Coke Studio has thrilled fans since 2008 with a unique musical fusion concept that has helped reshape popular culture in Pakistan and inspired an international branded entertainment franchise. And for the show’s just-concluded ninth season,
Images of the 40 artists featured in Season 9 were printed on labels of limited-edition
“Pakistan now has 32 million active mobile Internet users, so we felt the time was right for our first-ever offline and online content integration,” said Sadaf Zarrar, integrated marketing communications manager,
Season 9 of Coke Studio featured multiple innovations. Earlier this year, Pakistan’s deaf community was given the opportunity to feel and experience their country’s biggest music platform. Coke Studio for the Deaf used a studio-like setup to enable deaf fans to enjoy Coke Studio from the comforts of a sofa embedded with hundreds of tiny vibration engines and LED lights synched with music. A grand LED installation surrounding the couch provided synchronised mood lighting to elevate the experience visually, a screen in front of the couch displayed the video, and the ambience was enhanced by on-set guitars, keyboards and other musical instruments.
The Coke Studio concept was created in 2007 in Brazil, where musical performances were held on a concert-like platform. The next year, Coke Studio premiered in Pakistan and became an immediate hit with both critics and fans. The show – which fuses Pakistan’s diverse musical influences, including eastern classical, folk, qawwali, bhangra, sufi and contemporary hip-hop, rock and pop, by inviting established and emerging artists from various genres to collaborate –has been scaled to India, the Middle East and Africa.