LAUNCHES A NEW SEASON HIGHLIGHTING INDEPENDENT ARTISTS, THEIR UNIQUE NICHES, AND THE CULTURAL DIVERSITY OF THE COUNTRY.
Face2News/Mumbai
After the overwhelmingsuccess of Coke Studio globally, Coca-Cola announcesthe launch of‘Coke Studio Bharat’in Mumbai today. The season is an amalgamation of over 50 artists from across the countrywho have come together to create over 10memorabletracks celebrating the roots of Bharat.
The Indian music industry is undergoing a revolution, and Gen Z is driving the change. Today, the youthseek authenticity, greater freedom of expression and openness to immerse themselves into differentmusic forms that areunique, diverse,yet meaningful. In this season of Coke Studio, emerging artists from India’s hinterlands and seasoned artists have come together,to lend their own unique voice to the tracks.
Coke Studio Bharat: ‘Apna Sunao’is humbled to be a conduit to give these talented artists’ unique voices a stage to tell the story of Bharatthat is rooted in culture yet embracesthe new music of today. The platform will host music that pays homage to the various parts of India that artists call home,connecting with stories that are rich in history, with diverse languages, and using varied musical instruments creating magical melodies set to enthral.(SUBHEAD)
Today, Indian artists are telling their stories proudly, in voices that are not only authentic and truly regional but also loved by fans worldwide. ‘Apna Sunao’celebrates exactly this spirit of new India and is built on this original and independent freedom of expression.
Arnab Roy, Vice President, Marketing Coca-Cola India, and Southwest Asia said “Coke Studio, a globally acclaimed platform, has always aimed to celebrate authentic regional music.Musical traditions from multiple regions in India are at an inflexion point not only in India but even globally. Coke Studio Bharat connects the truly distinct cultural dots of various regions in the country with artists whose music is defined by their roots. They are the real stars of the season, giving regional music a bigger impetus.”
Piyush Pandey, Chairman of Global Creative and Executive Chairman, Ogilvy India congratulated the Coke Studio Bharat team and said, “Coke Studio Bharat is a fantastic endeavour in making the rich Indian musical and cultural diversity, more seamless and beautiful. It reminds me of the magic of “Mile Sur MeraTumhara” in the late 80's, where I was privileged to be a part of the creative team. The magic of multiple languages and change of instrumentation, singing and people created an iconic piece. Today it's an opportunity to move the classical to the 'massical' level, where the masses around the world can enjoy the magic of Indian music. It is music from the 'heart of India, from every part of India'. Bravo, Coca-Cola India.”
This season of Coke Studio is curated by the acclaimed, award winning musician and sought-after songwriter, Ankur Tewari. Breathing magic into ‘Apna Sunao’,Ankur has onboarded a thinktank comprising critically acclaimed poet, lyricist and scriptwriter Kausar Muniralong with award winning sound engineer andmusic producer KJ Singh. Together they have handpicked regional gems to give their sound a new voice.
