Coca-Cola takes Coke Studio worldwide

completemusicupdate.com:

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.