ROSÉ Announces New Single 'New Trick' with Candy-Themed Video
ROSÉ has announced her new single 'new trick' will arrive on September 17, accompanied by a music video directed by Dave Meyers. The video was filmed entirely on Apple's newly unveiled iPhone 18 Pro as part of a 'Shot on iPhone' campaign. The teaser shows the singer holding a lollipop and features a gritty electric guitar sound.
The announcement builds on the singer's recent solo achievements, including her debut album released last December and the strong chart performance of her collaboration with Bruno Mars. The brief teaser showcases a distorted guitar and layered vocal effects, hinting at a harder-edged sound, while the lollipop prop visually connects to the track's title.
Director Dave Meyers brings extensive experience from working with top-tier pop artists. The visual also serves as a prominent advertisement for Apple's newest smartphone, which features a first-of-its-kind variable aperture camera system for the brand.
This cross-promotional strategy could influence how record labels and tech companies collaborate on future releases. Fans may perceive the single as a distinct artistic evolution, while the campaign could drive consumer curiosity about the new phone's filming capabilities. Additionally, the high-profile partnership might set a precedent for integrating product placement directly into major music video debuts, potentially reshaping standard industry marketing practices.