By Guest Contributor Hira Nabi
As the 2010 FIFA World Cup nears its’ end, we begin to look at the undercurrents of the tournament, held for the first time at the African continent, in South Africa, and the continued crossing-over of sports pop culture – spanning over languages, borders, time zones in search of markets and audiences. Take Coca-Cola’s World Cup “anthem,” K’naan’s “Wave Your Flag.”(Not to be confused with FIFA’s jingle, Shakira’s “Waka Waka.”)
There were six different versions of the song released and aired during the event, each featuring K’naan and the same cheering crowds, bright colours, contagious excitement, obligatory celebration of nationalism and of course, all of them celebrate “the” flag. But the flag in each was different: K’naan collaborates with Nancy Ajram to produce the Arabic version, with David Bisbal to produce the Spanish version, with Jacky Cheung and Jane Zhang for the Chinese version, with Féfé for the French version, and, last but not least, teamed up with Skank on a Portuguese version for Brazil.
It gets better! There’s an Alvin & the Chipmunks version, even.
This “official” World Cup version, which seems to have been taken up by everyone, is a compromised, co-opted, Coca-cola-ized version of the original. The original lyrics speak more to struggle against poverty and violence, in pursuit of freedom. Were they too real for the World Cup?