FC Barcelona and Spotify have spotlighted South African music's rising stars with the 'Class of 4-3-3' campaign.
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The story
Spotify recently unveiled their 'Class of 4-3-3' campaign, a yearbook-inspired showcase captured by photographer South African photographer, Pieter Hugo.
This project celebrates Spotify's groundbreaking partnership with FC Barcelona, highlighting the fusion of fresh African sounds, football, and style.
The partnership between Spotify and Barcelona was first announced in March 2022 and officially launched in July of the same year. Since then, the collaboration has thrived, highlighted by unique matchday shirts featuring artist logos, typically for El Clasico, and artist takeovers at Spotify Camp Nou.
Now, in an exciting new phase of the partnership, Spotify is shining a spotlight on South African musical talent with this 'Class of 4-3-3' campaign.
With Spotify and Blaugrana turning the spotlight onto South African musical talents and sub-genres, it illustrates just how welll football and music unite diverse communities.
Emerging artists are among the most innovative, and the 'Class of 4-3-3' campaign sees Spotify reveal a lineup that includes Ziggy 4X, K.Keed, Filah Lah Lah, Internet Girl, DJ DOOWAP, Desire Marea, LookatUp, and General C'mamane.
"The South African music landscape is in a really interesting place," shares Kevin Seturumane, Consumer Marketing Manager at Spotify South Africa.
"We are seeing these emerging artists push the boundaries sonically in a space that wouldn't be considered commercial. They are experimenting with melodies to capture the essence and energy of South Africa while still appealing to a global audience," he adds in quotes shared by the Soccer Bible online magazine.
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