That was all Chris Martin’s visionary concept.
During the 2022 Qatar World Cup, the Coldplay frontman reached out to Hugh Evans, CEO of Global Citizen—the organization behind the Global Citizen Festival—with an innovative idea. “Wouldn’t it be amazing to have the first-ever halftime show at a World Cup?” Evans recounts Martin’s enthusiasm. Evans agreed and promptly contacted Gianni Infantino, President of FIFA, to pitch Martin’s exciting proposal. However, Infantino was already ahead of the game.
Infantino had independently conceived a similar idea and was an admirer of Coldplay. “He had already decided that he wanted to partner with Coldplay and turn this dream into a reality,” Evans explains.
The outcome of these discussions will be showcased at the World Cup final on Sunday, featuring a brief yet spectacular 11-minute show with performances by Justin Bieber, Madonna, BTS, and Shakira at the New York-New Jersey Stadium. Coldplay will also join Staten Island’s PS22 School Chorus, captivating millions of viewers worldwide in homes, bars, and public spaces.
This show is part of Global Citizen’s ambitious goal to raise $100 million for youth education initiatives globally. FIFA contributes $1 for every ticket sold during the tournament to this fund, while Shakira has generously donated royalties from her World Cup anthem “Die Die” with Burna Boy to support these efforts.
Not every soccer fan is eagerly anticipating the halftime show. Skepticism has lingered among soccer enthusiasts, who note that such a spectacle is unprecedented at the World Cup and argue that it may not be necessary. Some perceive the halftime show as a move to “Americanize” the World Cup, aiming to attract more viewers from nations where soccer isn’t as popular. Others feel promotional efforts, like “hydration breaks,” are merely marketing gimmicks.
“The World Cup historically centers its musical identity around a single iconic national anthem and an opening ceremony reflecting the host nation,” says Tiffany Nyman, director of UCLA’s Berry Gordy Center for the Music Industry. “When FIFA announced an 11-minute halftime extravaganza featuring Madonna, Justin Bieber, and Tom Cruise, many viewed it as an American-made spectacle brought to international audiences.”
Speaking of Tom Cruise, he is scheduled to make an appearance at the closing ceremony, similar to his role in the 2024 Paris Olympics.
Nyman emphasizes that while concerns exist surrounding the Americanization of the event, the lineup features a diverse array of international artists. After all, Bieber is Canadian—the host of the Cup. “Ultimately, it’s not American culture being globalized; it’s the production model,” she asserts. “FIFA is adopting the language of the Super Bowl while incorporating artists that resonate with the global audience.”
Global appeal is vital to Evans, who has successfully engaged one of the most influential international fan bases, the BTS Army. Recently, Army members have voiced their support and even contributed to Global Citizen’s fundraising efforts, raising approximately $40,000 within the first week—without any prompting from Evans.
Anticipation for the halftime show has also manifested in platforms like Calci and Polimarket, with predictions generating billions in bets, according to recent coverage by CNBC. For instance, platforms like Kalsi Market has listed Shakira’s “Hips Don’t Lie” as a potential highlight for the show, while Polymarket has backed “Die Die,” the official World Cup anthem featuring Burna Boy, who is also slated to perform.
Source: www.wired.com