Music for 2010 ears

Sport Business News

FIFA and Control Room, a producer of global music events, have announced the first performing artists for the inaugural FIFA 2010 World Cup Kick–Off Celebration Concert.

Alicia Keys, Amadou & Mariam, AngÉlique Kidjo, Black Eyed Peas, BLK JKS, John Legend, Juanes, Shakira, The Parlotones, Tinariwen, Vieux Farka TourÉ and Vusi Mahlasela will take to the stage at Orlando Stadium in Soweto/Johannesburg on the eve of the opening match of the first FIFA World Cup on African soil. Further talent announcements will follow. Billed as the greatest entertainment show to date in Africa, it will feature performances from major international musicians and African artists, as well as appearances by football legends past and present and celebrities from other fields. This historic music event will take place in front of a capacity stadium audience of 30, 000 will be broadcast to hundreds of millions more worldwide. It is scheduled to begin at 20. 00 local time (GMT+2) on 10 June 2010. "We are thrilled to have a concert of such magnitude and performing talent raise the curtain on the first FIFA World Cup in Africa. It is testament to the universal and unifying power of football and music, and will start the competition off on the right note–of celebration, " said FIFA secretary general Jerome Valcke. FIFA has selected Emmy Award–winning producer Kevin Wall and his company Control Room to organise and produce the concert. Control Room has masterminded some of the world's biggest and most complex events, such as Live Earth 2007, which featured 150 artists performing on seven continents over the course of 24 hours to raise awareness of climate change. "We believe sports and music transcend cultural, language and geographic barriers, and through the official FIFA World Cup Kick–Off Celebration Concert, we will present the sights and sounds of unity and celebration for an unforgettable, must–see experience, " said Wall. All net proceeds from the concert will be donated to 20 Centres for 2010, the Official Campaign of the 2010 FIFA World Cup South Africa, whose aim is to achieve positive social change through football by building 20 centres across Africa offering education and healthcare services as well as football training to disadvantaged communities.

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