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: The Film is a character based feature length documentary that portrays the transcendent power of soccer in modern African - a power that has helped transform the lives of individuals, of countries, and perhaps even of the continent itself.  By following stories that span the continent, we gain insight into the players, fans, and countrymen who see “The African Game” as a symbol of personal salvation, national unity, and potentially even a pan-African renaissance. Filming began in December 2008, and has covered stories in South Africa, Nigeria, Cote d‘Ivoire, Ghana, Egypt, Kenya, Sudan, Italy, France, England, and the United States. With an anticipated delivery in early Fall 2010, it will be one of the first films related to this historic event to come out right after this summer’s soccer 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.

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 ways. 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.