The following is a press release from Teddy Afro regarding the Ethiopian version of the World Cup anthem.
Press Release
Over the past months, we have been under intense pressures with flooding requests to reveal our positions regarding the relationship that exist between Coca Cola and the widely rumoured involvement of Artist Tewodros Kassahun or “Teddy Afro,” on the Ethiopian Version of the World Cup Anthem. While it came as a big surprise for us to learn how Teddy Afro’s association with Coke could leak out and became almost a public knowledge considering the fact that we have made and upheld a firm contractual commitment to maintain strict confidentiality, we have now come to understand that the disclosure of Teddy’s association with Coke by producers a local FM media entertainment program was ironically, not only confirmed but even the Coke’s TV production was praised by Mr. Misikir Mulugeta, Coca Cola Brand Manager for Ethiopia and Eritrea.
Undoubtedly, on behalf of Coca Cola, the local Brand Manager initiated to bring Teddy Afro with Coke TV Production to take part in the Ethiopian Version of World Cup Anthem. We welcomed the request in absolute good faith since the project brings our lovely motherland to the spot light of world cup spectators around the globe on its positive side and make Ethiopians presence in this major global sporting event, highly anticipated by large number of the world population, visibly felt as part of our contribution to image building efforts to our country and people. In addition to this, we were also mindful that upon its release, the Ethiopian version of the World Cup Anthem will heighten and enhance worldwide recognition and reputation of Teddy Afro’s artistic image and personality.
In response to our unwavering allegiance to our esteemed motherland and fans among humanities at home and abroad, our involvement was appropriate and justified. On his part, Teddy Afro invested his time, energy, and artistic wisdom to his level best in his bid to achieve the best possible TV production on the Ethiopian Version of the World Cup Anthem. He was perfectly aware that his participation in the Coke Studio project had among others, a daunting mission of bringing the image of Ethiopia in to global attention through world class brand and not prompted by a negligible and token advantage acquired from commercial ad to promote certain products.
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