As the world prepared for the 2014 Winter Olympics in Sochi, Russia, the tournament’s official sponsor, Coca-Cola, enlisted Music Dealers to create an anthem for the games that could unite all Russians to the Sochi experience and inspire enthusiasm for the Olympic Torch Relay. Produced by Music Dealers and performed by Russian recording artists, L’One and Yazhevika, “Vlivaisiya” was adopted as the official Olympic Anthem of Russia and captivated the nation with its upbeat instrumentals, pop vocals and infectious lyrics, and defined the sonic identity of the global event.
A Song With Three Jobs
In order to maximize the impact of the 2014 Winter Olympics in Sochi, Coca-Cola wanted to fully leverage music in their sponsorship of the games and therefore tasked Music Dealers with the creation of an Olympic Anthem that would unite Russian teens across the country, connect Russians with the Games, and increase engagement with the Torch Relay. The song would be a threefold symbol, representing the Olympics, Coca-Cola and Russia.
A Custom Crafted Composition
To meet the demands of the project, Music Dealers crowdsourced its artist community to create a custom song that would define the 2014 Winter Olympics. The song was then localized for Russia by translating the lyrics into the native language and by contracting Russian recording artists L'One and Yazhevika to perform the song. Music Dealers creatives travelled to Russia to record and produce the track, which is titled "Vlivaisiya.
Olympic Anthem to Radio Hit
The anthem was so successful, “Vlivaisiya” transcended an Olympic theme song to become a Russian pop song and aired on radio stations across the country. Music Dealers’ attention to the authenticity and quality of the composition created incredible engagement between the brand, the Russian culture, and the Olympic games. The project also garnered positive press with an article in Ad Age: “How Coke Teaches The World How To Sing.”