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Coca-Cola takes Coke Studio worldwide

By | Published on Friday 20 May 2022

Tems, Coke Studio

Coca-Cola has partnered with Universal Music to expand its Coke Studio emerging talent programme worldwide. To get the new partnership going, seven artists from around the world have delivered their own take on Queen’s ‘I Want To Break Free’.

Originally launched in Pakistan in 2008, Coke Studio has since rolled out into a number of other territories. By going global, says Coca-Cola’s Head Of Global Creative Strategy And Content, Pratik Thakar, the programmes will “celebrate the unique ability of music to unite and uplift, and provide a connection point for fans around the world to come together and enjoy a new experience”.

“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 [securing] eleven million YouTube subscribers”, he goes on. “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”.

Joshua Burke, Head Of Global Music & Culture Marketing at Coca-Cola, adds: “We set out to do something different with Coke Studio. 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”, he reckons, “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”.

OK, sure. But what are they actually doing? Well, the newly expanded platform launches with a new two minute film called ‘The Conductor’. It features a cover of Queen’s ‘I Want To Break Free’, featuring Ari Lennox and Mariah Angeliq from the US, Griff from the UK, Ekin Beril from Turkey, Tems from Nigeria, Tesher from Canada, and from South Korea.

A full version of the track from each artist is available too, plus some behind-the-scenes stuff. And who doesn’t love behind-the-scenes stuff?

You can find it all on the Coke Studio YouTube channel – or just watch the two minute highlights here:

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