The start of August saw UK music star Dave rap an inspiring message in support of Manchester United FC striker Marcus Rashford in an animated spot titled ‘Never Beaten’ by artist Gaia Alari from Beats By Dre.
The flipbook-style film, posted across Beats’ own online channels from 3 August, saw the cerebral UK musician, singer/songwriter, record producer and actor Dave (David Orobosa Omoregie) rap a Rashford support track ahead of the start of the new 2022/23 Premier League season.
‘Never Beaten’ visualises Rashford’s footballing journey in a fresh light: discussing early morning starts and late night finishes, experiencing the highest of highs and lowest of lows in the young Utd attacker’s pursuit of greatness. It encourages Rashford to remain resilient in the face of the pressures of the modern game by using the power of music to balance his thought process and block out external noise.
Utd supporter Dave offers words of motivation as he narrates the animated short from artist Alari and raps about theme of ‘greatness’: Dave likens it to a painting which the footballer has spent a lifetime creating, but is still yet to finish.
‘Never Beaten: Marcus Rashford and Dave’ dropped digitally on 3 August and promoted the audio brand’s ‘Beats Fit Pro’.
“The thing I love about football is that it gives you the opportunity to rewrite chapters every season. No one chapter can define you,” commented Rashford. “This rallying cry from Dave, who’s a good friend of mine, sums it up perfectly. We pick ourselves up and we go again. Together. United. Dave has a way with words that can articulate feeling like no one else. He understands that football mirrors life, you’re always going to face obstacles but it’s how you react and recover that defines us.”
Comment
This is a touching and defying message of support for a friend and a young footballer whose form has recently dipped and character attacked through online criticism and yet who has performed national heroics – linked to food and reading – on behalf of children across the UK.
This campaign sees Apple-owned Beats expand its ongoing series of campaigns linking musicians and sports stars: previous recent examples of this approach were ‘Dark Mode’ with NBA star Ja Morant and rapper Lil Baby and ‘Made In LA’ with Diddy and NFL Draft top pick Hayvon Thibodeaux.
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