Spotify & Coke Studio hit the right note & amplify South Asian artists

Coca-Cola Pakistan’s Coke Studio is widely known among the South Asian region and its diaspora, but the drinks giant recognised now as the time for the Studio to establish itself globally with a larger audience around the world. Launching back in 2008, Coke Studio is the longest-running music franchise in Pakistan and across the South Asian diaspora, while new market player Spotify only entered the region last year.

A partnership between Coke Studio and Spotify seemed only natural, providing opportunities for creators across Pakistan, South Asia and its diaspora. Bringing together the old with the new, the in-studio partnership brought together living music legends like Abida Parveen with industry newcomer Naseebo Lal, on global hit single ‘Tu Jhoom’.

Coke Studio, now in its 14^th season and available via Spotify’s Coke Studio: Pakistan hub, features 13 new tracks from over 30 artists from the region. As brands try to reach new audiences around the world, such partnerships are a great example of local creator activations built to reach the legions of growing global fans across diaspora communities.