WARNERMUSIC
WARNERMUSIC
WARNERMUSIC
WARNERMUSIC
WARNERMUSIC
WARNERMUSIC
INFLUENCER MARKETING MEETS MUSIC IN CULTURAL MOMENTUM.
ABOUT THE PROJECT
United Influencers collaborated with Warner Music Sweden on the commercial partnership integration in the official music video for the reimagined 2026 version of ‘När vi gräver guld’ i USA, Sweden’s iconic football anthem from the 1994 FIFA World Cup.
Warner Music Sweden is one of Sweden’s leading record companies, with artists at the heart of everything we do. We are proud to be home to emerging talent, established stars and legendary icons across a wide range of genres. Warner Music Sweden is part of Warner Music Nordics, with its Nordic headquarters in Stockholm.
The project brought together Swedish music heritage, football culture and brand partnerships in a contemporary activation. The new version features Julia Glenmark, Kid Eriksson and Simon Strömstedt, the children of the original GES members, alongside Swedish rap group Tjuvjakt. Cloetta’s iconic Gott&Blandat also featured in the official music video, connecting a familiar Swedish confectionery brand with a shared cultural moment.
OBJECTIVES
CONNECT MUSIC AND BRAND CULTURE
Integrate a well known Swedish brand into a music project with strong cultural recognition and cross generational appeal.
CREATE RELEVANT BRAND EXPOSURE
Position Gott&Blandat within a recognisable music and football context through a natural integration in the official music video.
BRING BRANDS INTO CULTURAL MOMENTS
Create a commercial partnership that connects Swedish music heritage with contemporary entertainment and audience interests.
STRATEGY
United Influencers worked closely with Warner Music Sweden to develop a brand partnership that felt relevant to the music video and its cultural context.
COMMERCIAL PARTNERSHIP DEVELOPMENT
United Influencers helped bring Warner Music Sweden and Cloetta together, identifying an opportunity to connect Gott&Blandat with one of Sweden’s most recognisable football songs.
NATURAL BRAND INTEGRATION
Gott&Blandat was integrated into the official music video, placing the product within a music experience rooted in Swedish nostalgia, football culture and shared memories.
CULTURAL RELEVANCE
The reimagined anthem connected audiences familiar with the original 1994 World Cup song with a new generation of artists, creating a contemporary take on an established piece of Swedish popular culture.
EXECUTION
PARTNERSHIP COORDINATION
United Influencers supported the commercial partnership integration in collaboration with Warner Music Sweden.
MUSIC VIDEO INTEGRATION
Cloetta’s Gott&Blandat featured in the official music video, bringing the brand into a high profile music project celebrating Swedish football heritage.
CROSS GENERATIONAL STORYTELLING
The collaboration combined the legacy of the original GES members with new artists and modern musical influences, creating a natural context for brand exposure.
RESULT & CONCLUSION
The collaboration brought together music marketing, influencer marketing expertise and brand partnerships in a cultural activation built around one of Sweden’s most recognisable football anthems. Through the integration of Gott&Blandat into the official music video, the project connected a well established Swedish brand with music, football and shared cultural memories.
The case demonstrates how strategic brand partnerships can create relevant brand presence within entertainment, connecting brands with cultural moments that resonate across generations.
“Being part of this partnership and watching it all come together has been an absolute highlight”, says Frida, Senior Commercial Lead at United Influencers.
Isac Aspberg, Brand Partnership Manager at Warner Music Sweden, adds:
“What makes this record special is the way it connects generations. A legendary song is being reinterpreted by the next wave of artists and amplified through modern creator culture, turning it into a shared cultural moment”.
All performance insights related to this partnership are proprietary to the client.
For further inquiries, please feel free to contact us.