Musical Conductor Jon Batiste leads series of genre- and geography-spanning collaborations featuring 19 breakthrough artists and global superstars
Coke Studio™ is back this summer with a series of creative collisions that transcend borders, backgrounds, languages and genres and celebrate the convening power of “Real Magic” when artists and music come together.
In 2008, Coke Studio launched in Pakistan as a TV series featuring established and emerging artists from various genres collaborating in live, studio recording sessions. The critically acclaimed show gained a large and loyal following before expanding into an international music franchise with spinoff editions in India, the Philippines, Africa and the Middle East. In 2022, Coke Studio expanded into a global music platform.
Grammy-winning artist Jon Batiste serves as the musical conductor this summer’s Coke Studio program. The keyboardist, singer and composer wrote an uplifting song called “Be Who You Are (Real Magic)" featuring Latin Grammy-winner Camilo from Colombia, K-Pop breakout group NewJeans, American rapper J.I.D and chart-topping British singer-songwriter Cat Burns.
“Jon is a multifaceted artist who truly embodies the concept of ‘collision’ through his music,” said Joshua Burke, Head of Global Music & Culture Marketing, The Coca‑Cola Company. “He’s a powerhouse musician who writes and creates genre- and geography-spanning music. His spirit is grounded in the belief that music has the power to unite and connect people, which is the essence of Coke Studio. And he happens to be a great guy with an infectious energy.”
“Be Who You Are (Real Magic)" inspires listeners to both stay true to their authentic selves and embrace others’ differences. This summer, nine additional multi-artist Coke Studio collisions feature global superstars like Sam Smith and Imagine Dragons, as well as breakthrough artists from around the world, creating original tracks with the goal of connecting new audiences across borders – from bringing Indian artists to Latin America or hip-hop to Korea.
“Each of our 19 Coke Studio artists stand strong in their unique identities, which helped create some unlikely pairings and incredibly unique music,” Burke said. “Each brought something different to the table – musically, stylistically and culturally – and embraced the opportunity to collaborate and experiment.”
The tracks will be released to global music fans on all music platforms in June and July. Fans can scan QR codes on Coca‑Cola packaging, out-of-home advertising and point-of-sale merchandising to enter the Coke Studio Digital Hub and access the collision tracks, exclusive content, festival live streams, games and other immersive experiences. The Coke Studio™ AR Record Store featuring a Batiste avatar provides a gateway into the virtual world of the “Be Who You Are (Real Magic)" video. Coke Studio also will showcase the power of creative collision IRL with artist performances and pop-up experiences at some of the year’s biggest music fests, including Coachella Valley Music and Arts Festival, Lollapalooza and Tomorrowland.
The Coca‑Cola Company’s global music marketing strategy has evolved to foster partnerships that benefit artists, fans and its brands alike. In the past, brands like Coca‑Cola have licensed songs for TV commercials, commissioned artists to write and record anthems for major campaigns, or signed endorsement deals with stars.
“Now,” Burke said, “we work with the music industry more as partners to create elevated, music-driven content, storytelling and experiences that reflect how fans are consuming content and engaging with the music and artists they love.”