In late 2024, Emma Rose was a 22-year-old Berklee dropout posting melancholic piano covers from her Brooklyn apartment. Apollo New, a 24-year-old producer and multi-instrumentalist from London, was anonymously releasing lo-fi beat tapes under a cryptic symbol. Their worlds collided on a Discord server dedicated to "vintage synth restoration."

Social media users have largely sided with the individual creator, criticizing the band for "brand entitlement". Recent Music Projects

The collaboration, which has been teased across Instagram and TikTok over the past week, officially dropped this weekend, introducing a curated collection that bridges the gap between luxury accessibility and Gen Z aesthetics.