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Taking a look at the charts this week, and Coke Studio season is fully in swing. What these brands need to embrace is what the example of Coke Studio has shown, which is that you need to build up something before you can afford to go totally commercial. Cornetto’s efforts have also had a similar lack of impact, with the brand having launched several formulaic campaigns that are yet to establish themselves. You can look at the star-studded flop that was Pepsi’s 'Chand Sitara', or the same brand’s short-lived show Pepsi Smash as examples. The primary cause for this failure has been quite simple – the corporates have been obsessed with the broadest possible appeal, while leaving the music secondary. If anyone, or thing, is to displace Coke Studio, it would require creating something that has a different appeal.Įvery year, several major corporations have been spending millions of rupees to create music-related content that fails to have the sort of impact Coke Studio has. But even if that audience begins to lose interest, then it isn’t for granted that they would turn to an alternative Pakistani music program or scene. If Coke Studio chooses to embrace a more commercial route, it is only because it can afford to do so without losing out (at the moment at least) on its audience. For that artist, this latest turn of strategy would only mean a further exacerbation of the problem he had earlier identified.īack then I had replied to the artist that even if he was correct, the onus wasn’t on Coke Studio to offer an alternative – and I believe the same holds true when we seek to critically evaluate the show in light of QB’s quote. This took place before Strings took the show in season seven, and was thus before that circle became even narrower. When I thought of that, I was reminded of a conversation from a few years ago, when an underground artist had said to me that he felt Coke Studio was destroying the music scene because it was narrowing the circle of artists who received mainstream exposure.

It seems unlikely, however, that it will continue to do so. While it would be an overstatement to say that even before Rohail left, the show was a regular source of introducing new acts, the fact is that it still had a bit of a track record of doing so. As noted last week, it has displayed a tendency in the last few seasons to reduce lesser known acts. What the quote above also implies is that Coke Studio will continue to double-down on its strategy of featuring big names and headline-act duets. In that sense, it has a huge advantage over other corporate-sponsored shows, that struggle to make their own sound 'different' enough and yet still be accessible. There are of course lots of subtle details that go with it, but this is generally the established structure for a Coke Studio song that the producers can keep turning to. The song took a famous folk track, added a large orchestra of house musicians, threw in some famous voices and produced an elaborate track that went through several movements of contrasting, fusion sound.

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