Coke Studio embodies a musical fusion of exciting elements and diverse influences, ranging from traditional eastern, modern western and regionally inspired music. Bringing alive the magic of live recordings and performances, Coke Studio prides itself on providing a musical platform, which bridges barriers, celebrates diversity, encourages unity and instills a sense of Pakistani pride. Coke Studio is an inspired step by Coca-Cola for having created a platform where renowned as well as upcoming and less mainstream musicians from various genres can collaborate musically.
Now in its third year running, the venture itself has continued to evolve in its outlook and execution. Where Coke Studio One centered on the philosophy of peace and harmony and the appreciation of live music recording, Coke Studio Two was about the Pakistani identity and unity and celebrating individuality. In the third season, we come full circle but widen the same to encompass all identities as well as be circumspect and retrospect about our own journey — how dreams and goals are created and realized.
The Coke Studio series have been produced by Rohail Hyatt. He is an award winning artist and producer par excellence whose art is in a state of constant dynamism, from his formative years on the 1980’s pop scene, to his leadership of the pioneering Pakistani band Vital Signs and then in the 1990's, owning and operating one of the most successful and cutting edge production house in Pakistan.
This visionary produced the definitive, critically acclaimed and now iconic music project Coke Studio’ in 2008 which captured the essence and nature of the collaborative relationship between eastern and western music in Pakistan.
This year Rohail brings back Coke Studio with a passion, ambition and drive to promote pride in music and to celebrate what it is to be a sub-continental asian.