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SBD Global/August 30, 2012/Marketing and Sponsorship

Sony Music To Showcase Artists At 2014 World Cup In Brazil

As one of FIFA's "six most important partnerships," Sony Music will take advantage of the 2014 World Cup to showcase its artists, according to Paulo Passos of The electronics company is "already working on a list" of artists for the World Cup anthem and the shows that will take place during the Opening Ceremony as well as the Fan Fest events. Sony is looking to follow "the successful case" of the 2010 World Cup in South Africa where Shakira's "Waka Waka" was a big hit. Brazil Sony Music President Alexandre Schiavo said, "Waka Waka was a worldwide success. We are hoping to repeat this and do something even better. Of course being in Brazil, the music will be in Portuguese and something very Brazilian. It has to be fun music, with rhythms from here. The rest will come from the creativity of the artist. I cannot say more." Per its contract with FIFA, the Japanese company has priority in choosing the artists who will play in the Opening Ceremony of the World Cup as well as those who will have their music included in the list of official songs for the event. Sony has been a sponsor of FIFA since '07, but terms of their deal were never disclosed. It is believed that Sony "pays more than R$80M ($39M) annually" to have these rights to the World Cup. Similarly to South Africa, the company "hopes to bring int'l stars to Brazil." In addition to having local artists, Sony believes that it needs "big stars to increase the interest of both the Brazilian public as well as the foreigners." Some of the biggest int'l artists under contract with Sony Music include Bob Dylan, Shakira, Foo Fighters, Ricky Martin and Mariah Carey. Schiavo believes bringing int'l icons to Brazil will be a simple task. Schiavo: "It is much harder to bring a great show to South Africa than it is to Brazil. Of course we are going to have big names here as well. Our country has become a place of desire for big concerts" (, 8/29).
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