Gala’s 90s Eurodance anthem found unexpected immortality on football terraces—and taught marketers a lesson they didn’t ask for.
When Gala Rizzatto released “Freed from Desire” in 1996, it was a minor Eurodance hit—another euphoric track on dancefloors across Italy, France, and the UK. Then it faded.
But it didn’t die. It slept.
Two decades later, it erupted back into the public consciousness—not through an ad campaign or nostalgia playlist, but as an anthem echoing through stadiums, protests, and TikTok feeds. “Na na na na na…” became the sound of collective joy, defiance, and unity. No one orchestrated it. It just happened.
This is the story of a song that went viral before social media even existed. And what it teaches us about the unpredictable—and unbuyable—power of cultural momentum.
The Spark: Will Grigg’s On Fire
In 2016, a Wigan Athletic fan adapted Gala’s melody into a chant for striker Will Grigg: “Will Grigg’s on fire, your defence is terrified.” The song exploded, soundtracking Northern Ireland’s Euro 2016 run and turning a benchwarmer into a cult icon.
From there, the chant spread like wildfire across football. It was short, catchy, and emotionally charged—perfect for terraces and viral videos alike.
Clubs, Crowds, Chaos
Manchester City players sang it in the dressing room. Darts fans remixed it. Protesters chanted political slogans to its beat. TikTok creators looped it into meme culture. No central authority pushed it. No brand owned it. But the crowd did.
Watch: Gala Performs “Freed from Desire” Live
Why This Song Works So Well
It’s Emotionally Engineered for the Masses
The build-up and explosive chorus mirror the emotional tension and release of live sport. It aligns perfectly with moments of victory, surprise, and joy.
It’s Universally Accessible
No lyrics needed. No language barrier. Just pure melody and rhythm—instantly participatory and impossible to forget.
It’s Infinitely Adaptable
- Football chants
- Darts intros
- Political protests
- Goal celebration edits
- TikTok remixes
Marketing Takeaways: You Can’t Fake This
🎯 Community Need Beats Brand Objective
Gala didn’t write the song to be chanted in football stadiums. But the football community needed a song to feel united—and this one fit. Viral content often succeeds because it serves a real emotional or communal need, not because it aligns with a KPI.
🧠 Simplicity Wins at Scale
The simpler the hook, the faster it spreads. “Na na na na na” crosses borders faster than any brand message ever could.
🌍 You Don’t Control Virality—You Support It
The moment brands try to monetize or overengineer what works naturally, they risk killing it. The smart move? Amplify without interfering.
From Dancefloor to Protest March
At some point, “Freed from Desire” wasn’t just a song—it became a vessel. LGBTQ+ parades. Women’s marches. Student strikes. The same chorus—sung in entirely different contexts. Joyous. Angry. Defiant. Still viral.
“At some point, it’s not yours anymore,” Gala said. “When art is out there, it becomes of the people.”
The Viral Blueprint (That Wasn’t Meant to Be)
- Start with a simple, emotional core (na-na-na chorus)
- Let the community remix it (Will Grigg chant)
- Let it serve different moments (football, protests, TikTok)
- Resist the urge to interfere (authenticity is fragile)
Final Thought: What Brands Can Learn
In a world obsessed with virality, the most viral thing of all was never trying to be viral.
“Freed from Desire” wasn’t built for marketing. It wasn’t focus-grouped. It wasn’t A/B tested. And that’s why it worked. Because people adopted it, reshaped it, and gave it new life on their terms.
Maybe the next big viral hit isn’t waiting for your media plan. Maybe it’s already out there—just waiting to be found, felt, and sung back louder than you ever imagined.
