Coca-Cola Launches Global Music Platform With Coke Studio, Queen Collaboration

Things Go Better With Coke Studio

COCA-COLA is expanding its COKE STUDIO music platform, originally launched in 2008 in PAKISTAN, to a global stage. The digital program provides an opportunity for emerging talent to partner, create and deliver moments of creative collaboration to new audiences. A film, entitled "The Conductor," features seven global artists collaborating to reimagine the QUEEN track "A Kind of Magic," including ARI LENNOX, GRIFF, EKIN BERIL, MARIAH ANGELIQ, TEMS: TESHER and TRI.BE

Commented COCA-COLA Head Of Global Creative Strategy And Content PRATIK THAKAR, “COKE STUDIO 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.”

In addition to the film, each of the seven artists have also recorded their own versions of "A Kind Of Magic’ which, together with additional exclusive tracks and behind-the-scenes footage, will be accessible on the COKESTUDIO YOUTUBE HUB. Content can also be unlocked through the on-pack activation "Drink. Scan. Enjoy" – which sees packs of COCA COLA turn into digital portals to the COKE STUDIO project.

UNIVERSAL MUSIC GROUP EVP Global Brands RICHARD YAFFA said, “Collaborating with these incredible artists and the COCA-COLA team on both the music and creative vision for this launch was magic/ Our 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.”

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