Free The Rhythms
A borderless music platform built with Universal Music Group — pairing 26 artists across 20 countries to create 15 original tracks that break past the algorithm.
A space for true borderless creation.
Coke Studio is a space for true borderless creation and collaboration among both emerging and established artists across genres and countries.
Together with Universal Music Group, Coke Studio launched a global platform to celebrate cultural differences and create new and unique music with sounds from different backgrounds — pairing what Coca-Cola calls “collision artists” from opposite corners of the map and letting the genres clash.
80% of Spotify users are served only 1% of available artists. Coke Studio set out to change the way we hear music by creating collaborations that create discovery.
Coke Studio built its collision system to pair contrasting artists by genre and region rather than the usual playlist logic. This season's roster runs to 26 artists across 20 countries, creating 15 original tracks.
An iconic brand challenges the music industry. A metaphor for Coca-Cola bringing people together, Coke Studio kicked off Season 2 with a debut collision song, “Be Who You Are,” from Jon Batiste with J.I.D., NewJeans, Camilo, and Cat Burns.
The global music platform aims to create “Real Magic” between a dynamic group of emerging artists from all over the world. The goal is to always be music-driven and fan-first by bringing unique music and music experiences to the forefront.
Batiste is “a multifaceted artist who truly embodies the concept of ‘collision’” — a musician whose work naturally spans genre and geography.
“Real Magic happens when we come together as our authentic selves.”
Coke Studio is designed to create original music that transcends borders and excites music fans with something new.
We built an AR record store, too.
An augmented-reality digital hub, entered by scanning QR codes on Coca-Cola packaging and retail displays — guided by a Jon Batiste avatar.
- ComplexCovers Jon Batiste’s role fronting the Coke Studio Season 2 debut
- WonderlandProfiles Camilo’s contribution to the collaboration
- NMEAnnounces the “Be Who You Are” single release
- BillboardReports on the Coke Studio Season 2 launch
- HypebeastCovers the single release across the artist lineup
- VibeInterviews J.I.D. and Jon Batiste on the collaboration