Apple Inc. launched the new MacBook Air powered by the M5 chip on March 3, 2026, featuring Fela Kuti’s 1971 track “Let’s Start” as the soundtrack in its official promotional video.
The video, shared on Apple’s YouTube channel, showcases the laptop’s enhanced performance and ultra-slim design while the Afrobeat classic plays in the background. “Let’s Start” is from the live album *Live!*, recorded in London with Fela Kuti & Africa ’70 alongside drummer Ginger Baker.
The choice follows Fela Kuti’s posthumous Grammy Lifetime Achievement Award in February 2026, making him the first African artist to receive the honor from the Recording Academy. The song previously gained international exposure through the 2021 Western film *The Harder They Fall*, directed by Jeymes Samuel and starring Idris Elba, Jonathan Majors, Zazie Beetz, Regina King, and LaKeith Stanfield.
The sync deal provides significant global exposure for Fela Kuti’s catalog. Apple’s launch video reaches millions via its website, social channels, and Apple Music, with the track linking directly to the product page — likely driving new listeners to classics like “Zombie,” “Water No Get Enemy,” and “Expensive Shit.”
Industry estimates suggest sync fees for high-profile tech product launch ads typically range from $20,000 to $500,000 or more, depending on campaign reach and usage rights. Major brands have previously paid around $250,000 for similar placements in global campaigns.
Apple has a history of using culturally resonant songs in product launches to create emotional connections:
– Yael Naim’s “New Soul” in the first MacBook Air ad (2008)
– Jet’s “Are You Gonna Be My Girl” in a 2004 iPod campaign
– Grouplove’s “Tongue Tied” in a 2011 iPod Touch spot
Each track saw significant increases in streams and sales post-campaign.
Apple’s selection of Fela Kuti continues this tradition, linking the MacBook Air M5 to Afrobeat heritage shortly after his historic Grammy recognition. The video has been widely shared in Nigeria and beyond, with fans and observers noting the powerful blend of innovation and cultural legacy.
