MTV launches Coke Studio in an "always on" format

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | February 25, 2015
The show will have 12 producers, 12 original compositions and 12 music videos that will be aired once a month, for 12 months.

MTV India is bringing back its music property Coke Studio@MTV in its fourth season.

Launching on March 1, the show will be aired on the first Sunday of every month at 8 PM. Coke Studio@MTV, this time, will comprise 12 episodes, as opposed to being an eight-week property earlier. There will be 12 producers, 12 original compositions and 12 music videos that will be aired once a month, for 12 months.

Debabrata Mukherjee, Aditya Swamy, Siddharth Malhotra, Alia Bhatt with the producers and artists at the launch of Coke Studio@MTV Season 4

A music show, Coke Studio@MTV celebrates diversity and talent, discovers new sounds and breaks down the barriers, it is being touted to be unlike any of the earlier seasons anywhere in the world. It has so far produced 140 songs with over 400 artistes.

The show, a brand partnership between MTV and Coke, will return in an "always on" format. Coke Studio@MTV Season 4 will be a year-long show of soulful music, curated and composed by some of the best in the business, including Vishal-Shekhar, Amit Trivedi, Pritam, Clinton Cerejo, Sachin-Jingar, Ram Sampath, Sneha Khanwalkar, Papon, Badshah and Raftaar. Singers in Coke Studio@MTV, Season 4 include Rekha Bhardwaj, Jyoti Nooran and Harshdeep Kaur.

Coke Studio@MTV also has plans to release a musical composition, both as video and audio, along with multiple elements that will aim to capture the journey of making the music - studio sessions, producer profiles and much more. Each of these videos and audios will be simultaneously released on all MTV platforms and deployed across all audio and video platforms like YouTube, Saavn, Gaana, iTunes etc, by Zee Music.

According to Aditya Swamy, EVP and Business Head, MTV, the world just doesn't listen to music, but also views music. "Every song will now also be converted into a concept-based music video. We wanted to make the visual unpredictable. People are consuming singles and a wide variety of genres. What we have done is, apart from the famous Coke Studio stars like Amit Trivedi, Ram Sampath, Papon, Clinton Cerejo, we have also brought a bunch of new people like Pritam and Sneha Khanwalkar. There will also be desi hip hop with Badshah and Raftaar."

"At the very heart of this production, we have introduced new elements that build a deeper content experience. As classic meets contemporary, we are excited about starting a new chapter in the music bible of India. For the loyalists, there is content they like as well as newer content that will help us get more people to watch the show. It has a huge multiplier effect," Swamy adds.

MTV will also be re-releasing two popular songs 'Madari' and 'Kattey' with new music videos to kick-off the fourth season of the show. Additionally, Coke Studio will continue its journey of bringing live experiences through more than 50 concerts and outreach programs, reaching 100 colleges across 10 cities.

Debabrata Mukherjee, VP, marketing and commercial, Coca-Cola India and South West Asia, says, "Coke Studio is a platform owned by a community of millions of music lovers. That makes it easy for us, because this community tells us what to do. What they have asked of us, is to change the format and make it 'always on', 'year long' and as 'singles' rather than an album. We have made an honest attempt to deliver on these. Coke Studio lovers will let us know if we put in our best efforts. I can only thank this ever-growing community of Coke Studio lovers for continuing to challenge us on our efforts and creativity."

Coke Studio@MTV has so far registered reach of over 150 million across all three seasons, 2.9 million Facebook fans and over 60 million hits on YouTube.

The show will be supported by a 360-degree marketing plan with a massive focus on the digital platform considering the show's popularity.

© 2015 afaqs!