Maluma has joined with Jason Derulo on a bilingual dance-ready version of Coca-Cola’s 2018 FIFA World Cup Russia song “Colors.” True to form, the Latin chart topper turns the unity-promoting song from the tournament sponsor into the most suggestive World Cup anthem ever.
Maluma echoes Derulo’s English lyrics in Spanish at the start of the song, which include the Coca-Cola tagline “taste the feeling,” a reference to waving flags that echoes the beverage company’s 2010 World cup song, K’naan’s “Wavin’ Flag,” and soccer allusions with layered meaning (“hands up for your colors”).
With phrases like “tantos países, mismos raíces” (“so many countries, same roots") Maluma tailors the song's evergreen global message to Latin America, then gets down to business with an invitation to dance, “aunque tú y yo no somos del miso lugar” (“though we aren’t from the same place.”). Soon, he’s delivering a bedroom-voiced rap that takes the idea of soccer passion to a new level. He signs off at the end of the song with a kiss (“the World Cup is here – mua”).
Maluma is set to premiere the Latin American version of the song at an event in Miami today (March 14) that will be live-streamed on Coke’s social media channels.
Coca-Cola unveiled the first, all-English version of its promotional anthem sung by Derulo last week, released as a single by Warner Bros. It is not the official 2018 FIFA World Cup Russia anthem; that is yet to be unveiled by the international soccer governing body. Coca-Cola has been an official sponsor of the World Cup since 1978. Its 2014 World Cup. Brazil anthem was “The World is Ours,” featuring David Correy, Aloe Blacc, Monobloco and Gaby Amarantos on various versions.
Maluma, who notched his seventh Latin Airplay chart no. 1 with “Corazón,” with Brazilian singer Nego do Borel, is confirmed for a Star Q&A during Billboard Latin Music Week in Las Vegas (April 23-26).
He kicks off a U.S. tour on March 23.
