Doechii, Fireboy DML, XAMÃ and More to Share How They Overcame 'Personal' Adversity in New Music Program (Exclusive)
The international artists are collaborating with Grammy-nominated producers to tell their stories through music as part of Sprite Limelight's third season
Marleen Moise/Getty; Jason Koerner/Getty; Buda Mendes/Getty
Doechii, Fireboy DML and XAMÃDoechii, Fireboy DML, XAMÃ and more will be opening up how they've navigated adversity through music.
Along with an array of other international artists — including Lay Zhang, Blxckie and Mahalia — the stars are set to work with Grammy-nominated producers Take A Daytrip for Sprite Limelight's third season of music programming.
The latest launch includes a unique music video (produced by Mauro and Jota Rosa) for Young Miko’s track “Rookie of the Year” that will display the rising star's story through music.
Related: James Blake Talks 'Combating Stress' Through Music: 'I Encourage More of That Conversation'
This year's seven-artist lineup will represent seven different countries, including Puerto Rico, Britain, Nigeria, Brazil, China, South Africa and the Americas.
According to a release, Sprite Limelight will produce new songs, tracks and videos for each artist to showcase their musical interpretation of Sprite’s ‘Heat Happens’ initiative, which aims to show that life may heat up — but there can always be perseverance.
“Recognizing music as a powerful emotional and physical outlet for both artists and fans alike, the creation and launch of Sprite Limelight evolved as a natural expression of our global ‘Heat Happens’ platform,” says Abhijit Datta, a vice president of marketing at Sprite, in a statement. “For season three of the program, we’re excited to bring together an incredible mix of talent, each sharing their own stories of ‘heat’ to create deeper connections with their fans who turn to music as a source of cool catharsis and a powerful prevail tool when the heat hits.”
Adds Richard Yaffa, EVP of Universal Music Group for Brands: "By collaborating with Sprite, we're highlighting the personal stories and triumphs of today's generation. These narratives, brought to life through music, have the power to inspire audiences globally."
Ryan Tedder, James Blake and more have previously participated in the campaign, and the OneRepublic frontman opened up last year to PEOPLE about the band's trajectory.
"It's wild. Since 2014, when 'Counting Stars,' 'Lose Myself' and 'I Lived' came out, we took a break. I flamed out from exhaustion, and we took a pretty big freaking break on releasing material," said Tedder. "Since then, we found our audience to be more global than we ever anticipated."
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