Spotify and Barcelona present ‘Class of 4-3-3’, a yearbook-style showcase photographed by Pieter Hugo celebrating the symbiosis between the audio streaming and media services provider and the La Liga side, told through exploring new African sounds, and the convergence of football and style.
The partnership between Spotify and Barcelona was announced back in March 2022, but officially got underway in July of that year. Since then, the pair haven’t looked back as their symbiotic relationship has flourished, evidenced by the special matchday shirts featuring artists’ logos, often reserved for El Clasico, and artist takeovers at Spotify Camp Nou. Now, as part of the evolving nature of the partnership, Spotify turns the spotlight onto South African musical talents and sub-genres with ‘Class of 4-3-3’. It seeks to illustrate how football and music unite diverse communities through a campaign that sees Spotify harnessing the energy of emerging artists.
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,” shares Kevin Seturumane, Consumer Marketing Manager at Spotify South Africa. “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.”
In Africa, the intertwining of football, music, and fashion, crafts a vibrant, everyday narrative. “Soccer played a big role in our community,” explained drill artist Ziggy 4X. Recognising this, Spotify used the FC Barcelona 24/25 home jersey as a connector to establish its commitment to the discovery of new talent in a rich African landscape, paralleling Barca’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.
The ‘Class of 4-3-3’ campaign honours the distinct voices and shared spirit defining South Africa’s vibrant music scene. “As a South African, it’s not difficult to see football's cultural influence and relevance in our country,” says 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.”
Want more? Check out the campaign playlist titled Barca African Connect for genre-blending sounds that celebrate the artists of the inaugural Class of 4-3-3.
