The world is gearing up for the FIFA World Cup 2010, beginning June 11. While India isn?t one of the playing teams, it features in the scheme of things. Contact Network?s Shelina Popat and Karim Jamal, a businessman from Nairobi, approached music composer duo Salim-Suleiman to compose a song and perform it in South Africa. ?We decided to create ?African Promise?, something that went beyond FIFA, that spoke about Africa?s pain and troubles and how it has still emerged glorious, now hosting the FIFA event. We roped in Loyiso Bala from South Africa and Eric Wainaina from Kenya to sing with us, creating a complete fusion of Africa and India.?
The Midival Punditz track ?Atomizer?Pathaan?s Dhol Remix? has been featured on the 2010 FIFA World Cup video game soundtrack. Gaurav Raina of the Punditz explains that Six Degrees Records were instrumental in getting the track and its remixes heard by EA Sport?s music licensing team. ?It’s special to have seven-eight million people listen to your tune while they play.?
Steve Schnur, worldwide executive, music and marketing, Electronic Arts, tells us that the heart of the soundtrack is what is within the heart of the World Cup itself, ?Commitment, excitement, excellence, honour. The most important global sporting event demands the most innovative soundtrack.?
This is a compilation of tunes from across the world, feels Raina. ?They have tried to give listeners a global flavour. We fit into the ‘Indian’ side. Our track captures the ?folkness? with dhols and yet, it has a heavy dance beat.?
?African Promise, being sung on June 10 at the opening ceremony, has a lot of African percussion’s mixed with big drums to give the feeling of grandeur. The melodic content of the song gives the feeling of hope, rejoicing and positivity,? says Salim-Suleiman.
?We?re excited that Brazilian fans of Marisa Monte are hearing Senegal?s Baaba Maal and America?s White Rabbits. We?re proud that Italians who love Last Rhythm will discover Latin Bitman from Chile and Babatunde Olatunji from Nigeria. We wanted fans throughout France, Germany and Holland to find that their new favourite song is by Buraka Som Sistema from Portugal, Jonathan Boulet from Australia or Midival Punditz of India,? enthuses Schnur.
When creating the soundtrack, the only rule Schnur gave his staff was that they couldn?t listen to the radio or read sales charts. Instead, they spoke to everybody at every major label worldwide, kept track of every independent label and local scene and what was and wasn?t happening in music.
Salim-Suleiman believe that FIFA soundtracks have a combination of great music, with the right cast, in terms of singers, chorus, musicians, technicians, as well as strategic marketing. Artistes Kings Of Leon, Fatboy Slim, Timo Maas and K?naan are some of the acts that have been introduced to the world via FIFA soundtracks. But Schnur insists, ?The true credit for the popularity of FIFA soundtracks belongs to the gamers and fans. They embrace the music, carry the flag, spread the passion and make the difference.? Schnur comments that the soundtrack can never be confined to just the video game. ?These are the songs that will be heard at preliminary matches, special events and stadium finals. This is the sound of the season, the international excitement of the event itself.?