• by Danielle Oster , June 11, 2024

 

Coke Studio, Coca-Cola’s global music platform, last week unveiled the initial group of artists it is partnering with for the 2024 summer season.

This year’s program ties dedicated music fandom to the brand’s “Real Magic” brand platform. Coca-Cola’s artist roster includes Grammy-winning pop star Karol G, who became the first woman to debut at the top of the Billboard 200 Chart with a Spanish-language album; Korean girl group NewJeans; and  Berlin-based South Korean singer Peggy Gou.

The program will include digital and real-world activations featuring these artists and other acts that will be named in the coming months, with the artist roster curated, managed and produced in partnership with Universal Music Group For Brands, Spotify music consultancy AUX and Blended Strategy Group.

This year’s program will include exclusive new music releases across streaming platforms for select artists, as well festival appearances and live performances, “immersive on-pack experiences,” and “artist-led content.”

“Each artist was specifically selected because of their special engagement with the fan communities that they represent and are supported by,” Josh Burke, global head of music and culture marketing at the Coca-Cola Company, told Marketing Daily. “The artists have been extremely collaborative, and they each aligned with the values of our brand: inclusivity, authenticity, and positivity.”

The campaign follows Coca-Cola taking an AI-powered Coke Studio experience on tour last summer, with appearances at several music festivals.