The global Coke Studio program is digital-first, always-on and provides an opportunity for emerging talent to partner, create and deliver moments of musical magic to new audiences. Its first moment will come to life through a global film titled \u2018The Conductor\u2019 that features seven artists collaborating to reimagine the iconic Queen track \u2018A Kind of Magic\u2019.<\/p>\n
Coke Studio and \u2018The Conductor\u2019 are the newest expressions of Real Magic\u2122 \u2013 the new global brand philosophy that Coca-Cola introduced late last year. The core of the platform is the belief that our differences make the world a richer place in which to live \u2013 and that \u201cReal Magic\u201d happens when we come together through shared experiences, both digitally and in real life.<\/p>\n
\u201cCoke Studio is a direct extension of Coca-Cola\u2019s Real Magic philosophy,\u201d said Pratik Thakar, Head of Global Creative Strategy and Content, Coca-Cola. \u201cIt celebrates the unique ability of music to unite and uplift and provides a connection point for fans around the world to come together and enjoy a new experience.\u201d<\/p>\n
\u2018The Conductor\u2019 pays homage to the legendary rock band Queen through a unique collaboration that encapsulates the multicultural magic at the core of the Coke Studio platform. The 2 minute film centers on a re-recording of Queen\u2019s iconic \u2018A Kind of Magic\u2019 melody, produced in an extraordinary collaboration with global breakthrough artists who each bring their own unique style to the music, reimagining the track for a new generation.<\/p>\n
The artists include Grammy nominated American R&B sensation Ari Lennox; British singer songwriter Griff; Turkish electro-pop producer Ekin Beril; Latin urban pop powerhouse Mariah Angeliq; Nigerian singer songwriter and producer Tems; Canadian-Indian rapper and producer Tesher; and colourful, multi-lingual K-Pop girl band TRI.BE.<\/p>\n
In addition to the film, each of the seven artists have also recorded their own versions of \u2018A Kind of Magic\u2019 which, together with additional exclusive tracks and behind-the-scenes footage, will be accessible on the Coke Studio YouTube Hub beginning today. Content can also be unlocked through the on-pack activation \u2018Drink. Scan. Enjoy\u2019 \u2013 which sees packs of Coca-Cola turn into digital portals: a gateway for people to connect with the new global Coke Studio content.<\/p>\n
\u201cThe 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,\u201d Thakar said. \u201cWe believe it has the potential for exponential growth, and today we\u2019re 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.\u201d<\/p>\n
\u201cWe set out to do something different with Coke Studio,\u201d said Joshua Burke, Head of Global Music & Culture Marketing, The Coca-Cola Company. \u201cCoca-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 brings these two things together in a way that\u2019s powerful and future-facing, supporting the development of talent in the music industry, while also connecting new audiences to new music \u2013 and to each other.\u201d<\/p>\n
Burke also said: \u201cWe see \u2018The Conductor\u2019 as both a homage to the legendary Queen and an opportunity to refresh and reinterpret one of their greatest tracks in different ways across cultures and musical genres, for a new generation. There\u2019s magic in that too.\u201d<\/p>\n
The launch of Coke Studio and \u2018The Conductor\u2019 has been curated in partnership with Universal Music Group, the world leader in music-based entertainment, with five of the participating breakthrough artists signed to the company\u2019s iconic record labels, and a sixth with its Universal Music Publishing Group (UMPG) division. \u2018The Conductor\u2019 was created with creative agency, BETC London and produced with Iconoclast\u2019s director Pierre Dupaquier (WAFLA).<\/p>\n
\u201cCollaborating with these incredible artists and the Coca-Cola team on both the music and creative vision for this launch was magic,\u201d said Richard Yaffa, EVP, Global Brands, Universal Music Group. \u201cOur companies are aligned in our deep commitment to showcasing phenomenal talent, to partnering with artists from all over the globe and to supporting them in sharing their music while creating opportunities to expand their fanbase.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"
Coca-Cola has partnered with Universal Music Group to launch on a global stage Coke Studio.<\/p>\n","protected":false},"author":12963,"featured_media":8667,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12,31],"tags":[7,14,32],"class_list":{"0":"post-8670","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-entertainment","8":"category-music","9":"tag-apie-project","10":"tag-entertainment","11":"tag-music"},"yoast_head":"\n