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The Paley Center for Media Presents Africa Celebrates! Photographs from the FIFA World Cup Trophy Tour

Thursday, June 24, 2010

New York, NY—The Paley Center for Media presents a celebration of FIFA World Cup™ with the exclusive multimedia, immersive exhibit, AFRICA CELEBRATES! Starting this Friday through September 12, 2010, AFRICA CELEBRATES! follows the journey of photographer/artist Joseph Peter as he accompanies The FIFA World Cup™ Trophy on its 2009 Coca-Cola sponsored tour through Africa. Traveling to fifty nations in seventy-five days, Peter's objective was to document the optimism and happiness of Africa in anticipation of the upcoming World Cup in South Africa in 2010. The result is an unprecedented view into one of the continent's most beloved pastimes, soccer, and its impact on all people from children to presidents. FREE admission courtesy The Coca-Cola Company, an official sponsor of the FIFA World Cup™ since 1978.

The exhibit is divided into four sections: Celebration, Motivation, Inspiration, and Happiness. Peter has transformed the photographs of the tour into works of art by creating hand-crafted collages wrapped in natural burlap. A lightbox calls out one portrait of a girl, giving focus to the young girls and women of Africa amidst the male-centered soccer teams.

African art-including wood sculptures of giraffes, snakes, a tree sculpture, and ceremonial drums-as well as textiles from Ghana and Congo all on loan from the Hemingway African Gallery bring a bit of the African artistic soul into the experience for the visitor. African tribal masks from Peter's own collection are also on display.  Peter also crafted soccer balls made from twine, plastic bags and scrap paper in the method used by children in South Africa.

In addition to the captivating images, Peter has also included other works in the form of sight, sound, smell, and touch to evoke a sensory understanding of the countries and cultures he encountered along the way. The exhibit includes a video installation of World Cup celebrations around Africa, featuring African presidents, citizens, and musician K'naan. AFRICA CELEBRATES! offers a view of the positive heart and soul of the many diverse people of Africa and the sport of soccer.  The citizens of every country in Africa are represented in this exhibition, as well as forty heads of state.

"In order to truly translate the power and scope of the World Cup as it went on the greatest of African safaris," says Joseph Peter, "we needed to not just do a moving photographic exhibition but create a full sensory experience of all the countries of Africa and what was felt. I decided to push myself and the limits of iconic imagery, textures, art, media, sound, video installations to accent the most memorable parts of the journey. The leave behind is that the viewer becomes immersed in the journey as though they were right there:  traveling with the trophy, meeting presidents and tens of thousands of people, seeing every country, dancing, singing and taking their own photographs."

"Using a unique blend of photography, collages, video, and authentic African art, Joseph Peter engagingly captures the joyous kinship of soccer within each face - whether it is a young boy, a teenaged girl or a country's leader," remarked Pat Mitchell, President and Chief Executive Officer of The Paley Center for Media. "The Coca-Cola Company has been an invaluable partner in bringing this experience, which illuminates how soccer builds bridges within communities and nations while promoting happiness and peace, to the public."

In addition to the AFRICA CELEBRATES! exhibit, the Paley Center's celebration of this global event includes free admission to the Paley Center courtesy of The Coca-Cola Company to view the exhibit, live feeds of the World Cup games, screenings of soccer and Africa-related programming from our collection, and an interactive web component to share favorite pictures of your own soccer games. For more information and the viewing schedule of the World Cup games, please visit


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The Paley Center for Media, with locations in New York and Los Angeles, leads the discussion about the cultural, creative, and social significance of television, radio, and emerging platforms for the professional community and media-interested public. Drawing upon its curatorial expertise, an international collection, and close relationships with the leaders of the media community, the Paley Center examines the intersections between media and society. The general public can access the collection and participate in programs that explore and celebrate the creativity, the innovations, the personalities, and the leaders who are shaping media. Through the global programs of its Media Council and International Council, the Paley Center also serves as a neutral setting where media professionals can engage in discussion and debate about the evolving media landscape. Previously known as The Museum of Television & Radio, the Paley Center was founded in 1975 by William S. Paley, a pioneering innovator in the industry.  For more information, please visit


About The Coca-Cola Company

The Coca-Cola Company is the world's largest beverage company, refreshing consumers with nearly 500 sparkling and still brands. Along with Coca-Cola®, recognized as the world's most valuable brand, the Company's portfolio includes 12 other billion dollar brands, including Diet Coke®, Fanta®, Sprite®, Coca-Cola Zero®, vitaminwater®, POWERADE®, Minute Maid® and Georgia® Coffee. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate of nearly 1.6 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate. For more information about our Company, please visit our website at


About the 2010 FIFA World Cup™

The 2010 FIFA World Cup™ takes place in South Africa, kicking off on 11 June. It is the first time the 32 final teams are competing for the world's most sought after trophy on the African continent. The final will be played on 11 July 2010 at the Soccer City Stadium in Johannesburg.

Hemingway African Gallery
1050 2nd Avenue
New York, NY 10022-9613