The West Coast Eagles have unveiled a new club song on the eve of the 2020 AFL season as they continue the evolution of their brand.
Members of Western Australian multi-platinum band Birds of Tokyo Ian Kenny and Ian Berney were asked to play a part in revamping the tune, in consultation with brand strategy consultant Stephen Wells.
Whilst the lyrics of the chorus which have remained the same for 33 years weren't changed, two new verses have been worked in.
The opening verse is a new introduction featuring a didgeridoo and clapsticks as a way to acknowledge the club's indigenous roots.
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"We do have a great indigenous heritage and when we looked at it there's no one really grabbing hold of that indigenous culture, and we really wanted to do that," said Wells.
The song is the latest big change in the club's identity, following the launch of a new logo in 2017, the building of its new home ground at Optus Stadium in 2018, and the club's move to a new training facility last season.
How do you re-work a footy song?
— West Coast Eagles (@WestCoastEagles) February 5, 2020
Take a look inside the process, with WA musicians Ian Kenny and Ian Berney of @birdsoftokyo pic.twitter.com/EveewSumGr
West Coast CEO Trevor Nisbett said after consulting members and fans, the release of the revamped club song was another exciting step in a new direction for the club.
“The song has been with us for 33 years and there has been a couple of iterations, but it’s just the right time,” Nisbett said.
“We’ve moved to a new stadium, we have moved to new premises and we just thought it was important to get the song looked at.
“The player feedback has been very strong to try something different. As much as it’s a bit of the same, it is a different feel and it’s quite creative and we’re really pleased with it.”
We've been working on something very special...
— West Coast Eagles (@WestCoastEagles) February 5, 2020
Read more about our new club song --> https://t.co/Q4dBuTPl0R pic.twitter.com/MQ6HEkLnRS
Eagles fans will have the opportunity to hear their club's new song when their AFLW side run out onto Victoria Park to face Collingwood in their debut on the 9th February.
Read the full lyrics for the new Eagles song below.
VERSE 1
Born is pride from isolation
Our fortress built, we cross the nation
Our colours share, the west coast sky
Our will to win will never die
CHORUS
We’re the Eagles, the West Coast Eagles
And we’re here to show you why
We’re the big birds, kings of the big game
We’re the Eagles, we’re flying high
VERSE 2
We stick together, through thick and thin
We grow as champions from within
Our club knows it’s more than winning
It’s west coast magic and it’s just beginning
CHORUS
We’re the Eagles, the West Coast Eagles
And we’re here to show you why
We’re the big birds, kings of the big game
We’re the Eagles, we’re flying high
We’re the Eagles, we’re flying high
