While most brands try to associate themselves with the music industry by collaborating with an artist appearing in a campaign, Coca-Cola wanted to stand out by creating Coke Studio.
In 2007, the brand inaugurated Coke Studio in Brazil, collaborating with two local emerging artists as part of an advertising campaign. A year later, a television show was developed in Pakistan under the same name, where artists perform live renditions of songs. The show was subsequently adapted in India, Morocco, and the Philippines.
Finally, in May 2022, Coke Studio evolved into a full-fledged music platform, offering original tracks created in collaboration with multiple artists. By September, approximately 25 original tracks are set to be released, created with 19 artists!
The brand has already released several tracks, such as “Be Who You Are (Real Magic)“, performed by Jon Batiste, and other artists like NewJeans, J.I.D., Camilo, and Cat Burns. Upon its release, the track was featured in 43 Spotify playlists “New Music Friday”: a real success! More recently, Coke Studio released a song titled “Perfect” with Sam Smith, Jessie Reyez & Cat Burns.
In addition, Coke Studio is also expanding its partnerships with music festivals and creating digital experiences to strengthen the connection between the music industry and Coca-Cola.