Coca-Cola has unveiled its new global music platform Coke Studio, in partnership with Universal.
The platform, which originally launched in Pakistan in 2008 has now expanded globally, providing the opportunity for emerging artists to partner, deliver and create musical ‘magic’ to a new audience.
Yesterday, Marketing Beat attended the launch of the platform at London’s music venue, Troxy, where Coca-Cola first unveiled its new two minute global film, The Conductor, which features seven international talent collaborating to a unique take on Queen’s “a kind of magic”.
Furthermore, each of the seven artist has recorded their own takes of the song with additional exclusive tracks and behind-the-scenes footage, all available to stream on the Coke Studio YouTube channel.
These seven artists include: Grammy nominated American R&B sensation, singer songwriter, Ari Lenox, British singer and songwriter, Griff, Turkish electo-pop producer Erik Beril and Canadian Indian rapper Tesher.
They also join K-Pop girl band TRI.BE, Nigerian singer and songwriter Tems and Latin breakthrough star, Mariah Angeliq.
Content can also be unlocked through the on-pack activation, Drink. Scan. Enjoy, which sees coke cans and bottles transformed into digital portals.
Introducing the platform, head of global creative strategy and content at Coca-Cola, Pratik Thakar said: “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.”
“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.”
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