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MTV Coke Studio 4 to render soulful music in an ‘always on’ format

Starting March 1, and every first Sunday of the month for 12 weeks at 8 pm, Coke Studio will release a musical composition, both as a stylised video and audio

Sarmistha Neogy | Mumbai | February 24, 2015


MTV Coke Studio returns with its fourth season wrapped in an ‘always on’ new format, much to the thrill of music lovers. This time, the show promises to stay with its fans throughout the year and not just the usual six weeks. Starting March 1, 2015, and every first Sunday of the month, at 8 pm Coke Studio will release a musical composition, both as a stylised video and audio, along with multiple elements that will capture the journey of making the music, including studio sessions, producer profiles and much more. Each of these videos and audio will be simultaneously released on all MTV platforms and deployed across all audio and video platforms such as YouTube, Saavn, Gaana, iTunes and so on, by Zee Music.

Debabrata Mukherjee Debabrata Mukherjee

Commenting on the new format, Debabrata Mukherjee, VP – Marketing & Commercial, Coca-Cola India and South West Asia, said, “We will be moving from fireworks to multiple fireworks. If you ask, why the change, it is because we asked consumers and found out that they want Coke Studio to be always with them and not for only six weeks. Also, they wanted to go beyond the song and actually delve deeper. All new journeys are fraught with risks, so will it work or not, time will only tell.”

“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. But that also puts a huge responsibility on us, because we have to ensure that we meet their expectations. We make ourselves believe that so far we haven’t let them down or else the 2.9 million Facebook fans would have made themselves heard. Keeping their change in taste in mind, we are here with our new format. Hope everyone loves it,” added Mukherjee.

The music has been curated and composed by some of the best in business, including Vishal-Shekhar, Amit Trivedi, Pritam, Clinton Cerejo, Sachin-Jingar, Ram Sampath, Sneha Khanwalkar, Papon, Badshah and Raftaar. In order to broaden its genre, the show also has several new names like Rekha Bhardwaj, Jyoti Nooran and Harshdeep Kaur.

Aditya Swamy Aditya Swamy

Speaking about the new season, Aditya Swamy, EVP and Business Head, MTV, said, “After producing 140 songs with over 400 artists, our hunger to delight music fans drives us to give the format a whole new beat. While music will always be 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.”

“Coke Studio music has become like a genre in itself and many movies are actually asking for Coke Studio type music in their songs. So, keep your ears and eyes open for the new format, which promises one year of happiness and music. ‘Albums’ to ‘Singles’ with a strong connect. So, MTV Coke Studio Season 4 will have 12 episodes, 12 producers, 12 original compositions and 12 music videos,” he added.

As part of its promotional strategy, Coke Studio will continue its journey of bringing live experiences through more than 50 concerts and outreach programmes, reaching 100 colleges across 10 cities. MTV will be re-releasing two audience favourites – ‘Madari’ and ‘Kattey’ – with brand new music videos to kick-off Season 4 of Coke Studio.

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