Coca-Cola has had a music platform since 2008. Who knew? It was launched in Pakistan. Now it is global.
The global Coke Studio program is digital-first and always-on. Its aim is to provide an opportunity for emerging talent to partner, create and deliver moments of musical magic to new audiences, as well as putting Coca-Cola in the centre of music culture.
The studio expansion was launched with a global film, The Conductor, created by BETC London and directed by Iconoclast director, Pierre Dupaquier. It features seven artists collaborating to reimagine the iconic Queen track, A Kind of Magic. Its artists include Grammy-nominated American R&B sensation, Ari Lennox; British singer-songwriter, Griff; Turkish electro-pop producer, Ekin Beril; Latin urban pop powerhouse, Mariah Angeliq; Nigerian singer-songwriter and producer, Tems; Canadian-Indian rapper and producer, Tesher; and colourful multi-lingual K-Pop girl band, TRI.BE.
Coke Studio and The Conductor are the newest expressions of Coke’s Real Magic, the new global brand philosophy that Coca-Cola introduced late last year. The core of the platform is the belief that our differences make the world a richer place in which to live and that Real Magic happens when we come together through shared experiences, both digitally and in real life.
“Coke Studio is a direct extension of Coca-Cola’s Real Magic philosophy,” stated 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.”
In addition to the making film, each of the seven artists has also recorded their own versions of A Kind of Magic which, together with additional exclusive tracks and behind-the-scenes footage, are accessible on the Coke Studio YouTube Hub. Content can also be unlocked through the on-pack activation, Drink. Scan. Enjoy, that turns packs of Coca-Cola into digital portals through which people can connect with the new global Coke Studio content.
“The Coke Studio platform was born in Pakistan and has gone on to have great success there as well as in Africa and the Philippines, including 11 million YouTube subscribers,” Thakar added. “We believe it has the potential for exponential growth, and today we’re excited to introduce it to a wider global audience, using the reach of our iconic brand to help bring new audiences to some extraordinary artists.”
“We set out to do something different with Coke Studio,” stated Joshua Burke, head of global music & culture marketing, The Coca-Cola Company. “Coca-Cola has always had a strong connection with music, working with stand-out emerging talent in different communities in all corners of the world, as well as a strong heritage in connecting people across borders and cultures. Coke Studio brings these two things together in a way that’s powerful and future-facing, supporting the development of talent in the music industry, while also connecting new audiences to new music – and to each other.
“We see The Conductor as both a homage to the legendary Queen and an opportunity to refresh and reinterpret one of their greatest tracks in different ways across cultures and musical genres, for a new generation. There’s magic in that too.”
The launch of Coke Studio and The Conductor has been curated in partnership with Universal Music Group, with five of the participating breakthrough artists signed to the company’s iconic record labels, and a sixth with its Universal Music Publishing Group (UMPG) division.
“Collaborating with these incredible artists and the Coca-Cola team on both the music and creative vision for this launch was magic,” commented Richard Yaffa, EVP, global brands, Universal Music Group. “Our companies are aligned in our deep commitment to showcasing phenomenal talent, to partnering with artists from all over the globe and to supporting them in sharing their music while creating opportunities to expand their fanbase.”
Coke Studio’s seven inaugural 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 that creates energetic music by combining K-Pop with various musical genres such as Afro and Latin
