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Label News (more headlines) 05-31-2014

Mohammed Assaf To Record International Song: To Be Performed At The Opening Ceremony Of The 64th FIFA Congress Event In Sao Paulo, Brazil

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Platinum Records are producing a ground breaking digital activation in partnership with American award winning innovators, Live One, to connect audiences from around the world together in a Crowd Surf, that gives Mohammed Assaf - Arab Idol Season 2 winner- 24 hours to come up with a new song streaming live on mbc.net, which he will then perform at the Opening Ceremony of the 64th FIFA Congress Event in Sao Paulo, Brazil on the 10th of June.

The song will be produced by US multi Grammy Award winning Producer, Rodney "Darkchild" Jerkins, known for his work with Michael Jackson, Mariah Carey, Whitney Houston and many others, in collaboration with leading Lebanese producer, Michel Fadl and Walid Al Fayed, and Arabic lyricist Nizar Francis, who will all take part in the 24 hour session. The international production will be a cross-over fusion produced in the football spirit of hope, youthfulness, coming together and uniting the world.

"I am very excited to be coming to Dubai to take part in this new interactive experience working with the very talented Arab Idol, Mohammed Assaf and producing a new Arabic cross-over song for the world," said Jerkins.

Platinum Records are deploying and developing new and emerging technologies to allow as many people as possible to take part in the production and gain insight into the creative process that goes into making a great song. To be part of the song, fans and followers are asked to submit their tweets & Facebook lyrics to #ASSAF360 starting May 25th till June 3rd (the day of the recording).

The live stream session, scheduled on June 3rd in Dubai will use technology to give fans the opportunity to interact with the Artist Mohammad Assaf and tweet lyrics and rhythms that will be selected to create the new single. The Dubai studio will be fitted with a movement-based projection system that will stream fans' opinions and showcase them onto a studio wall for easy viewing by Assaf and his production team. Fans will also get a chance to ask Mohammed Assaf any question in a dedicated one-hour live chat during the session.

"We have been planning this production the last 3 months and thrilled to have the amazing hit-producer Rodney Jerkins leading the music for this one-of-a-kind fusion with our fantastic Artist, Assaf. It is surely going to be a very exciting 24 Hrs," said Taymoor Marmarchi, Head of Platinum Records.

MBC will broadcast the project live for 24 hours, on its main website mbc.net and cross-promote the activation across all channels with live feeds on MBC programs throughout the day, as well as via social media to keep fans engaged.

The song will be downloadable that evening on Anghami+ and iTunes for all fans and followers, where 100% of proceeds from downloads will support UNRWA and the refugee crisis. Assaf will be performing the created track live on June 10th at the Opening Ceremony of the 64th FIFA Congress Event in Sao Paulo, making him the first Arab singer ever to perform at a global FIFA event. The concert performance will be broadcast live on FIFA.com and on MBC the following day, June 11th 2014.

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