BEHIND THE STITCH: ALANI
June 21, 2024
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At just 17 years old, FC Barcelona’s breakout star Lamine Yamal is not only taking the football world by storm but is now making waves in the global music and lifestyle scene. In a move that perfectly mirrors his rising influence both on and off the pitch, Yamal has been unveiled as the newest global ambassador for Beats by Dre. The partnership, steeped in creativity, music, and cultural authenticity, spotlights the prodigy’s deep personal connection to sound and style–elements that drive his rhythm both in football and life.
The campaign, titled Lamine Records, captures the young winger in an imaginative narrative where he assumes the role of CEO of a fictional record label. The commercial sees Yamal embark on a mission to find the ultimate matchday anthem, a search that leads him to collaborate with Spanish rapper Morad, who also hails from their shared neighborhood of “el 304.” The visual is a compelling fusion of football swagger, street culture, and artistic expression, all backed by an energetic soundtrack and vibrant direction. It also debuts Yamal’s custom Beats Studio Pro headphones, designed in a palette inspired by his beloved FC Barcelona.
Speaking on the campaign, Chris Thorne, Chief Marketing Officer at Beats, praised the collaboration, noting, “Lamine creates magic on the pitch, and we know music is another of his great passions. We wanted to tell a story around his love for music and let his contagious and fun personality shine.” For Yamal, music isn’t just a hobby, it’s a daily ritual. He shared that he listens to music for various reasons: to focus before matches, to relax during downtime, and to tap into a realm of joy and imagination. His playlists are as dynamic as his dribbling, featuring an eclectic mix of rap, trap, flamenco, and most notably, Afrobeats.
Among his favorite Afrobeats artists, Yamal has specifically mentioned Burna Boy and Rema, two of the genre’s global trailblazers. This comes as no surprise given the genre’s sweeping dominance among Gen Z listeners worldwide, especially in Sub-Saharan Africa, where Afrobeats continues to define the sonic identity of an entire generation. In fact, Spotify’s 2023 Wrapped data revealed that Burna Boy and Rema were among the most streamed artists in this demographic, solidifying their influence among youth globally. Yamal’s affinity for the genre reinforces its cross-continental appeal, particularly for a generation that values authenticity, rhythm, and global culture.
One moment that especially demonstrated Yamal’s Afrobeats love was his viral TikTok video set to Skales’ 2014 hit “Shake Body.” The short clip, featuring Yamal dancing to the track with ease and confidence, racked up over 126 million views on the platform. This unexpected resurgence catapulted Skales back into global conversations and earned him over 1 million monthly Spotify listeners for the first time in his career. The buzz was so immense that a remix of “Shake Body” by Dutch DJ Onderkoffer was released and garnered nearly 200,000 streams within its first 10 hours. It was a full-circle cultural moment, proving that one teenager’s taste in music could rewrite streaming history and resurrect a decade-old anthem.
Outside of music and brand deals, Yamal continues to chase greatness in football. Despite Barcelona’s exit from the Champions League semifinals, the youngster is poised to secure his first LaLiga title, with his club sitting several points ahead of rivals Real Madrid ahead of the season’s final El Clásico. He has already earned praise from top-tier footballers like Bukayo Saka, whom he also admires, alongside Ousmane Dembélé. Beyond Spain, Yamal dreams of playing in legendary Premier League stadiums like Old Trafford and Anfield, a testament to his ambition and hunger for global football glory.
This Beats by Dre partnership is more than a brand collaboration–it’s a statement. It reflects Yamal’s multifaceted identity: a prodigious footballer, a cultural bridge, and a tastemaker for the next generation. As he continues to dominate the left wing for Barça, he’s also carving out a space in music, fashion, and global youth culture. With every assist, every dance move, and every beat he vibes to, Lamine Yamal is proving that he’s not just the future of football–he’s the future of influence.
