If you’re wondering how to successfully infiltrate popular rap whilst being a mediocre rapper, look to K’naan. When his press releases first hit the net, his only worthwhile achievement was being from Somalia. And now? Being from Somalia and accidentally sharing a VH1 freestyle session with “acclaimed” artists. Oh wait, my bad, am I completely discounting his music? Um, yeah, pretty much. But wait, he’s like, soooo, conscious. His perspective is important! Relevant! You’re just hatin dawg! Don’t hate the player, hate the game!
To be clear, I’m actually not hating the player. I wish K’Naan the best and out of all the mediocre rappers out there he is actually one of the least overtly offensive. But I am kinda hatin’ on da game. Kind of, more so just pointing something out. Link (via)
For its part, Coca-Cola loved the song but noted that lyrical references to “a violent prone, poor people zone” and people “struggling, fighting to eat” didn’t fit the campaign’s themes. “The crucial moment in the discussion came when K’Naan said, ‘I can take that song, refashion some of the lyrics and give you an exclusive version,’ ” Diener says. “That’s an attempt on K’Naan’s part to revitalize the song in the spirit of the World Cup.”
“I saw it as an opportunity to reach more people,” K’Naan says. “I don’t work for Coke or anything; what I do is my music. This was a really great opportunity for them to use my song, without compromising my integrity as a musician. This is what I write, these are the songs I make. I’m happy about it.”
And reaching more people seems guaranteed thanks to the international versions that will ensure the song makes a global impact beyond even Coca-Cola’s marketing efforts.
