Tag: M.I.A.

The Music Masterminds Behind EA SPORTS ‘FIFA’ Soundtracks Break Down the Method Behind Their Magic

The arrival of a new EA SPORTS FIFA game is always an event eagerly awaited by millions of gamers around the world. The release of EA SPORTS FIFA 23 in September was no exception. But in addition to getting their hands on the latest and greatest gameplay, a major highlight for fans of the series was the launch of the FIFA 23 Official Soundtrack

Now, Spotify is introducing an exclusive and personalized EA SPORTS FIFA Mix that takes some of your favorite songs and mixes them with a handful of FIFA soundtrack classics to create the ultimate audio experience as you celebrate your wins. 

It’s also time to settle the age-old debate for the greatest tracks in EA SPORTS FIFA’s 25-year history. Along with the personalized EA SPORTS FIFA Mix, EA SPORTS and Spotify have also partnered to make the 1,000+ songs that have been featured on FIFA soundtracks playable in one place. From there, fans can back their favorite song and even share it on social media using the hashtag #UltimateFIFASoundtrack to fight for its rightful place on the Ultimate FIFA Soundtrack, slated to launch in-game November 9.

Ever wondered what makes the EA SPORTS FIFA playlists pop? For the Record sat down with long-time EA music supervisors Cybele Pettus and Raphi Lima to get the ins and outs of what goes into one of the most influential gaming soundtracks out there.

Creating a soundtrack for a franchise as big and storied as FIFA seems like a massive undertaking. Where did your process begin for FIFA 23?

Cybele Pettus: The process begins immediately after the previous year’s game soundtrack is finished. The actual sourcing starts with the hundreds of global contacts we’ve nurtured over the past 20 years, including labels, publishers, managers, and artists. And while that gives us a unique overview of emerging trends and new performers, it is still a massive undertaking. I think the process is ongoing in that our FIFA ears are open all the time.  

Raphi Lima: For me, the process is absolutely ongoing. Every time I hear a new song that triggers a huge emotion in me, I immediately ask, “How can we get behind this and put it in FIFA?” I feel like I’ve been happily in this process for the past 20 years. 

Steve Schnur, EA Games President of Music, has previously spoken about how the FIFA soundtracks have become culture. In your eyes, what makes the FIFA soundtracks so unique?

CP: Think about what MTV and terrestrial radio meant to young people 30 years ago. But even then, those formats were localized. Because soccer/football is the world’s most popular sport, tens of millions of gamers have come to know our FIFA soundtracks as their number one destination for discovering new music. Even more important, we’ve brought together so many different genres in a cohesive body of work. Again, it’s about commonality; people’s love for the sport and the game has united the world in a collective love for its music. That’s the power of FIFA.  

RL: Music is my favorite language and mixtapes were a way to communicate and connect back in high school. The music we shared became a part of each other’s lives and our identities.  

I’ll always see that as the foundation for what we do with FIFA. Every year, it’s as if we get to create the most incredible global mixtape ever. Cybele and I still have that same “You’ve GOT to hear this!” enthusiasm for music we both had in high school, only now it’s on a worldwide level.  

Over the past 20 years, we’ve had the ability to turn people onto the next song or artist they’re going to fall in love with. Even if you don’t speak a song’s language, you can connect with its vibe. The bridges we’ve built with music around the world have changed people’s lives. And we are incredibly proud of that. 

Are there specific qualities in a song you were looking for as you narrowed down the list for the soundtrack? 

CP: We start by listening to literally thousands of songs. Next, we pare it down to hundreds. Then we listen and discuss song by song by song. It can be a painful whittling process because while we agree on plenty, there will always be those songs that we individually feel passionate about. Those are my favorite arguments. Keep in mind that we’re often looking at new artists that haven’t released any music yet, so there are no quantifiable metrics to apply. So much of what we do is based on good ears and gut instincts. It may sound cryptic, but you know when you know.

Is there a particular mindset or mood that you want the soundtrack to evoke as people play FIFA 23?

CP: The main soundtrack will always have a global focus on new music from up-and-coming artists and new material from established stars. But the game’s Volta mode, which is street-play based, allows us a much grittier programming palette. This year, we’ve curated 52 tracks that bring together hip-hop, grime, electronic and more from U.S./U.K. performers like Jack Harlow, Central Cee, Nas, and Kojey Radical ft. Knucks, alongside new underground artists from places like South Africa, India, Germany, and Nigeria. The two soundtracks may wear slightly different hats, but they work really well together in that unique FIFA way. 

Are there any new sounds, ideas, or approaches that you worked into the FIFA 23 soundtrack?

CP: The year features 110 total tracks representing 34 countries, including artists from Malaysia, Lithuania, Sierra Leone, and Malta for the first time. That’s as global as it gets. I also think many of this year’s more unique new artists—Daniela Lalita, Haich Ber Na, SOFY, MILKBLOOD, Cryalot, and Bianca Costa, for example—will make a huge impression in the year to come. Add in that great gritty Volta vibe, and it’s truly a standout soundtrack.

RL: I think this year’s specific mix of genres, new acts, and marquee names works incredibly well. There can sometimes be a quick commercial trajectory on songs by established artists, so it’s important that their songs be both new and major. This year’s tracks from Phoenix, Gorillaz, M.I.A., Yeah Yeah Yeahs, ROSALÍA, and especially Bad Bunny are all that and more. 

One of the hallmarks of FIFA soundtracks is that they often feature rising talents. Are there any artists who broke through on Spotify after being featured on a FIFA soundtrack?

CP: The second the FIFA 22 Spotify playlist dropped, everyone knew Glass Animals’ “Heat Waves” was an instant classic. The ultimate metric will always be the fans’ reaction.

RL: Every year we get feedback from our artists and partners when the FIFA soundtrack is announced. The impact is felt across big and small acts, with streams jumping over 500% for some of them during the weeks that follow. Smaller artists have leveraged major record or publishing deals after a FIFA placement, as well as booked international tours once a song made the list.

If you had to pick your FIFA anthem, what would it be?

CP: Certainly Blur’s “Song 2” is FIFA’s most iconic track. Kasabian’s “Club Foot” is another huge one. And I think John Newmans “Love Me Again” is timeless.

RL: That’s a tough one. But Major Lazer’s “Que Calor” from FIFA 20 was a song we brought to life for the game, and it became an instant hit. Best of all, you still hear it at major sports events—not just FIFA—to this day. My heart explodes every time it comes on!   

Ready to revisit 25 years of FIFA soundtracks? Click here to create your own unique FIFA Mix. And to hear all the hottest sounds from this year’s entry to the series, check out the FIFA 23 Official Soundtrack below:

 

New Zealand’s CHAII Brings Persian Flair to Hip-Hop

Soon after migrating to New Zealand at age eight, the Iranian artist CHAII heard Eminem and felt “instantly hooked.” Three years later she was making music herself. Fast-forward to today, and her swaggering, pop-friendly hybrid of Western hip-hop and Persian musical touchstones is making a massive splash, leading her to being included in Spotify’s global emerging artist program, RADAR.

The program features artists from over 50 markets worldwide and helps performers at early stages of their careers broaden their fan bases. Awareness of the artists is built through Spotify’s social channels, RADAR playlists curated by Spotify’s editors, and bespoke marketing initiatives.

Originally from Ahwaz, Iran, CHAII paid tribute to the region with her debut single, 2019’s “South.” The song incorporates sounds from southern Iran, which is home to a deeply rhythmic style of traditional dance music called Bandari. This style of music combines Persian instruments like the tombak and daf with Afro-Cuban instruments like conga and talking drums. 

“It’s very inspiring, especially the drums and percussion in the 6/8 time signature,” CHAII tells For the Record. “Persians love dancing, and 6/8 gets you moving no matter where you are in the world.” She also credits modern classics from Persian artists like Googoosh and Siavash Ghomayshi for reminding her of her native country’s musical offerings during her rap-heavy teen years. 

Those mingling global influences inform her own music today: her breakthrough track “Digebasse” sees her rapping in both English and Farsi alongside an equally international guest in B Wise, an Australian rapper with Nigerian heritage.

“Rapping in Farsi came naturally for me,” she says. “It also helped me practice my native tongue. Incorporating traditional Persian music into the hip-hop world [has been] a very long but fun process. I’m still experimenting with it and feel I’ve only just scratched the surface.”

Her punchy, continent-jumping sound recalls the similarly worldly hip-hop of artists like M.I.A. and Tkay Maidza, especially on her new single “Lightswitch.” Produced by Frank Eliesa of the genre-bending New Zealand ensemble Yoko-Zuna, the song packs CHAII’s nonchalant lyrical takedown into a brisk three minutes of catchy hip-hop.

“‘Lightswitch’ reflects on my journey in music so far, working hard to get to every stage,” says CHAII. “Coming to the conclusion that you can’t please everyone and have to own what you do. To live with no regrets and be bold.” She also connects the song to some of the Iranian artists now based in Los Angeles who similarly have brought their country’s music to wider audiences. Like so many artists at the moment, CHAII watched her year’s plans dissipate somewhat in the wake of the pandemic. She was slated to make her debut at SXSW this year, for example, before the festival was cancelled due to COVID-19. Yet she remains upbeat, using this time to reflect and work ahead.

“I’m used to having to adapt to change, especially from being in the music industry,” she says. “Even though it’s a crazy time, I see it as a time to refocus and write more music. [And] to make a bigger and better show for when the time comes to resume our shows overseas.” 

For now, CHAII’s already considerable international reach will get a serious boost thanks to her inclusion in RADAR. “I was truly surprised to be chosen,” says CHAII. “It’s a partnership I’m hugely looking forward to. Spotify has been a big part of getting my music to a wider audience, regardless of not fitting [into any one] box. My music is an example and a reflection of cultures morphing, and I feel the world needs to see, hear, and experience more of that.”

Check out more of the artists selected for Spotify’s global RADAR program.