Music, tech, worlds get ready for the FIFA World Cup

With 3.4 billion of the world’s population of 7.6 billion expected to watch the FIFA World Cup in Russia (June 14—July 15), it’s not surprising that the music and tech worlds were ready to cash in.

The official Cup song ‘Live It Up’ by Will Smith, American-Latino singer Nicky Jam and Kosovo Albanian singer Era Istrefi (produced by Diplo) is already in some charts and generated 11 million plays on Spotify.

The critics haven’t been kind to it, claiming it was clichéd and mundane.

But it’s expected to be massive, what with its topically Latin-themed and with the fists-in-the-air singalong sentiments such as: “We feelin’ like a champion when we shine our light / We got the power, make a nation correct.’”

Smith, Jam and Istrefi will perform the song at the World Cup final on July 15, at Moscow’s Luzhniki Stadium before an expected 1 billion televised audience.

Robbie Williams performs at the opening ceremony, 30 minutes before Russia and Saudi Arabia take each other on.

As much as Williams copped criticism for being involved in an event in Russia, there were also many hoping he’d be controversial enough to perform his 2016 single ‘Party Like A Russian’.

Melbourne band Last Leaves have recorded ‘Golden Days To Come’ to cheer the Socceroos on.

Their song is one of five tracks on The Official Matinée World Cup EP, released by California-based Matinée Recordings.

It includes Sweden’s Red Sleeping Beauty’s ‘Dressed In Yellow And Blue’, Spanish duo The Royal Landscaping Society’s ‘2010’ which recalls Spain’s Cup championship, English The Popguns asking in ‘Red White And Blue’ “is it so unimaginable thinking we could win?” and Brazilian popstars Pale Sunday breaking a six-year hiatus with the fuzz-pop ‘Dirt Pitch Superstars’ in honor of their team’s campaign for an unprecedented sixth World Cup victory.

Apple’s Siri will provide real-life scores, schedules, team rankings and news, as will its Apple News app.

Apple Music will playlist songs from artists from the 32 participating countries, chosen by team members.

Deezer hosts a “football fever” takeover, with playlists hosted by artists from each nation.

For example, Sweden gets Zara Larsson, Kasabian do the honours for England, rapper Niska for France, electronic producer Paul Kalkbrenner for Germany, and hip hop star DaVido for Nigeria.

Tidal, as part of its £1 million sponsorship of England’s Arsenal team, gets its players to curate its playlists.

Research company Zenith estimates that the tournament will boost ad revenue globally by $2.4 billion – and that China will outspend the US by 500%.

With this kind of spend, Adidas’s ‘Create The Answer’ ad uses 50 creatives including A$AP Ferg, Stormzy, Kehlani and Pharrell Williams with soccer identities.

AC/DC’s ‘Are You Ready’ gets a boost on Coca-Cola’s campaign.

Beats By Dre used Anderson Paak for its commercial (directed expensively by Guy Ritchie) while Major Lazer is on Pepsi Max’s.