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KLM Royal Dutch Airlines in talent deal with Sauti Sol

By Chebet Korir
Monday, October 7th, 2019

Dutch airline KLM has partnered with Sauti Sol’s record label, Sol Generation, to showcase up-and-coming artistes as part of the airline’s 100th anniversary celebrations.

The one-year deal will see Bensoul, Kaskazini (an urban-fusion trio by Chris, Ywaya and Israel), Nviiri The Storyteller and Crystal Asige team up to produce a six-track album dubbed ‘1919 to Forever’ in commemoration of KLM’s inception, a century ago.

Blending a largely Afro-fusion theme, the album addresses a wide variety of topics ranging from love, escaping the rat race, communal celebrations and real-life issues the common Kenyan faces. It will be officially released on October 9 exclusively on KLM’s Facebook page klmkenya.

“This album is to re-affirm our commitment to the market, that we never left and we are committed to the next 100 years. Looking at the African culture, a great song lives forever. An album with arguably the best label for up-and-coming artistes makes the brand immortal, creating a positive association, reach and affinity with our brand. Through the tracks, we are serenading the audience. The execution itself cements our KLM 100 pillars-celebration innovation as we look positively into the future” said KLM’s Steven van Wijk.

He added: “Our partnership with Sol Generation is informed by the common vision shared by the two brands of nurturing the next generation talent and giving them the impetus to their dreams.”

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