See Chris Martin debut new Coldplay song "Wedding Bells"

Big company press conferences love to get people's attention and the latest one from Apple was no different when Chris Martin from Coldplay turned up to debut a new song.

The event was to announce Ping and iPod updates but Martin stole the show with this little tune, "Wedding Bells", which had been floating around the internet in an unofficial video, until now. In fact, Martin told the audience: "It might not even come out," "It could be the only time it ever appears."

Of course, Martin also played "Viva La Vida," because of its association with an Apple commercial and how it helped spur the band's popularity.

He's spoken about the song before on British TV: “If I hear a new chord that I haven’t heard - it clicks something and the melody comes out,” he said of the song earlier. “It’s actually better on guitar, I think.”

Coldplay has been working on a fifth studio album with producer, mood-maker and string-section master Brian Eno.

Sounds like new soundscapes are coming and we reckon that's good news.

VIDEO: In the meantime, check out the new song, "Wedding Bells" here.