Coca‑Cola is collaborating with emerging female artists from the Middle East and Mexico for its FIFA World Cup 2022™ campaign anthem: a modern, multicultural reimagination of Queen’s 1986 hit, “A Kind of Magic.”
Felukah, an Egyptian neo-soul rapper; Tamtam, a Saudi Arabian R&B singer, and Danna Paola, a Mexican pop star, lend their respective voices and styles to the percussive, stadium-worthy track fusing flavors of Latin and Arabic culture with the energy and excitement of the FIFA World Cup™. A Kind of Magic (Coke Studio Mix for the FIFA World Cup 2022™) and its accompanying music video—part of Coke’s “Believing is Magic” FIFA World Cup™ campaign—are streaming globally on Coke Studio™. Exclusive behind-the-scenes content and additional songs from each artist will hit the platform in the coming weeks.
“We’re thrilled to have teamed up with Tamtam, Felukah, and Danna Paola, to create a unique version of Queen’s “A Kind of Magic,” said Joshua Burke, Sr. Director of Global Music & Culture Marketing at The Coca‑Cola Company. “This reimagined track showcases the unique styles of these talented artists while embracing the world-renowned classic.”
A Kind of Magic (Coke Studio Mix for the FIFA World Cup 2022™) will soundtrack the FIFA World Cup™ Trophy Tour by Coca‑Cola—which wraps up its 51-country journey in Doha, Qatar days before the FIFA World Cup™ kicks off on Nov. 20.
A Kind of Magic (Coke Studio Mix for the FIFA World Cup 2022™) marks an evolution in Coke’s music marketing strategy. In the past, the brand has partnered with recognizable names to create jingles and audio signatures for embed in global campaigns including “Taste the Feeling” and “Open Happiness”.
In addition to their talent, the three young artists are passionate “bridge builders” using their art to represent their cultures. “Felukah lives in Brooklyn, and Tamtam is in Los Angeles. Both are actively bridging the gap between where they come from and where they are now,” said Burke, adding that Danna is helping bring Latin American pop music to the mainstream. This crossover appeal aligns with the ethos of Coke Studio™ , which launched in May to provide both a global stage for emerging artists to reach new fans and an entry point for fans to discover new music. The digital-first, always-on platform celebrates music’s unique ability to unite and uplift fans across borders and cultures. Seven diverse musical artists from seven countries teamed up for their own remake of “A Kind of Magic” for a short film titled “The Conductor”.