FIFA Shakes Up 2010 World Cup Marketing With Shakira, EA Sports Music

Shakira gets the call to perform the official song of the FIFA 2010 World Cup. (Photo: Sony Music Entertainment)April 27, 2010: U2 may be the music of choice running across ESPN's marketing platforms supporting its coverage of the 2010 FIFA World Cup, but FIFA is making sounds of its own with international star Shakira and videogamer EA Sports.

FIFA and Sony Music Entertainment said that "Waka Waka (This Time For Africa)", written and co-produced by Shakira, has been chosen as the official song of the 2010 World Cup in South Africa. The song will be performed by Shakira, known for her siren voice and body gyrations, together with South African artist Freshlyground at the closing ceremony before the FIFA World Cup Final on July 11 in Johannesburg Soccer City Stadium.

In addition to her performance at the final match, Shakira will be one of the headline performers at the official FIFA World Cup "Kick-off Celebration Concert" on June 10, broadcast from Orlando Stadium in Soweto/Johannesburg.

The song will be unveiled on April 28 and made available for download through digital retail outlets the week of May 11. It will also be included on Listen Up! The Official 2010 FIFA World Cup Album, to be released the week of May 31 by Sony Music Entertainment. The video for "Waka Waka (This Time for Africa)" will be available in mid-May in standard definition as well as in 3D.

"The official song is as much awaited by the fans as the mascot or the logo," Joseph Blatter, FIFA president, said in a statement. "It is part of the identity of the world's most exciting sport's event. This song is the personification of the African rhythm and identity and sets the pace for this unique event."

All proceeds from the song will benefit FIFA's official campaign of the 2010 World Cup, "20 Centers for 2010," an effort to provide  funding to make education accessible to children worldwide.

Scene from EA Sports' '2010 FIFA World Cup South Africa' videogame.Separately, EA Sports' 2010 FIFA World Cup South Africa has hit stores throughout North America for PlayStation 3 and Xbox 360. The videogame is also available on Wii, PSP (PlayStation Portable), iPod touch and iPhone.

In addition to world class action, the videogame is loaded with international music from such performers as Babatunde Olatunji, Baaba Maal, Rocky Dawuni, Sergio Mendes, Nas and Damian Marley.

2010 FIFA World Cup South Africa is a landmark project in the evolution of world music and its African heritage,” Steve Schnur, worldwide executive of music and marketing at Electronic Arts, said in a statement. “ But we’re perhaps most proud of K’Naan, the unsigned Somali artist we discovered in 2004 whose music has now appeared in five different EA Sports videogames.”

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