Coke Studio, a music platform launched by Coca-Cola, has announced a comeback having added Khaligraph Jones and Nikita Kering to join the lineup of other 18 music artists.
Now in its second season, the platform aims to bring emerging artists from all corners of the world together to create “Real Magic” as its brand philosophy that celebrates borderless partnership.
It also seeks to return with new artist collision song releases, festival sponsorship, live performances, AR, digital content and on-pack experiences that allows audiences to discover new music globally.
The Kenyan duo will work alongside some of Africa’s top artists to redefine their most streamed tracks into a newly discovered musical experience.
Speaking at the launch, Coca-Cola’s MD East and Central Africa, Isabelle Kariuki-Rostom said Coke Studio offers a rare opportunity to the Gen Zs that are exposed to the universe at the touch of a button
This, she said, is by focusing on the real magic that lingers in unexpected connections with international collaborations.
“Our audience can look forward to an array of exciting initiatives involving, increased partnerships with festivals, listening parties, campus tours and a web-based platform,” Kariuki said.
“The web-based platform will offer exclusive access to behind-the-scenes content and new music releases from our partner artists featuring a diverse mix of both global, regional and local talent."
In collaboration with Universal Music Group, Coke Studio aims to offer opportunities to artists all over the world to fuse genres and experiment with different sounds from different cultures to reach a global audience.
Coca-Cola's head of marketing Miriam Limo said that the new coalition will represent Africa.
“We have very exciting work that will soon be unveiled by artists representing different regions in Africa,” Limo said.
Speaking during the launch, Nikita Kering excitedly noted that her dream came true by not only partnering with Coke Studio but also working with one of her favourite artists, Khaligraph Jones.
“Working with him will be an awesome experience. Khaligraph even came up with original bars despite the uncertainties I had of our voices blending with each other,” she said.
“Nikita and I create magic all thanks to the opportunities rendered by both her and Coke Studio," Khaligraph Jones said.
