Coke Studio’s role in promoting Pakistani culture acknowledged

Observer Report

Coca-Cola Pakistan and Ministry of Foreign Affairs commemorated Pakistan’s leading music brand, Coke Studio and launched a book called, Beyond the Wave transcending boundaries.

This event was held in the Foreign office open-air lawns as part of the Foreign Minister’s Public Diplomacy Initiative to showcase Pakistan’s culture and arts.

Several foreign dignitaries, government officials, business leaders, celebrities, and socialites attended.

This collaboration seeks to promote cross-cultural understanding, an exchange of ideas, and a respect for traditions as a tool to strengthen international relationships.

The book, Beyond the Wave, traces the journey of Coke Studio from its genesis with the first season in 2008 to 2021’s Season 14.

The book is a powerful narrative of how Coke defined music as a passionate ode to the #SoundOfPakistan.

On YouTube alone, the Coke Studio channel has over 10 million subscribers and about 2.8 billion total views, making it the most loved Pakistani music identity.

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