With the announcement of the single and the FIFA World Cup Qatar 2022™ Official Soundtrack, FIFA continues to build on the FIFA Sound strategy announced in early 2021 and to connect with audiences worldwide through the shared passions of football and music. The entertainment strategy was conceived to create innovative and meaningful connections between football fans, music enthusiasts, players, artists, and the game and songs they all love.
The combination of breakthrough US star Trinidad Cardona, Afrobeats icon Davido and Qatari sensation Aisha captures the spirit of the FIFA World Cup™ and the FIFA Sound strategy by bringing together inspiration from across the globe.
“By bringing together voices from the Americas, Africa and the Middle East, this song symbolises how music – and football – can unite the world,” said FIFA Chief Commercial Officer Kay Madati. “As part of FIFA’s revamped music strategy, the multi-song soundtrack will bring passionate fans closer to the spirit of the FIFA World Cup like never before.” Drawing on R&B and reggae influences, the song epitomises the excitement of a football festival that will light up the world later this year.
The track’s debut public performance will take place tonight in front of a worldwide audience of football fans, who will tune in from around the globe to follow the highly anticipated draw starting at 19:00 local time. The song is the first in a selection of soundtrack singles that will hit the airwaves over the coming months, as anticipation grows in the lead-up to the start of the FIFA World Cup on 21 November 2022.
It is the first time that the tournament’s soundtrack will feature a multi-song collection, with international artists showcasing diverse musical genres that span the world, setting the tone for a truly global celebration. FIFA’s newly launched TikTok channel @FIFAWorldCup will show special glimpses of the final draw, with the new single taking centre stage. The track’s official video will also be premiered on FIFA’s YouTube channel.
Hayya Hayya (Better Together), released by Def Jam Recordings and produced by RedOne, is streaming everywhere now and you can tune in to see tonight’s draw, which will feature the first public performance of the song with some special guests.