Coca-Cola is expanding coke studio, a music platform originally launched in Pakistan in 2008, to a global stage.
The program is a digital-first, always-on and provides an opportunity for emerging talent to partner, create and deliver musical magic to new audiences.
The platform’s first moment will come to life through a two minute global film, the conductor, that features seven international artists collaborating to reimagine the iconic Queen "a kind of magic" melody.
Each artist has recorded their own version together with additional exclusive tracks and behind-the-scenes footage, all accessible on the CokeStudioYoutubeHub.
Content can also be unlocked through the on-pack activation, Drink. Scan. Enjoy, which sees packs of Coca-Cola turn into digital portals: a gateway for people to connect with the new global coke studio content.
“Coke studio is a direct extension of Coca-Cola's real magic philosophy,” said Pratik Thakar, head of global creative strategy and content, Coca-Cola.
“It celebrates the unique ability of music to unite and uplift and provides a connection point for fans around the world to come together and enjoy a new experience.”
The launch of coke studio and ‘the conductor’ has been curated in partnership with Universal Music Group. “Collaborating with these incredible artists and the Coca-Cola team on both the music and creative vision for this launch was magic,” said Richard Yaffa, EVP, global brands, Universal Music Group.
The seven coke studio launch artists are:
- ARI LENNOX: Grammy nominated American R&B sensation, singer songwriter
- GRIFF: British singer songwriter and one of the youngest ever winners of the Brit Awards' Rising Star category (2021)
- EKIN BERIL: Turkish electro-pop producer, recognisable for her electro indie inspired sound
- MARIAH ANGELIQ: Latin Breakthrough star and urban pop powerhouse
- TEMS: Nigerian singer songwriter and record producer who is leading the way for Afrobeats' global takeover
- TESHER: Canadian Indian rapper and producer who fuses genres to create global anthems
- TRI.BE: colourful multi-lingual K-Pop girl band who create energetic music by combining K-Pop with various musical genres such as Afro and Latin
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