Cezar’s Electro Reggae hit ‘Keep On’ chosen for Coca-Cola’s ‘WE8’: A series of 8 limited-edition highly stylized, Coca-Cola aluminum contour bottles designed by China’s 8 leading graphic artists and accompanied by songs from 8 talented musical artistes from the West. Jamaica’s Reggae Soul singer Cezar has been invited by Coca-Cola to be a part of their Beijing 2008 Olympic Games ‘WE8’ series. As the world joins together for the Beijing 2008 Olympic Games this summer, Coca-Cola invited 16 artists, eight visual artists from the East and eight musical artistes from the West, to jointly represent eight corresponding themes reflecting the possibilities for happiness and connection from both the Coke Side of Life platform and the upcoming global gathering in Beijing.
Impressed by the inspiring and optimistic lyrics of Cezar’s award winning single Keep On, Coca-Cola approached Ultra Records to use the Electro Reggae remix by German house music production duo Spencer & Hill to express the theme ‘Active Optimism’. Spencer & Hill then remixed it once again to incorporate the five signature notes from the melody of the award-winning 2006 “Happiness Factory” Coca-Cola advertisement.
“For this project, we sought music artists — both internationally renowned stars and emerging acts — who share our passion for positivity,” said Umut Ozaydinli, worldwide music marketing manager, Worldwide Sports and Entertainment Marketing, The Coca-Cola Company. “They are key players in our mission to inspire people to see the positive side of life, and we also will help them reach new audiences all around the world. We believe in the power of music to build relationships with people — it’s part of the heritage of Coca-Cola.”
With musical artistes TiÃ«sto from the Netherlands, Benny Benassi from Italy, Kaskade, Jes, Lucas Prata and Jay-J from the USA and Serge Devant from Russia, Cezar is the only Caribbean artiste to be included in the Coca-Cola ‘WE8’ series and the first Caribbean artiste to get an endorsement from Coca-Cola International.
“This is an amazing opportunity for me and a great platform for my music. Music plays a critical role in bringing people of different cultures together because it exists as a truly universal language.” — Cezar
Cezar’s name and the web link to download the Keep On remix will appear on the bottle representing ‘Active Optimism’ designed by Chinese artist Chen Shaohua. From May through September 2008, the ‘Active Optimism’ design and Cezar’s Keep On are available for DRM free download, which works on all devices, at: http://coca-cola.com/we8. The actual bottle will be available for purchase in New Zealand, the USA, Beijing and online from June to August 2008.
Cezar will be performing at all the upcoming Coca-Cola ‘WE8’ events to be announced in June 2008.