A10

Who we are

A10 aims to celebrate the poetry of the human spirit - in sport, film, music and design. On the occasion of the 2010 FIFA World Cup South Africa™, A10 invites discovery as the whole continent takes center stage.

Film - The 2010 FIFA World Cup South Africa™ will be the biggest event in the history of modern Africa. A global viewing audience, estimated between 2-3 billion, will be focused on Africa. The world will see the diversity, passion and possibilities of the continent.

"Africa10" is the feature documentary that follows the lives of a group of different Africans in the run-up to the World Cup. From kids kicking a homemade ball in the street, to passionate fans, community activists, world leaders, aspiring young players and African legends of the game past and present, the film depicts the rich and at moments heartbreaking story of life and football in Africa. It is a kaleidoscope of modern Africa that many have never seen and few will soon forget.

Each of the lives depicted in the film will tell the story of a quest for glory, as individuals, teams and as a continent. Like voices in a chorus, each of these stories serves to create a bigger whole. The "Africa10" film is scheduled for theatrical distribution, on television, DVD and via download the month before the World Cup.

Music -  In Africa soccer and music go hand in hand. Together with Africa10, will.i.am from the Black Eyed Peas will create a dynamic soundtrack for the film that will be released prior to the film's summer launch. By combining African sounds with contemporary pop music as well as featuring cutting edge African pop songs we hope to spotlight Africa and it's traditions with music on a global scale. Africa10 is also developing musical events in Spring and Summer 2010 that will spotlight our project and the charitable causes we work with.

Apparel - In honor of today's soccer stars and in the spirit of global cultural exchange, A10 begins production of a new branded apparel collection. Our apparel offering includes an athletic-inspired line, a pop-culture inspired line and a will.i.am-inspired line. All apparel will be constructed of recycled PET, a durable fabric made from post-consumer recycled plastic bottles. With our fresh and fashion-forward, eco-friendly apparel, you can look good, help the planet and change the world. Starting now.

Web and mobile content - The full-length film "Africa10" is the springboard for exclusive and ongoing content illuminating Africa in vibrant way. Our content includes streams from network and on-line coverage, live concerts, social networking communities such as Facebook and Twitter, dispatches and significant mobile content comprised of exclusive music, screensavers, video clips, mobile-giving programs and applications.

By creating lasting experiences that connect people globally, we hope to inspire collaboration, promote cross-cultural exchange and build a more secure, sustainable future for children, starting in Africa. Join us now.

About Will.I.Am

As Executive Producer at A10, will.i.am plays a pivotal role in inspiring and mobilizing our global fan base. will.i.am is the founder of the pop group Black Eyed Peas as well as the founder of the PeaPod™ foundation. The band's album "Elephunk" sold 7.5 million copies worldwide, receiving four Grammy™ nominations and one Grammy award. The singles from their current album "The End" have charted the top of the Billboard 100 for more than 20 weeks in a row, breaking a 51-year record. Already a part of election lore, will.i.am's song, "Yes We Can", in support of the 2008 campaign of Barack Obama, generated more than 80 million views.