Birmingham to screen FIFA World Cup opening matches

Celebrations to bring together exceptional talents of Dj’s


21th May 2010: As the Rainbow Nation, along with the rest of Africa, prepares for to host 2010 FIFA World Cup for the first time, the Custard Factory in Birmingham will celebrate the event by screening both opening matches live on Friday 11th June 2010.

The 2010 FIFA World Cup — the 19th premier international football tournament — is scheduled to take place between 11 June and 11 July 2010 in South Africa.

The celebration at the Custard Factory will include homage to the Rainbow Nation and its love affair with House Music, bringing together the exceptional talents of Dj’s from South Africa, Botswana, Zimbabwe, Australia, England and Jamaica to provide the soundtrack to this celebration. 

Profits from the event will go towards supporting UK-based Zimbabwean Charity WEZIMBABWE’s education projects in Zimbabwe.

When Germany was announced as the hosts of the 2006 FIFA World Cup, despite South Africa being strong favourites, the choice was greeted with surprise and indignation around the world.

In South Africa, Mandela’s Rainbow Nation had gathered to celebrate their impending victory, but they instead had to break out into a moving rendition of “Senzeni na”, or `What have we done to deserve this’, to demonstrate their sense of injustice. Singing was their natural response.

In Africa, every step has a beat; every thought a song. So what happened at this announcement was almost to be expected, Africans always turn to music. People sing when they celebrate, sing when they commiserate, when they work and when they play. It is part of everyone’s life everyday.

Fast forward to 2010 — for Africans this is a massive endorsement, another `Yes we can!’ moment. No wonder, it will be greeted with and accompanied incessantly by song. 

On the streets of Soweto, Alexandra, the Cape Flats, in the cities and suburbs, House music has become the soundtrack to many people’s lives. House music is huge in Southern Africa and is not just a source of pleasure but an avenue to international stardom for many young Africans and will have a major impact at the World Cup this year.

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