Dutch airline KLM has partnered with Sauti Sol’s record label ‘Sol Generation’ to showcase upcoming artists as part of the airline’s 100th anniversary celebrations.
The one-year deal will see BenSoul, Kaskazini, Nviiri 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, ‘1919 to Forever’ will address a wide variety of topics ranging from love, escaping the rat race, communal celebrations and real-life issues the common Kenyan faces.
The album, which is in line with KLM’s 100 years pillar of supporting the ‘Next generation’, will officially be released on October 9, 2019 exclusively on the airline’s Facebook page.
The airline, in a statement released on Monday, stated: “These upcoming artists who are part of a big record label are the next generation and giving them impetus to their dreams makes KLM part of their success story. With this in mind, their followers will acknowledge KLM as being key to their success.”
KLM Commercial Director for Eastern Africa Steven van Wijk equated the partnership to an equinox of business and culture.
“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 calture, a great song lives forever,” said Mr. van Wijk.
“An album with arguably the best label for up and coming artistes makes the brand immortal, creating positive association, reach and affinity with our brand. Through the tracks, we are serenading the audience.”
He went on to say: “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 impetus to their dreams.”
KLM Royal Dutch Airlines was founded in 1919 and is the Royal Carrier of the Dutch Kingdom.
It is celebrating a century of existence and 50 years of flying into East Africa.