iPhone Commercial Boosts Orba Squara Track

Mitch Davis, the man behind Orba Squara, doesn't necessarily need a label to publicize his forthcoming record "Sunshyness": an iPhone commercial may just do the trick instead.

Mitch Davis, the man behind Orba Squara, doesn't necessarily need a label to publicize his forthcoming record "Sunshyness": an iPhone commercial may just do the trick instead.

Orba Squara's track "Perfect Timing (This Morning)" could be heard promoting the gadget starting in June. It's the second track from the album, due Oct. 9, which was licensed to Apple via Universal Music Publishing.

"I wasn't allowed to tell anybody it was happening," Davis tells Billboard.com of the period prior to the commercial's debut. "I didn't even know for sure that the song really was going to be featured until I saw it myself." Unfortunately for Davis, the ad ends before his delicate vocals come in. "I would have liked for people to hear the whole song how it is, of course, but I'd rather it this way than not at all," he says.

The iPhone commercial is not the only licensing opportunity spawned from "Sunshyness." The track "Brand New Day" is featured in the recent comedy "Wedding Daze," starring Jason Biggs, and other songs will be placed in ads for companies like Goodyear and telecom group Orange.

"This was a very special album for me, very personal," Davis says. "I guess Universal just heard something in the stuff I'd done before and thought the same thing."

The set is the 37-year-old artist's eighth record. But it's his first under the Orba Squara moniker, and he's loath to mention his other projects by name. "I don't want people to feel less intense about this record only because they know what my other albums sound like," he says.

Davis has assembled a small band in order to take "Sunshyness" to the stage, with details of a tour pending.