“Joga Bonito Pelo Mundo, Guerreiro”: Music, Transmedia Advertising, and Brasilidade in the 2006 World Cup

Abstract

The 2006 Nike ad campaign for the World Cup, “Joga Bonito,” invoked international stereotypes of Brazilian popular culture that combined music with football. Through the lenses of media formats including online video sharing websites, televised ad campaigns, and recorded music, this investigation focuses on Curumin, a São Paulo-based artist whose music provided the soundtrack to two Nike commercials. Curumin embodies the lived complexities of contemporary Brazilianness; musically, through his mixture of diverse genres; racially, through his self-presentation as a Japanese Brazilian. Using ethnographic research conducted in Brazil and the United States, this article argues that the convergence of media and advertising through social networking technologies of the internet produced a sound-driven form of sports spectatorship that connected fans with idealized notions of Brazilian football and music. This examination of the commercial packaging and reception of Curumin's eclectic sound, the Nike brand, and World Cup football demonstrates the increasingly global relevance of the relationship between music and advertising.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 14 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.