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The company highlighted that as part of its first activation, it was launched from the platform in its new global dimension, receiving the title of “The Driver”.
Coke Studio was first launched in Pakistan in 2008.
Five of these participating artists have signed with the company’s iconic record labels.
Brands know that creating new strategies where technology or new platforms are involved will be one of the best campaigns they can launch to connect with their audience. It is the case of Coca Cola recently launched a global music platform to connect emerging talent from around the world.
According to data from Statista, in 2021, Coca-Cola recovered from the decrease experienced in its income during the previous year, a reflection of the Covid-19 pandemic. Thus, the US beverage giant closed the year with net income of approximately 38.7 billion US dollars, which is almost 5.6 billion dollars more than the previous year.
Coca Cola is undoubtedly one of the most emblematic brands in the world, so it knows how to keep its consumers and community happy by creating new strategies and services year after year.
What is Coke Studio?
The multinational brand created its platform Coke Studio which was first launched in Pakistan in 2008but recently announced that the concept will make it global.
It was announced that the global launch of Coke Studio and “The Conductor” has been made in collaboration with Universal Music Group, a world leader in the musical entertainment sector.
Likewise, the company highlighted that as part of its first activation, it was launched from the platform in its new global dimension, receiving the title of “The Conductor” and brings together seven artists to collaborate on a version of Queen’s “A Kind of Magic”, linking to Coca-Cola’s global brand platform Real Magic.
As well as artists include Grammy-nominated American R&B star Ari Lennox, British singer-songwriter Griff, Turkish electro-pop producer Ekin Beril and Latin urban pop star Mariah Angeliq, along with Nigerian singer-songwriter and producer Tems, Indian-Canadian rapper and producer Tesher and dual-language K-Pop all-female multi-band TRI.BE.
As well as five of these participating artists have signed with the company’s emblematic record labels, and a sixth with its Universal Music Publishing Group (UMPG) division.
Pratik Thakar, Director of Content and Global Creative Strategy at Coca-Cola, explained that the Coke Studio platform was born in Pakistan and has been very successful there, as well as in Africa and the Philippines, with 11 million YouTube subscribers. We believe it has the potential for exponential growth, and today we are pleased to introduce a broader global audience, using the reach of our iconic brand to help attract new audiences to some extraordinary artists.”
For his part, Joshua Burke, Director of Global Marketing for Music and Culture at The Coca-Cola Company, added that “Coca-Cola has always had a strong connection to music, working with emerging talent, and a strong heritage in connecting music. people across borders and cultures. Coke Studio unites these two aspects”.
Coca Cola is not the only brand that is trying to reach new generations through digital platforms or new technologies, since firms such as Persil have also launched campaigns in which they created a fake video game to convince children to play more on the street and not in the digital world.
Or even McDonald’s that launched a “Non Fungible Smiles” the first NFT created from smiles.
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