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Coca-Cola shines global spotlight on Saudi artist Tamtam with release of official FIFA World Cup 2022 anthem

Coca-Cola shines global spotlight on rising Saudi artist Tamtam with release of official FIFA World Cup 2022 anthem

To celebrate the FIFA World Cup 2022™, Coca-Cola and Universal Music Group (UMG) today unveiled a new reimagining of Queen’s classic song ‘A Kind of Magic’ featuring an incredible performance by Saudi Arabia’s up-and-coming breakthrough talent, Tamtam.  

Available on Coke Studio™, the anthem – released as part of Coca-Cola’s Believing is Magic campaign – is a powerful rework of the 1986 hit, a charismatic collaboration between Egyptian neo-soul and rap sensation, Felukah, soulful Saudi Arabian singer-songwriter, Tamtam, and Mexican Latin GRAMMY Award nominee, Danna Paola. 

A Kind of Magic (Coke Studio Mix for the FIFA World Cup 2022™) is accompanied by a vibrant and dynamic performance video that brings the energy and ideology of the track to life. Filmed in Mexico City, the video encapsulates the excitement for one of the biggest sporting events on the planet, fusing a flavor of Latin and Arabic culture with the impassioned world of the FIFA World Cup™.

Commenting on A Kind of Magic (Coke Studio Mix for the FIFA World Cup 2022™), Claudia Navarro, VP of Marketing, Eurasia & Middle East, The Coca-Cola Company said: “The partnership with Tamtam is amazing in so many ways. It is a perfect example of what Coca-Cola is about: an incredibly global brand with a true local flavor: we’re so proud to take a Saudi homegrown talent like Tamtam to one of the biggest global stages. Tamtam is also an inspiration for young ladies around the world to believe that Real Magic can happen when you follow your dreams.”

Tamtam added: “I was so excited to be a part of this campaign with Coca-Cola and two super cool, inspiring women. It’s beautiful that we’re all from different countries singing together and representing this unity through music. The experience was magical, no pun intended; from recording the music, to meeting the team, and flying to Mexico City to shoot the videos. It was a dream and I’m thrilled to share it with the world! I look forward to performing in Riyadh and Qatar leading up to and during the FIFA World Cup 2022 and I’m excited to see the rise of more talent from Saudi Arabia and beyond.”

A Saudi singer and songwriter based between Los Angeles and Riyadh, Tamtam’s incredible, modern sound can’t be easily put into a single category owing to her vibrant mix of alternative R&B and pop influences. 

A Kind of Magic (Coke Studio Mix for the FIFA World Cup 2022™) and the accompanying music video will launch worldwide on October 21st ahead of the FIFA World Cup Qatar 2022™, which kicks off in Qatar on 20th November. The track will be available on all digital streaming platforms and the video will be accessible via Coke Studio™. 

In addition to this musical track, Coca-Cola is bringing their Believing is Magic campaign to life through various elements in Saudi Arabia, including its packaging, consumer activations plus a very special Saudi digital (twitter: @cocacola_ksa) campaign giving thousands of fans the one-in-a-lifetime-opportunity to watch the games in person. In addition, Coca-Cola will bring the Original FIFA World Cup Trophy to the Kingdom in November where thousands of fans will have the opportunity to get up close with football’s most prized Trophy. 

Saudi singer and songwriter Tamtam single “We’ve Got Wings”, released in late 2015, helped promote a Saudi Breast Cancer awareness organization founded by Princess Reema Bint Bandar. “Gender Game” is a song about her journey as a Saudi woman pursuing a music career. Her defiant single “Rise” released in 2018 reached over 1 million Youtube views. In 2019 she performed her song “One Earth” at the Global Goals World Cup in NYC. She harmoniously combines her Arabic roots with western influences in her latest singles: ‘’ISMAK’’, ‘’INSAK’’, and ‘’RUN’’, ahead of her anticipated EP coming this fall.

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