From special matchday shirts featuring logos from Latin music's most-streamed female artist KAROL G, to artist takeovers at Spotify Camp Nou — Barcelona's iconic stadium. Spotify says that it gives artists a global stage to showcase their talents. 

"Music, like football, is a universal language that bridges diverse communities, offering a soundtrack to the collective experiences of fans and players alike," says Kevin Seturumade, Consumer Marketing Manager at Spotify South Africa. "Just as a memorable football match can evoke deep emotions and a sense of belonging, so can a compelling musical composition or performance."

Spotify says that it turns the spotlight onto South African musical talents and sub-genres, illustrating how football and music unite diverse communities. Emerging artists are among the most innovative, and the 'Class of 4-3-3' campaign sees Spotify harness this energy to showcase the power of relentless creativity and passion.

According to the brand, the artist lineup 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," says Seturumane. "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."

The 2024 'Class of 4-3-3' dynamic music evolution parallels FC Barcelona's 'SCHOOL FOR LIFE' philosophy, where the focus is not only on attracting the best talent but also on nurturing and developing it through their academy La Masia.

"Just as these emerging South African artists are honing their craft and pushing creative boundaries, FC Barcelona invests in cultivating young talent, emphasising growth and potential over immediate commercial success. Both scenarios highlight a commitment to innovation and long-term development, whether in music or sports, creating a platform where future stars can thrive and make a significant impact," says Seturumane.

By partnering with boundary-pushing artists and innovators, Spotify says that it cements its reputation as the prime destination for discovering and sharing the newest sounds.

"Innovation means creating a tapestry using threads from all your influences to create a new image that is reflective of your point of view," says Desire, who describes his music as "Precious Metal", a subgenre of avant-garde core music from Africa.

Reflecting on progression in the space, artist KEED says, "There are no limitations anymore. With the evolution of technology and access to different platforms, artists can now take charge of their careers making it easier to promote their music, collaborate with other artists and essentially generate revenue for themselves in real-time."

In Africa, the intertwining of football, music and fashion, crafts a vibrant, everyday narrative. "Soccer played a big role in our community," says drill artist Ziggy 4X.

Recognising this, Spotify says that it uses the FC Barcelona football jersey as a connector to establish its commitment to the discovery of new talent in a rich African landscape. 

"Football is a universal sport that unites people from all walks of life," says open-format DJ, DJ DOOWAP. "The football jersey is an extension of that, signifying joy, sportsmanship, solidarity and harmony."

The 'Class of 4-3-3' campaign honours the distinct voices and shared spirit defining South Africa's vibrant music scene, adds Spotify. 

"As a South African, it's not difficult to see football's cultural influence and relevance in our country," concludes alternative R&B artist Filah Lah Lah. "Football has a way of bringing us together and I feel a jersey has the power to ionize an era and to establish a common identity while embracing a person's aesthetic."

For more information, visit www.spotify.com. You can also follow Spotify on Facebook, X, or on Instagram. 

*Image courtesy of contributor