Canadian artists are getting ready for the World Cup.
Canada Soccer has announced the first wave of music ambassadors, joining its Perfect Pitch program in partnership with Infinity &.
The program is part of a project led by Canada Soccer Music Ambassador Boi-1da, who is the creative director and executive producer of Perfect Pitch. Perfect Pitch has taken shape in recent months, bringing together artists of various genres, cultures and communities that reflect the diversity of Canada.
As the country prepares to host the 2026 FIFA World Cup, Boi-1da, one of the top producers of the 21st century, will boost the profile of the sport at home and on the airwaves.
Among the growing list of artists taking part in the Perfect Pitch program are Alessia Cara, Charlotte Cardin, Loud Luxury, Nelly Furtado, The Tragically Hip and Zeds Dead. Five artists have yet to be announced.
Next year, a series of anthems will be released ahead of next year's FIFA World Cup, released by the label Infinity. Executive produced by Boi-1da, they will feature original music, re-imagined tracks and collaborations celebrating the passion for music and soccer across Canada. Proceeds from the songs will benefit the Canada Soccer Foundation.
“The energy around this project has been incredible,” said Boi-1da. “It’s inspiring to see so many iconic Canadian artists come together. What we’re creating isn’t just an album, it’s a cultural statement. The music represents every corner of the country, and I’m proud of how collaborative and inclusive the process has been.”
Music ambassadors are tapped to use their platforms to help support the program’s goals of empowering youth, removing barriers to participation and strengthening the country’s teams on a global scale — but it starts with homegrown initiatives.
“I’m proud to support Canada Soccer through Perfect Pitch,” Cardin says. “Music and sports both bring people together, and it’s amazing to see young athletes inspired to chase their dreams.”
The Hip's guitarist, Rob Baker, tells Canadian Press that he gave "carte blanche" to Boi-1da, offering up the group's entire catalogue, as he shared that beloved Canadian band wholeheartedly believes in the initiative.
"I'm quite excited to be involved," Baker said. "This is a beautiful thing for Canada and Canadian soccer."
Through the newly-appointed ambassadors and their respective platforms, the philanthropic initiative will continue to support and promote efforts that empower youth, reaching audiences beyond the sports world.
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