Spotify presents Class of 4-3-3, a yearbook-style showcase photographed by Pieter Hugo celebrating the symbiosis with FC Barcelona, told through new African sounds, and the convergence of football and style.

Through a first-of-its-kind partnership with FC Barcelona, Spotify brings the worlds of music and sport together for fans around the globe to enjoy. From special matchday shirts featuring logos from Latin music’s most-streamed female artist KAROL G, to artist takeovers at Spotify Camp Nou, Barcelona’s iconic stadium. Spotify gives artists a global stage to showcase their talents like never before. “Music, like football, is a universal language that bridges diverse communities, offering a soundtrack to the collective experiences of fans and players alike,” says Kevin Seturumade, Consumer Marketing Manager at Spotify South Africa. “Just as a memorable football match can evoke deep emotions and a sense of belonging, so can a compelling musical composition or performance.”

Now, Spotify turns the spotlight onto South African musical talents and sub-genres, illustrating how football and music unite diverse communities. Emerging artists are among the most innovative, and the Class of 4-3-3 campaign sees Spotify harness this energy to showcase the power of relentless creativity and passion. 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 Seturumane. “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.”

The 2024 Class of 4-3-3 dynamic music evolution parallels FC Barcelona’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. “Just as these emerging South African artists are honing their craft and pushing creative boundaries, FC Barcelona invests in cultivating young talent, emphasising growth and potential over immediate commercial success. Both scenarios highlight a commitment to innovation and long-term development, whether in music or sports, creating a platform where future stars can thrive and make a significant impact,” says Seturumane.

By partnering with boundary-pushing artists and innovators, Spotify cements its reputation as the prime destination for discovering and sharing the newest sounds. “Innovation means creating a tapestry using threads from all your influences to create a new image that is reflective of your point of view, “ says Desire, who describes his music as “Precious Metal”, a subgenre of avant-garde core music from Africa. Reflecting on progression in the space, artist KEED says, “There are no limitations anymore. With the evolution of technology and access to different platforms, artists can now take charge of their careers making it easier to promote their music, collaborate with other artists, and essentially generate revenue for themselves in real-time.”

In Africa, the intertwining of football, music, and fashion, crafts a vibrant, everyday narrative. “Soccer played a big role in our community,” says drill artist Ziggy 4X. Recognising this, Spotify uses the FC Barcelona football jersey as a connector to establish its commitment to the discovery of new talent in a rich African landscape. “Football is a universal sport that unites people from all walks of life,” says open-format DJ, DJ DOOWAP. “The football jersey is an extension of that, signifying joy, sportsmanship, solidarity, and harmony.”

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.”

Please intro yourself and share a brief roundup of your journey into music.

Yo yo yo I’m Ziggy4x the biggest gangster baby, I really got into it and started taking music seriously when I was introduced through a local music camp in Cape Town, that I happened to pop by, after seeing what the other artists were doing I asked to get a chance to get on the mic and made magic. Since then having access to the equipment has helped me to keep working on my craft.

⁠How would you describe your music genre?

My music genre is drill which is an aggressive style of rapping on the streets.

What does innovation mean to you?

Creating my style of music, mixing Afrikaans within the drill genre

⁠What excites you about how people are sharing and engaging with music in the world today?

There are more opportunities for the kids to enjoy music in their way, where they want when they want.

What is the cultural significance of a football jersey and how can it be used as a unifying force?

Soccer played a big role in our community. I love it and can play proper football. So being part of this really is such a full circle moment being able to collaborate through my music in this campaign. As much as my music is a reflection of my community, this jersey is also a reflection of what unity and support mean from a love of a common thing.

Please intro yourself and share a brief roundup of your journey into music.

I’m Doowap, a live mix DJ, Artist, and Sound Engineer. My career started a decade ago hosting a show on YFM, the biggest youth radio station in the country. I was also a TV presenter for the music show One Mic on SABC 1. In 2014 I started DJ’n for the late Riky Rick touring nationwide with the Boyz n Bucks. In 2017 we parted ways and I started touring as a DJ worldwide performing at festivals such as Afropunk in New York, Sole DXB in Dubai, Mysteryland Fest in Amsterdam, and many others. I’ve also been fortunate to perform at Paris Fashion Week numerous times as well as Milan Fashion Week. It’s been a beautiful journey opening for some of my favourite artists such as Diplo, Amaarae and MIA.

How would you describe your music genre?

I’m an open format DJ who dabbles and makes music in various genres such as Amapiano, Kwaito, Gqom and Bacardi.

What does innovation mean to you?

Innovation is my brand, I pride myself on being a creative who sets trends, inspires others, shifts the game, and opens doors to the future.

What excites you about how people are sharing and engaging with music in the world today?

Platforms such as Spotify are giving listeners access to music and artists from all around the globe, expanding the audience’s taste which makes crowds more receptive to the new vibes we bring from Africa when DJ’n. It exposes all of us to new cultures and new sounds bringing us all closer together.

What is the cultural significance of a football jersey and how can it be used as a unifying force?

Football is a universal sport that has united people from all walks of life for years. The football jersey is an extension of that as well as a fashion item. The football jersey signifies joy, sportsmanship, solidarity, and harmony.

Please introduce yourself and share a brief roundup of your journey into music.

Yo wassup I go by the name of K.Keed aka K bantwana the flyest on the block. My music journey has been a never-ending roller coaster, filled with a lot of support, a lot of blessings, and a lot of surprises too. Which I’m extremely grateful for because I wouldn’t be here today if each and every one did not play a significant role in my music journey.

How would you describe your music genre?

I would describe my music genre as game-changing, youthful, and most importantly fun.

What does innovation mean to you?

Innovation to me means pioneering for the greater good. It means fearless courage and not being held back by social constructs. Evolution and growth for the better.

What excites you about how people are sharing and engaging with music in the world today?

There are no limitations anymore, with the evolution of technology and having access to different platforms artists can now take charge of their careers making it easier to promote their music, collaborate with other artists, and essentially generate revenue for themselves in real time. The easy access allows artists to be discovered, allowing them to grow their fan base from their communities. So anything is possible.

What is the cultural significance of a football jersey and how can it be used as a unifying force?

The cultural significance of a football jersey for me is the sense of community, a sense of belonging to a support system that is a part of something bigger than you. Nothing feels greater than having support and feeling like you’re not alone. Something as materialistic as a football jersey has the power to unite people from different countries, cultures, and different backgrounds all brought together by the love for sport. I find that very empowering and impactful in the standards of creating a movement. This creates a sense of belonging and a nature of community.

Please introduce yourself and share a brief roundup of your journey into music.

Hey I’m Filah Lah Lah and I’m a singer-songwriter from Pretoria, South Africa – I started to pursue a music career professionally in 2020 and dropped my debut Ep Filasofy – which pretty much started this crazy journey.

How would you describe your music genre?

I’d say alternative R&B.

What does innovation mean to you?

Just having the courage to do your own thing even if it’s scary.

What excites you about how people are sharing and engaging with music in the world today?

It’s interesting to see how small the world has gotten because we’re so connected now. The internet has garnered tools to create that connection and I feel music, sport, and entertainment in general are just a few of those tools.

What is the cultural significance of a football jersey and how can it be used as a unifying force?

As a South African, it’s not difficult to see football’s cultural influence and relevance in our country. Football has a way of bringing us together, and I feel a jersey has the power to ionise an era and to establish a common identity while embracing a person’s aesthetic.

Please introduce yourself and share a brief roundup of your journey into music.

I am Aphelele Klimbashe, known in the hip-hop community as LOOKATUPS. I am a 22-year-old powerhouse from Cape Town, South Africa. I create music that my friends love to hear when going out—a sound that celebrates and encourages life for everyone who listens. With a journey full of ups and downs music has taught me to be more patient and confident. Every celebration came with growing and every anguish came with lessons.

How would you describe your music genre?

It’s hip-hop just in my mother tongue and with enough influences from local and overseas that I’ve made it my own. Sometimes I may sing and sometimes I may rap, so those two elements allow me to have fun with the genre and allow me to create the sound I now have.

What does innovation mean to you?

Innovation is taking enough inspiration to create beautiful chaos. Almost like how your influences growing up made you into the individual you are, 1000 ideas can form one idea that is “original”.

What excites you about how people are sharing and engaging with music in the world today?

It’s so easy to be global or international. One thing about our generation is we’re not afraid to dream and the new age now allows you to be as wild with your dreams as possible. I love how an artist from eKhayelitsha can be heard in Paris all through a press of a few buttons. It’s made the world feel smaller and in a way makes everything and anything tangible.

What is the cultural significance of a football jersey and how can it be used as a unifying force?

Football has the power to bring together diverse populations. Fans from various backgrounds, beliefs, and social standings gather and celebrate their team, using the jersey as a common ground that fosters social solidarity.

Please introduce yourself and share a brief roundup of your journey into music.

I am Desire Marea. I am a healer and multidisciplinary artist. My journey into music began when I was broken and I discovered the healing qualities of music. I have been creating since then.

How would you describe your music genre?

I would describe my music as “Precious Metal”, a subgenre of avant-garde core music from Africa. There’s a term Nkuley coined called “Dlozicore” and I also vibe with that as a genre.

What does innovation mean to you?

Innovation means creating a tapestry using threads from all your influences, to create a new image that is reflective of your point of view.

What excites you about how people are sharing and engaging with music in the world today?

People are dancing a lot more. Movement is more universal now than it has ever been. That says a lot about the space black bodies, especially from Africa, occupy in pop culture right now. From having your movements limited to having them mimicked the world over. That’s something.

What is the cultural significance of a football jersey and how can it be used as a unifying force?

It is like a tattoo, a hairstyle, scarification, or anything that denotes your allegiance to a tribe or a subculture.

Please introduce yourself and share a brief roundup of your journey into music.

My name is General C’mamane a Gqom producer of many hits in SA, represented by Propitertainment. I worked with a late Mandla Maphumulo known as (Mampintsha) on a hit track called Diego and more, worked with Qué DJ on We Don’t Play The Same Gqom EP, and won two Metro FM Awards in 2023 on the track ID: Sikilidi by Dj Tira produced by myself. I’ve been Working closely with the Icon himself and a business DJ Tira (Afrotainment).

How would you describe your music genre?

My sound is very unique, it’s a Gqom sound that can be played over different contents.

What does innovation mean to you?

Innovation is creating something different and coming up with new ideas for the sound I’m making for my fans.

What excites you about how people are sharing and engaging with music in the world today?

The love they show when jamming and playing my music, it’s a feeling that gives me joy in my heart.

What is the cultural significance of a football jersey and how can it be used as a unifying force?

The cultural significance of wearing a football jersey is a personal feel and respect for the team that you support and it is a symbol that shows anyone the team that you commonly support.

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. Follow @spotifyafrica to join the conversation.