KLM Royal Dutch Airlines in talent deal with Sauti Sol

Dutch airline KLM has partnered with Sauti Sol’s record label, Sol Generation, to showcase up-and-coming artistes as part of the airline’s 100th anniversary celebrations.

The one-year deal will see Bensoul, Kaskazini (an urban-fusion trio by Chris, Ywaya and Israel), Nviiri The Storyteller 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, the album addresses a wide variety of topics ranging from love, escaping the rat race, communal celebrations and real-life issues the common Kenyan faces. It will be officially released on October 9 exclusively on KLM’s Facebook page klmkenya.

“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 culture, a great song lives forever. An album with arguably the best label for up-and-coming artistes makes the brand immortal, creating a positive association, reach and affinity with our brand. Through the tracks, we are serenading the audience. The execution itself cements our KLM 100 pillars-celebration innovation as we look positively into the future” said KLM’s Steven van Wijk.

He added: “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 the impetus to their dreams.”