“They say the best thing come for free, let me see where this can take me.” Diafrix (Running It, 2012)

The narrative of the Western Bulldogs ‘Our Heartland’ membership video not only tells of young pup Mitch Wallis’ ties to Melbourne’s west, but also showcases the musical styling of Footscray hip-hop act, Diafrix.
 
While Wallis features on the screen, the story of the African-born duo is just as relevant to the changing face of the Bulldogs’ backyard.
 
Diafrix’s two frontmen MC Momo and MC Azmarino both hail from differing backgrounds – Momo from the Comoros Islands, Azmarino from Eritrea . Momo settled in the country aged three while Azmarino only migrated to Australia earlier this decade after living in Jordan, Italy and Switzerland.
 
United by music, the duo have made a conscious effort to produce “socially aware yet accessible” music and are honoured to be a part of the Our Heartland story.
 
“It feels it great to see it synced up with such beautiful footage… being back in our home ground, it is amazing, it is great,” Momo said.
 
“It’s where we started the band, just the Footscray Arts Centre, so it is just a stone throw away – it’s all the same backyard.”
 
Told in verse, 'Running It' tackles the themes of seizing opportunities and taking control of the future. Aspirational and upbeat, it’s about perseverance and striving for success through the struggles of hard-work.
 
With roots outside of sport, the soundtrack is one Diafrix's Azmarino hopes will translate onto the football field for the Dogs.

“We recorded it about eight months ago as part of our album called ‘Pocket Full of Dreams’… it is basically about a dude that’s getting out there and trying to run it, basically own it like be a ‘boss’,” Azmarino said.
 
“Hopefully that track will help the Western Bulldogs own it and become ‘bosses’ for this year as well,” he joked.