Sony collaborates with 9XM for Waka Waka

Indian music industry has created history in the music integration space. The popular music channel 9XM has joined hands with Sony Music Entertainment for music integration between the channel's football anthem featuring animated characters and the FIFA World Cup's official anthem 'Waka Waka".

The 'Waka Waka" number features Shakira and the track is from the official FIFA World Cup album 'Listen Up!" which was released by the Sony Music Entertainment.

It is for the first time in the history of the Indian music industry that a television Channels' signature id has been integrated with an international track. The 'Waka Waka – This Time for Africa" number will captivate the audience throughout the FIFA World Cup season.

Bade-Chote, Bheegi Billi and Betel Nuts will shake legs with Shakira and Badshah Bhai will show his football action. The in-house team of 9XM has done superb editing.

Mr. Shridhar Subramaniam, the Managing Director of Sony Music India, stated, “We are very happy to offer an integrated music for FIFA's official World Cup 2010 anthem. The animation of 9XM mingled well with the 'Waka Waka" number, reflecting the high spirit and energy of the World Cup."

Speaking on this project, Amar Tidke, Head of Programming, 9XM, said, “We are delighted to collaborate with Sony Music Entertainment for the promotion of the official anthem of the FIFA World Cup. We are honored to team up with the global superstar Shakira. We are sure that the viewers will like this music collaboration for the FIFA World Cup."

So, tune in to the 9XM channel for a 'Waka Waka" with Shakira and sing along with the animated characters!