On the Ethiopian Version of the World Cup Anthem

On the Ethiopian Version of the World Cup Anthem.

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.
It was with great honour, pride and satisfaction that we received a highly invigorating and enthusiastic news and congratulatory note from Mandala TV, the Agent of Coca-Cola Central East and West Africa Limited to provide various services for the production and launch of a music property through its Production Manager, Mr. David Sander, who disclosed that Teddy Afro’s work in the Coke studio has been superbly and successfully completed and further confirmed that “The World Cup Video has been produced and distributed to Coca Cola for release – probably in January.” Following the completion of the work, the excited TV producers were even prompted to solicit, there and then, Teddy Afro’s participation, for free, on Coke’s Album, which was immediately accepted and performed for “the new year episode” that “played out on 31st December in four countries from 8pm” last year,
Several days later, while we were eagerly waiting for the final distribution and release of the finished work on the Ethiopian Version of the World Cup Anthem, Mr. Misikir offered us to see the finished work and we were all very happy with the artist performance as much as the producers of Coke Studio.
Shortly afterwards, in a dramatic twist and out of the blue, Mr. Misikir approached and attempted to inform us in a rather timid mood that Teddy Afro’s participation and coverage in the work “does not fit his reputation” and sought our support and approval for him for the finished work non-release. The whole trail of events that led him to try to persuade us to accept his position was also accompanied by a request that he wanted “a teleconference” to be conducted and threatened us to avoid any disclosure regarding his latest position by Teddy Afro that in his opinion would be “a disaster.” Moreover, as if he was not involved from the very outset, in persuading us to take part in the Coke project and bringing us in touch with Mandala TV, Coke Agent, Mr. Misikir totally denied any association and communication with Coca Cola and distanced himself with a calculated move not to shoulder any responsibility for his disgraceful, unpatriotic and coward act that compromised national and popular concerns to dubious and narrow self-serving interest.
We have been repeatedly assured by the Production Manager of Coke Studio on the high quality of the finished work from technical point of view. Accordingly, the reason and ultimate decision for withholding the distribution and release of the Ethiopian Version of the World Cup Anthem was made without any knowledge and discussion with the Artist or his manager by a concerted decision of Mr. Misikir Mulugeta and the Agent Mandala TV.
Despite our persistent request for the distribution and release of the work, the last response that we received through the agent emphasized that “at this stage, we are not going to release the Ethiopian version of the track for the time being” that attempted to cajole and diffuse our intense outburst and deceive us to believe that they will release it sometime in the future which adds insult on injury to our beloved country, lack of respect to all self-respecting Ethiopians, millions of local and expatriate fans, and the Artist.
The several efforts made on our part to seek clarifications or answers against the erratic and abrupt actions were either left unattended or simply disregarded and replies were often given after we lost our patience.
Finally, although a teleconference was organized to discuss on the issue with a view to create some sort of understandings on the respective positions of the parties involved, we have learnt that the discussion was unprofessionally organized, without transparency to candidly seek solution and full of insincerity by focusing on getting grasp of what our intention was rather than how we can jointly tackle and avoid the unfolding dispute. The fact that the teleconference was deliberately held by sidelining our Manager, who is legally authorized to deal with the issue, is by itself a clear proof for lack of good faith.
Regrettably, therefore we are forced to disclose to all Ethiopians and foreigners alike that are fans of the artist that we have severed our association and relationship with Coca Cola and decided not to condone these cowardice and unpatriotic acts of betrayal, disgrace and indignity that has national dimension against our esteemed motherland, people and fans despite our still persisting appeal for Coca Cola’s reconsideration of its action until the opening of the world cup.
We also assure our fans that while we continue to pressure Coca Cola to distribute and release the work until the last day, we shall simultaneously take all peaceful steps as are justified under circumstances to avoid impending controversies and dispute that would harm the image and interest of all parties involved and attempt to restore the confidence and trust that our fans bestowed on us.


13 Responses

  1. The boss lady says:

    So we heard your story and it’s quite unconstitutional. …and to be the judge we need to know there side of stories as well

    • Fasika says:

      It is unfortunate that our unique identity could not be manifested in a very good opportunity which the people of this planet came together for one month time in Brazil ..This is not the end of the world,neither the only way to enhance the image of our country or build personality ,but it may be one lost credit in a million . . On the other hand regarding the censoring of our part ,does the brand manager has a say on the decision made by coke producers or program director ? I do not think a person who has played the coordination part will go against
      something that bring about a damage to something that has national interest .I don’t buy the idea of blaming an individual personality. However, there is still a room to openly demand the coke senior management for an explanation directly .can u please go further up the ladder ? We should not forget in an aggressive marketing many things are done .

  2. I can see it in my eyes. I can feel it in my heart. I know what my icon is capable of. I know what he can do. I don’t have to see his work to admire and be proud of him. Like I said … I can see it in my eyes, I can feel it in my heart … how amazin’ and mind blowin’ his work is. … God bless Ethiopia and God bless her icon Teddy Afro. Amen!

  3. Yonatan says:

    Hey tedo u are very lucky guy u have so money followers just try to give the best of u I can see u smart no ? But i c u on the wrong side of history .let me ask u 1 question ?”afer yezo wistu arengodaye lemn ye hon ye rabewe afe “whose fault is that?

  4. Nardos says:

    I feel very happy when I finish reading. It such a brilliant message that I have got from it. I see an absolute maturity in the message. Teddy I believe in your performance and you will make us proud again! We will never give up! ” Fiker Yashenefal”!!!!! Keep going many of us are with you!

  5. Abiy says:

    Tedy is the gift to Ethiopians in this generation, he is the one and only one who preaches love, respect, unity and most importantly ethiopianism through his own music . its hard to understand what Tedy is singing and standing for unless one beliefs his/ her true nationality first. those who are confused and don’t even know where they are from clearly and need to be told almost every day about the difference between who they really are and where they are claiming themselves will never ever understand and get the heart warming messages that Tedy has been sowing thorough his songs. its all about love and unity nothing hate and division. long life to Tedy Afro!!! we Ethiopians Love you to death!!!!!!!

  6. h/yesus says:

    we are still proud of you. be strong and continue your own positive and country representing work to those who have positive mind. lehilinah tamagn hun. God bless u.

  7. Melkamu Tomas says:

    he is always the sign of perfection in the muzic industry of our motherland…..am deadly sure….the work is breathtaking. and am sure we will listen it soon…. But how many fans of Tedy can understand the idea of the text written in such power full words. the replica of the text should be posted in our language…..dont forget we are ethiopian and we have our own language to reach every single fan of Teddy. Pleeeeese do it in AMHARIC too.

  8. Abe says:

    Hey Teddy,
    We always love you, and you are the Icon of Ethiopia and ambassador of our country. We all Ethiopians know that it’s not because of the technical issue of your work that this came to happen on you and on us Ethiopians, it’s because of the invisible hands of those Ethiopian haters and enemies. They see the success of your career and the gains of your effort to promote and uplift your country’s undeniable long and proud history as threat to their evil cause and wanted to put hurdles at every step on that success. But they may try to stop the messenger, but they can’t stop the message. Whenever they try to do evil deeds and practices,please know that you are better than them and you have done your job effectively. Please also know that there are always cowards who “….die many times before their death” and half- way travelers who return back from their journey when they see the ford of the river and the bush road on their way. Such unpatriotic acts have getting to become the behavior and practice of some so called “elite” Ethiopians-BANDAS. Everything will change when the time arrives; they will become free not only from thier subjugators but also from thier tight-chainer”FEAR”. When the light overcomes the dark, it exposes as who has worn the tidy and the untidy clothes. Until then,Teddy continue with your eternal and true “FIKER YASHENIFAL”motto.

  9. Selam says:

    Our beloved Teddy,

    Never forget the best of best are always tested because evil want to diminish their flourishing capacity but we are millions of Ethiopians praying for you at this time! Mesekir is definitely an unpatriotic figure but we know who is behind that devilish work. You did your best , we are with you and we will always love you because Teddy is Love and Satan hate whatever is done for love! Please release a song on Mesekir and Coca-cola head bemetakat saynsawi kene amarignia …this idiot will go through depression mark my words! Teddy never leave your home without praying because the evil wants to rob, destroy and kill says the bible. Medhanialem ke ante gar new. God bless you i love you so much because you are an Icon of Ethiopianism.

  10. Sole says:

    Dear Tedy! No doubt we love and admire you. But I tell you, as you have said you have been approached by representatives of coca cola. You play by their rules, and MoU.You have not been offcially selected to represent Ethiopia, by say, me and friends. In my opinion there are better charismatic vocalists and song writers than u, say gosaye, Bizuayehu, to mention few. So don’t bring the name of our country into your personal dispute w CC. The pride of our country or whatever you call it will not be questioned by ur personal failings. So, good luck, u can be compensated if there is ktual breach…..but don’t play the “country” card

  11. Gizachew says:

    I hate Coke all else. Why romour is frequently raised used as a block against our common self expression and pride? Jawar and “duryew”- Tamagn are antithesis to our efforts to acheve common understanding who simultaneously are very far from the current reality as well as the history of Ethiopia. Thank you.

  12. Teddy Afro says:

    I support teddy afro, teddy afro music and songs forever.

    Tedy afro albums are a medicine to my soul.

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