Coke Studio@MTV breaks all records in season 2

With this season yet to come to an end, numbers on every medium surpass the impressive benchmark set by entire season 1

BestMediaInfo Bureau | Delhi | August 30, 2012

The 2nd season Coke Studio @MTV in just 7 weeks has surpassed the huge numbers delivered in its opening year, clearly establishing itself as the largest platform for independent music in the country. With 'Celebrating Diversity' as the theme for this year, the content has struck a powerful chord with the music lovers and experts in India. This year the show featured 12 music producers and over 250 musicians, who came to create a movement that would resonate across platforms.

Says Wasim Basir, Director, Integrated Marketing Communications – Coca-Cola India, “Coke Studio@MTV is an excellent example of a program that is based on diversity as a premise. Coke Studio@MTV is a fusion of musical genres, fusion of melody, fusion of rhythms and fusion of cultures. It is Coca-Cola's unique point of view on music, enabling the 'Happy' energy of Coca-Cola to bring people together. We are extremely pleased with the support that Coke Studio@MTV Season II has got from the audience and this season sets the benchmark for the other seasons to follow.”

While the television reach for the show has already crossed 42 million at the end of 6 weeks vs. 40 MM for the entire Season 1, the content is being consumed rapidly across other mediums. The mobile take off has been incredible with over 2 MM downloads, 5 Lac audio streams and 20,000 downloads on the Nokia music store.

 On the physical CD sales, vs. 12000 units sold in entire Season 1, this year in just 2 weeks post launch of the CD in the market, over 10,000 units have been sold making it the most successful non film album as well as amongst the highest 'pre-booked ' album this year on Flipkart.

Commenting on the success, Shridhar Subramaniam, CEO, Sony Music, says “The response to the music is very gratifying. Young fans seek divergent forms and if we deliver great music it always connects and the numbers show it.”

The social media response has been unprecedented. The online video views have grossed over 2 million, with an unprecedented 99% likes, Facebook fans have grown to 1.4 MM and over 50,000 tweetshave been put out by die hard fans.

While the show boasted of 12 composers this year with names like Amit Trivedi, Karsh Kale, Nitin Sawhney, Ehsaan-Loy, Shantanu Moitra, Clinton Cerejo,& Hitesh Sonik to name a few, the show has managed to traverse across multiple genres & styles across episodes, making each episode unique in itself. The fusion created on this show was dynamic and mind boggling, probing the masses to ask for more.

The music that Coke Studio@MTV has created has truly resonated with the audiences, which can be judged by the overwhelming consumer responses across platforms worldwide, making this season one of the most successful music shows of India and the biggest music export from India for the global audiences.

Aditya Swamy, EVP & Business Head – MTV India said “ There was a hunger for another kind of sound in our music landscape and as we are creating more of this content and putting it out there, the hunger is only growing. So this makes this a very exciting time for independent music in India”

The journey for Coke Studio@MTV has just begun and we can all 'open happiness' knowing that there will be many more soulful seasons of this very special fusion music project!

Info@BestMediaInfo.com

Info@BestMediaInfo.com