Coke Studio, the hugely popular music show that is now in its fourth season in Pakistan, will make its India debut this Friday.
- Courtesy Viacom 18 Media
- Coke Studio@MTV calls upon musicians from different genres to jam together.
The Coke Studio project started in Brazil in 2007 and then went to Pakistan the following year. The show, sponsored by the Coca-Cola Company, calls upon musicians from different genres to jam together and records the resulting collaboration on the spot.
More In Coke Studio
- Pakistan's Coke Studio to Rock India
- Song in a Coca-Cola Bottle
But some music lovers must be wondering if, like other television music programs in India, this one too will be dominated by Bollywood's bhangra-pop flavor. Wasim Basir, a marketing executive for Coca-Cola India, says Bollywood will have place at the table—but so will other kinds of Indian music.
Mr. Basir told India Real Time that Coke Studio aims to reflect the "aural culture of the country" by capturing musical traditions from across the nation. Each one-hour episode of Coke Studio features six songs that could be a diverse mix of old Bollywood songs, classical compositions and folk music. The show will also aim to mix-and-match established musicians and up-and-coming artists.
The show's musical director, Leslie Lewis, said Coke Studio will be "another direction for the music in this country." [...]
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