Apple Inc. launched the new MacBook Air with 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, plays the song while showing the laptop’s faster performance and slim design. ‘Let’s Start’ comes from the live album Live!, recorded in London with Fela Kuti & Africa ’70 and drummer Ginger Baker.
The move follows Fela Kuti’s posthumous Grammy Lifetime Achievement Award, given in February 2026. He became the first African artist to receive the honor from the Recording Academy. The song got its first international exposure from the 2021 Action Western film ‘The Harder They Fall’ directed by Jeymes Samuel and featuring a stellar cast of Idris Elba, Jonathan Major, Zazei Beatz, Regina King and Lakieth Stanfield.
The sync deal gives Fela Kuti’s catalog direct global exposure. Apple’s launch video reaches millions of viewers across its website, social channels, and Apple Music. The track now links directly to the product page, which can drive new listeners to Fela’s full discography. This includes well-known songs such as ‘Zombie,’ ‘Water No Get Enemy’, and ‘Expensive Shit’.
The timing strengthens the Grammy recognition and brings renewed attention to his work more than 25 years after his death in 1997. For the estate, the placement keeps the catalog active and relevant to younger audiences who may discover it through the ad.
Exact payment terms to Fela Kuti’s estate have not been made public. Industry data on music licensing show that sync fees for global tech product launch ads usually range from $20,000 to $500,000 or more, depending on the campaign’s reach and usage rights. A 2025 guide notes that major brands have paid $250,000 for similar high-profile song placements in worldwide campaigns.
Tech companies have used songs in product rollouts before to create strong connections. Apple featured Yael Naim’s ‘New Soul’ in the first MacBook Air ad in 2008; the song gained wide attention and helped the artist’s career. Apple also placed Jet’s ‘Are You Gonna Be My Girl’ in a 2004 iPod ad and Grouplove’s ‘Tongue Tied’ in a 2011 iPod Touch spot. Both tracks reportedly saw large increases in streams and sales after the campaigns.
These deals show a pattern: tech firms pick tracks that add cultural depth to product announcements. Apple’s choice of Fela Kuti continues that approach by linking the MacBook Air M5 to Afrobeat history right after his historic Grammy award. Fans and music observers in Nigeria and beyond have shared the video widely, noting the blend of innovation and legacy.
