It strikes ‘10.35’ for music icons Tiesto and Tate McRae at Atlantis The Royal
- 06 Nov 2022
Muhammad Yusuf, Features Writer
Grammy Award-winning, RIAA platinum-certified international icon Tiesto has joined forces with multi-platinum singer/songwriter Tate McRae and Dubai’s new ultra-luxury resort Atlantis The Royal to create the spectacular new single, “10:35”. The track is joined by a conceptual music video and that will make its broadcast premiere on MTV Live, MTVU, MTV Biggest Pop and Paramount Times Square Billboards. The visual is highlighted by a performance from Tiesto and McRae throughout the Atlantis The Royal resort, with the Dubai skyline as the glittering backdrop.
“10:35” is inspired by and encapsulates the essence and energy of Atlantis The Royal — the newest icon of the Dubai skyline and perhaps the world’s most luxurious resort. When first introduced to the retreat’s architectural plans, Tiesto honed in on the duality of the daytime experience of luxury vs the nighttime’s spirit of possibility and excitement.
The juxtaposition fuelled the idea for the time where day turns to night and that experience shifts — hence, “10:35.” McRae, who spent time growing up in the Middle East, proved a perfect partner; her vocals aim to provide the ideal complement to the Atlantis The Royal brand. “I’m very excited to be partnering with this iconic new property,” said Tiesto. “Tate and I wanted to create a song that captured the energy of an experience at Atlantis The Royal, and I’m proud to say the feeling of 10:35 and this property are both infectious! So excited for the world to finally hear it.”
“I’m happy to announce I’m doing a partnership with the Atlantis The Royal property in Dubai with Tiesto,” said McRae. “It’s always exciting to branch out and work with different brands and artists. The music video is unlike anything I’ve seen before, and the hotel is just unreal.” “We are beyond excited that Tiesto, a music icon, and Tate McRae — one of today’s hottest stars, have joined forces to create this incredible track to celebrate Atlantis The Royal,” said Tim Kelly, Managing Director of Atlantis Dubai.
“10:35 completely captures the vibe and energy of the hotel and expresses the unmatched daytime and night-time experience we have to offer. Shooting the music video at the resort is a show stopping way for us to tease our guests and demonstrate the unrivalled luxury Atlantis The Royal promises ahead of the Grand Reveal in January.”
“The whole team at Atlantis The Royal have been a pleasure to work with throughout this campaign and Atlantic Records couldn’t be more grateful for their partnership,” said Jonathan Feldman, SVP of Brand Partnerships & Sports Marketing, Atlantic Records.
“Tiesto and Tate McRae created such an incredible song that aligns perfectly with the property. From start to finish, the stars have aligned on this and we’re thrilled for the launch of ‘10:35’.” DJ and producer Tiesto is the only artist to ever hold the titles of “The Greatest DJ of All Time” courtesy of Mixmag, and “#1 DJ”, according to Rolling Stone.
From his underground dance floor bangers to his high-profile Las Vegas residency and worldwide crossover success, he can claim to have created the blueprint that defines what it means to be a superstar in today’s dance music world. With over 36 million albums sold, 10+ billion cumulative streams, and a social platform with an audience that exceeds 30 million fans around the globe, he continues to revolutionise the dance music landscape.
Tiesto’s first single upon signing with Atlantic Records, 2020’s “The Business,” has dominated airplay and charts worldwide since its 2020 release, hitting #1 at US Dance radio while also garnering over 1.6 billion worldwide streams to date.“Don’t Be Shy” with Karol G followed in 2021, marking Karol G’s first-ever English language song and the first Latin Artist collaboration for Tiesto.
The historic track currently boasts over 867 million streams, over 1.2 million TikTok creates, and video views exceeding 290 million. The third single from Tiesto’s album on Atlantic Records, “The Motto” with Ava Max, proved another blockbuster, reaching the Top 5 on Billboard’s “Dance/Electronic Songs” chart while earning more than 929 million worldwide streams to date.
Calgary, Canada, native singer/songwriter/dancer McRae has become the artist to watch with over 4.9 billion career streams, over 765 million video views, a #1 Top 40 hit and multiple #1 dance hits. She’s been featured on Forbes 30 Under 30 list for 2021 as the youngest musician on the list as well as Apple’s Up Next Artist for 2021, Amazon and Pandora’s Artist to Watch list in 2021 and People Magazine’s 2021 One’s to Watch list.
Her #1 RIAA certified 3x Platinum single “you broke me first” has amassed over 1.6 billion streams worldwide since its release in 2020. She has collaborated with various artists, including Regard & Troye Sivan on their #1 dance hit “You,” along with Khalid on their track “working,” blackbear’s “u love u” and Jeremy Zucker on her viral single “that way.”
Earlier this year, the budding star released her highly anticipated debut album, “I Used to Think I Could Fly” which landed at #1 on Spotify’s Global Top Albums Debut Chart, charted in the top 10 in multiple countries upon release and has garnered over 978 million streams to date.
McRae was named this year’s brand ambassador for both Maybelline and Essentia. Atlantis The Royal, designed by internationally acclaimed architects Kohn Pedersen Fox, is located on the crescent of The Palm. It soars 43 storeys high with panoramic views of the Arabian Sea and Palm Island.