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an ting . From left: From market- marke Janelle Monae Janelle Beats of the the of Beats Kelly Rowland,Kelly and and rst lms inspired lms chief chief ambush marketing. ambush contributed to Pepsi’s Pepsi’s to contributed cial sponsor), the sponsor), cial , through which the , through which —Andrew Hampp —Andrew ting assets billion ($2.4 ssful ambush stablished touring career, touring career, stablished ank Cooper, ank Cooper, marke , which arrives June 10 . Janelle . Janelle 10 June arrives , which hitmaker. major U.S. le as a MAY 24, 2014 | WWW.BILLBOARD.COM 24, MAY for cer of global consumer engagement n 2012, by tapping took a chance PepsiCo Calvin Harris then-emerging DJ-producer an original song for a European to create soccer campaign on behalf of its sugar-free One of the closest parallels this year is is this year One of parallels the closest Beats doubles as a launch-pad for PepsiCo’s for PepsiCo’s doubles as a launch-pad Beats But why give away that kind of to that exposure, away give why But “What I’m proud of off is, no one dusted “What I’m the throughout the album will promote Pepsi lm will make for succe lm will make of emerging artists as it did for Harris in 2012.as it did for Harris artistsof emerging a man- who shares R3hab, DJ unsigned Dutch Mark Six Zero’s in Three with Harris ager and contributes the original song Gillespie to be a nice situation in,” “It’s “Unstoppable.” “With Gillespie. support somebodysays from and a well-e Pepsi like a lot of gain leverage.” you among the boldfaced names behind among the boldfaced Luna Diego for a series ofthe camera 11 short fi song.by each been I’ve the one that ‘Here’s old demo, like, me give up. Pepsi, waiting for someone to pick Fr ” says a check,’ ing offi “Everyone group. global beverage PepsiCo’s their A game.” brought a new song debuting iTunes each on summer, . Although release week leading up to the album’s its mes- in Cup” include “World can’t PepsiCo is the offisaging (Coca-Cola of is hoping its fusion sports music, brand and fi program Accelerator Music utilizes its brand 2.25 fans, in global ad spend, 31 million Facebook to boost million followers) the careers PEPSICO A LABEL? HAS album made just for and an Yep, Cup will be its fi the World I a Go,” The result was “Let’s soda Max. Pepsi the top reached that Ne-Yo global hit featuring 100 and helped Hot establish 20 of the Billboard profi Harris’ its For it generated? nothing of the royalties say follow-up, the soft-drink is establish- company MSCing its own label, Sounds,partnership in Distribution, for a Caroline with Universal’s Cup: full tied to the World album Game Beautiful Rita Rowland, Kelly Monae, and Brazilian Timbaland Ora, Negras hip-hop trio Perlas roster lead an international of created 11 acts who have songs original or exclusive and Elba for the project, Lee, Idris with Spike . , and —Nick Williams Brazilian enough. Brazilian Claudia LeitteClaudia and on an album that drew drew that album an on Alexandre Pires appear Pires Alexandre From top: , top: From complaints of not sounding Brazilian singer Alexandre Pires Pires singer Alexandre Brazilian WorldMags.netWorldMags.net CAMEROON The 4 released group Cameroon Celebrer” “Venez the buoyant track Celebrate”) for the (“Come Indomitable Lions, which also in English: “We don’t a rap features don’tscore/We don’t score/We shoot ball/This is how we play celebrate/I football/Celebrate, up!” the Lions gonna take know erto that includes the English- album . 5 on the Billboard Hot 100 in 1964. But Hot 100 . 5 on the Billboard —J.C.N. asking why the global perception of Brazilianasking why the global tion,” pointing dance-pop to -tinged pop duo debuted a , suggesting of Brazilian music in addition to the official World World to music in addition the official of Brazilian “,” which features ’s Brazil’s One,” which features “We Are oncurs Marcelo Castello Branco, the former chairman of chairman the former Castello Marcelo Branco, oncurs swelling national pride in Brazil, though. One Brazilian music though. One Brazilian pride in Brazil, swelling national WorldMags.net om Santana, and Wyclef Jean, soundtrack. They include anslate, and it’s often temptinganslate, to and it’s feature lyrics in English mixed withfeature ,” says Castello Branco ,” says Castello Branco turns 50 this year, and Verve/Universal is celebrating with a reissue of is celebrating with a reissue and Verve/Universal 50 this year, turns may happen,” says Castello Branco. zil is such a large country that the veryzil is such a large ughter of Joao Gilberto — singing a cover GHANA Go Black “Go Wiyaala’s on released was Stars … Goal!” label. Record the Djimba World drums tribal The anthem features and stadium as well choruses in English, including as phrases bless our the uplifting “God our homeland, Ghana. And make a Black and strong,” nation great Stars team prayer. sung by Astrud Gilberto No sung by Astrud that reached tionally. The feeling is that we all lost a huge The feeling is that we all tionally. , released on RCA in the United States. As a FIFA partner, the label was required to required was the label partner, in the United States. on RCA , released As a FIFA , the Grammy-winning , the Grammy-winning Gilb and Joao not gotten far beyond “Ipanema” in the eyes of thenot gotten beyond far “Ipanema” have turned against the World Cup, writing protest writing protest Cup, against the World have turned THE SAME OLD SAMBA FOR WORLD CUP SONGS CUP FOR WORLD OLD SAMBA THE SAME they’re being received with “subdued indigna they’re being with “subdued received Sony is putting out three new CD compilations Sony is putting out three WHY CAN’T BRAZIL CAN’TWHY BRAZIL music hasn’t much in those five decades. changed as the World Cup puts the spotlight on Brazil, some are Cup puts the spotlight some are on Brazil, as the World language version language version “The Girl From Ipanema” “The Ipanema” Girl From Getz/Gilberto INSTEAD OF THE SOUND OF CONTEMPORARY BRAZIL, IT’S BRAZIL, IT’S OF CONTEMPORARY OF THE SOUND INSTEAD GET ITS GROOVE ON? GROOVE ITS GET Billboard . One Love, One Rhythm I do not think we have, so far, any Brazilian repertoire that has a true chance that has a true repertoire any Brazilian I do not think we have, so far, The singles from the official World Cup album aren’t Cup album World the official The singles from “The c Cup is not very Brazilian,” music of the World “The and anything is on the ground, ball Like Astrud Gilberto’s English version of “The English version Ipanema,” the main From Girl Gilberto’s Astrud Like to may be“Brazil very difficult and tricky tr in the world and, according to music market a is the eighth-largest Brazil “Most people don’t understand that Bra artists Some Brazilian

include collaborators from Brazil on the official song, ’s on the official Brazil from include collaborators Cup album, Cup album, fr Will Find a Way),” anthem “Dar um Jeito (We executive tells songs by Pitbull and that lack a true “Brazilian feel.” “Brazilian Martin that lack a true songs by Pitbull and Ricky anthem, “Tiempo Cup-ready . World de Alegria,” during this year’s “But not interna to be a hit — not locally, opportunity to musically speaking as well.” the world a new Brazil, show South and Central America for EMI Music, now head of his own music contentSouth and Central company. and branding Accented made for audiences outside of Brazil. Cup songs were by World rhythms, they Carnival whistles and birdcalls, has on the album with Pitbull adding a bit of Spanish. Another track Portuguese, Bebel Gilberto — the da New York-based of “Tico in 1945. Miranda a flirty by Carmen song made famous Tico,” know simplify and go with what you already have music may that Brazilian besides themselves,” Brazilians fault not anyone’s but it’s frustrating, world. “It’s and how we clearly about who we are tohe adds. “We must learn speak more towant be seen. Otherwise the past speaks louder.” IFPI report;recent 90 percent Generally, in its top of the music 10 is Brazilian. acts haven’tBrazilian been too outside the country. concerned their reach about popular artists can 240 concerts perform says Brazil a year there,” “The Schiavo. it complicated Alex president makes size of Brazil to maintain tosuccess become the other hand, it is hard On in Brazil. if successful abroad not successfulyou are in your own country.” have begun But more in Brazil. presence songs against the tournament’s to alternatives the official their own releasing and superstar who band Skank reggae IveteVictor Sangalo, & Leo, Italian-born singer Annee makes Italian-born singer Annee makes Cup fame her play for World Pero)” Pom with “Besame (Pom for Italy’s featuring El Hechicero Gli Azzurri (“The Blues”) team. The featuring video, track’s club-ready Annee with two bikini-clad backup enjoying the beach,dancers is interjectedbizarrely with shots of a football field ITALY

BIA ALVES/LATINCONTENT/GETTY IMAGES. LEITTE: BUDA MENDES/FIFA/GETTY IMAGES. PIRES: ERIC JAMISON/GETTY IMAGES. ROWLAND: KARWAI T KARWAI ROWLAND: IMAGES. JAMISON/GETTY ERIC PIRES: IMAGES. MENDES/FIFA/GETTY BUDA LEITTE: IMAGES. ALVES/LATINCONTENT/GETTY BIA ANG/WIREIMAGE. MONAE: GUSTAVO CABALLERO/GETTY IMAGES. TIMBALAND: PAUL ZIMMERMAN/WIREIMAGE PAUL TIMBALAND: IMAGES. CABALLERO/GETTY GUSTAVO MONAE: ANG/WIREIMAGE.