FIFA World Cup Anthems by Coca-Cola
With the FIFA World Cup kicking off in Russia on June 2018, hype has built up all over the world and the music world is no different. Elaborate advertising campaigns on television and regular promotional releases keep the fans visually engaged in the lead up to the tournament, but there is also a musical element. FIFA and its partners are focusing heavily on the tournament’s soundtrack, striving to find songs that people will immediately associate with the World Cup. It is safe to say that this approach has been fairly successful as the likes of Shakira, Ricky Martin helped the game reach to a wider demographic.
Coca-Cola Sponsored Anthem “Colors”
Following the tradition of previous world cups, there are generally number of official songs for the 2018 World Cup but Jason Derulo’s ‘Colors’ is the official ‘Coca-Cola anthem’ for the tournament in Russia. Like the previous anthems, this song is a celebration which talks about all the different countries and flags that participate in the competition. The song was launched on March 9 with Derulo writing on Twitter: “Represent your country – represent your flag. Be proud of where you’re from and who you are.”
‘Colors’ is an upbeat song and it deals with the idea of multiculturalism, as the title of the song alludes to. Positive and hopeful, its message is clear: embrace diversity while promoting unity. For example, the lyrics, “We’re created equal / One race and that’s human / Can’t wait ’til they all see, all see dance” leave no doubt as to Derulo’s intention with the song. According to Derulo “Through my years of travel, I’ve been able to see the beauty in our cultural differences and I wrote ‘Colors’ to celebrate that diversity and be a part of the amazing energy that sports fans around the world give to their teams”(source: Billboard/Rolling Stones).
Jason Derulo (real name Jason Joel Desrouleaux) is an award winning American singer and songwriter of Haitian descent. Generally, a pop music artist, Derulo’s music straddles a number of genres, such as R’n’B, Dance and Hip Hop, and he has worked with a variety of different singers and rappers during his career.
The Florida native has written songs for the likes of Diddy and Lil Wayne as well as collaborating with Nicki Minaj and Pitbull. He is also a regular on the American television circuit. According to MTV, Derulo’s influences include Michael Jackson, Madonna, Elvis Presley, Prince, Usher and Justin Timberlake. Since 2010 he has released four studio albums and a fifth, ‘777’, released in April of this year. (source: goal.com)
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