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MUMBAI: There has been a coup in the music integration space. Sony Music Entertainment has teamed up with India‘s popular music destination - 9XM, for a music integration between FIFA World Cup‘s official anthem - ‘WAKA WAKA (This Time for Africa)‘ and 9XM‘s football anthem featuring the animated characters. WAKA WAKA is a track from the album - ‘LISTEN Up!‘ which is The Official FIFA World Cup Album release by Sony Music Entertainment. The artist for these tracks is Shakira featuring Freshlyground. This is the first time in the history of Indian music industry that an international track has been integrated with a television Channels‘ signature id.
All through the FIFA World Cup season, viewers can catch ‘Waka Waka - This Time for Africa‘ interspersed with 9XM‘s animated characters on 9XM. Check out Shakira‘s moves along with Bade-Chote, Bheegi Billi, Betel Nuts and Badshah Bhai‘s football action. Brilliantly edited by the in-house team at 9XM, ‘Waka Waka - 9XM special‘ will air on the Channel throughout the FIFA World Cup season.
Mr. Shridhar Subramaniam - Managing Director, Sony Music India, said, "We are pleased to collaborate with 9XM to present a unique music integration for FIFA‘s official World Cup 2010 anthem. 9XM‘s animation blends well with Waka Waka capturing the spirit and energy of the African World Cup".
Commenting on the initiative, Amar Tidke, Head of Programming, 9XM, says, "We are thrilled to team up with Sony Music Entertainment to promote FIFA World Cup‘s official anthem. It‘s an honour to have our animated characters join hands with global superstar Shakira. We are confident that viewers will love ‘Waka Waka - 9XM Special‘ which celebrates the premier international football tournament."
Stay tuned to India‘s favourite music destination - 9XM, to catch the rocking ‘Waka Waka - 9XM Special‘.
So now do the Waka Waka - Haq Se!!!
