Celebrating Pakistan and Music the Coke way, Coca-Cola Pakistan hosted the first ever Coke Studio Live concert in Lahore at the Royal Palm Golf and Country Club featuring a diverse line-up of artists: the dynamic Talal Qureshi, pop sensation Hasan Raheem, the rap duo Young Stunners, popular rap artist FarisShafi and music icon Atif Aslam.
Coke Studio is known as the Sound of the Nation. The platform has played a key role in taking Pakistani music global. The Foreign Office recognized this role and awarded the platform for being the country’s best cultural export, with over 10.2 million subscribers on YouTubeand over 4 billion views on digital platforms.
This year Coke Studio 14 is aiming for a revitalized vibe. 70 per cent of Pakistan’s population is under the age of 35, and with Zulfiqar Jabbar Khan (popularly known as Xulfi) at the helm there is a lot of anticipation around the new sound, fresh stars and a modern outlook that will reflect the voice of the youth.
Fahad Ashraf, VP Coca-Cola Pakistan and Afghanistan said: “The Coke Studio platform has evolved this season. Whereas the values are the same but we are now leaning into the future by including the GenZ sound very deliberately. It is about time that we sync our cords with what the youngsters what. Nostalgia has its place in Season 14 but so does the firepower of a sound never been heard before.”
Celebrating music in line with Coca-Cola’s new global brand philosophy and platform Real Magic, Coke Studio Live attracted a lively youth-oriented audience from all corners of the city and provided families with an opportunity to plan a perfect evening out, organized in line with the NCOC protocols.
Coke Studio Live is an effort to help revitalize the live music culture of the country. Pakistanis are known for their resilient nature, and our music has always reflected our adversity, hope and our ability to come through. The concert comes at a time when the country despite the challenges it faces have an overall optimistic outlook and is on a journey towards economic recovery, sustainable development and post-pandemic normalization.
Hosted by media personalities Dino Ali and Anoushey Ashraf, in attendance at this concert were various personalities such as HSY, Shammal Qureshi, MeeshaShafi, Abdullah Siddiqui, Zara Shahjahan, Bilal Lashari, Omair Rana, Amna Babar, ZoniaAnwaar, GudduShani, Sameer Shami and Farhan Ali to name a few, along with members of the esteemed press.
