The 2018 FIFA World Cup gets underway this week. The video for the official song – Live It Up – has been released. Nicky Jam collaborates with Will Smith and Era Istrefi on a catchy and inspirational tune that now has a hot video to match.
The song has infectious hook, with big brass reminiscent of Ricky Martin’s Copa de la Vida, mainstream appeal courtesy of Mr. Smith, but at its core is the reggaeton street cred courtesy of Nicky Jam. As for the video it serves to illustrate the unifying effect of sports splicing together clips of people playing soccer throughout the world from the playground to packed stadiums, while Jam, Smith and Istrefi drop their verses. And if there was any doubt on its intent, the clip opens with a motivational quote “Where there is unity, there is always victory.” Peep the visuals here.