Friday, June 11, 2010

World Cup Means Selling More Coke… Subliminally!

The 2010 FIFA World Cup Celebration Mix of Wavin' Flag by K'naan



With the World Cup starting today, the world's attention is focusing on the number one most popular sport in the world, soccer. And there are many people who are trying to capitalize on that attention. Not least among them is a mostly-unknown Somalian musician named K'naan.

K'naan's 2009 single Wavin' Flag was selected as the 2010 FIFA World Cup's official anthem. But who selected the song and where did it come from? It was not selected by FIFA, instead it was chosen by Coca-Cola International. And it underwent a fairly intense "change" before it could receive this honor, including revision of most of the song's lyrics, complete removal of entire verses, and most notably, the addition of Coke's Audio Signature, (The "Oh, oh, oh, oh-oh" from their current "Open Happiness" campaign).

Compare the original album version of the song to the Coca-Cola approved revamp posted at the top:



The artist, K'naan, had this to say about the world's largest beverage company and the world's largest brand asking him to change his song, "

“I saw it as an opportunity to reach more people. I don’t work for Coke or anything; what I do is my music. This was a really great opportunity for them to use my song, without compromising my integrity as a musician.

It sounds nice. And as far as "a really great opportunity for them," I'm not sure, but it is definitely "a really great opportunity" for K'naan to break out onto the international music scene, as one of the most listened to songs in the world and the top downloaded on iTunes today.

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