COKE STUDIO – BRANDED CONTENT
Coke Studio Goes Global, Scouts Talent for Always-On Music Platform
The Media
From a smash Pakistan TV series to now digital-first music platform, Coke Studio goes global in the latest expression of the Real Magic brand philosophy, presenting up-and-coming artists in exclusive video content, accessed online and via the on-pack activation ‘Drink. Scan. Enjoy’ digital portal.
The Music
We interfaced with the Universal Music brand team and delivered rights for 14 exclusive tracks: 2 each from seven chosen artists filmed live performing from the “Coke Studio” stage, for multichannel use online and in-stores, in organic and paid media, on budget and on time for the launch.
The Message
The program debuted globally on the Coke Studio YouTube Hub, anchored in consumers’ passion for music and playing to the brand’s belief that “Real Magic” happens when we come together through shared experiences both digitally and in real life, connecting people across borders and cultures.
Coke Studio platform launches with remake of Queen’s “A Kind of Magic”
A 2-minute film titled “The Conductor” pays homage to the legendary rock band Queen with a multicultural reimagination featuring: 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 multi-lingual K-Pop girl band TRI.BE.