Coke Studios just launched a summer campaign that brings together artists worldwide in one original music collaboration.
The “Be who you are (real magic)” music video produced by Coke Studios stars Grammy award-winning artist Jon Batiste, k-pop group NewJeans, American rapper J.I.D., Briting singer-songwriter Cat Burns, and Colombian artist Camilo, as they trade verses to create Coca-Cola's next pop anthem.
It starts with Batiste walking into a record store, picking a record from a vinyl rack, and putting one on the player when the store clerk hands him a Coca-Cola bottle, a drop of soda lands on the CD and starts the upbeat music.
Coke Studios started in 2008 and has since grown to be Coca-Cola's main music platform. The production company is known for spotlighting artists globally by producing their original music, staging events, and hosting renowned music festivals like Lollapalooza and Coachella.
Javier Meza, Coca-Cola Europe’s Senior Vice President, shared that the company knows its target audience is “more engaged with music and digital audio than ever before.”
“Music provides connection and encourages self-expression, for many it is the catalyst for memorable shared experiences,” he said in an interview.
The soft drink company also plans to release nine new songs by various artists throughout the summer, to be performed in its live music festivals.
Apart from its video marketing initiatives, Coca-Cola is also leveraging its own products through its designs. As part of the campaign, Coca-Cola cans across the UK will contain QR codes that bring buyers to the Coca-Cola App, where they can win free festival tickets among other prizes.
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