MUMBAI: Coke Studio@MTV Season 2 succeeded in fulfilling the expectations of both the viewers as well as marketers with immense media coverage.
The second season of Coke Studio@MTV became the highest downloaded musical project across all platforms and is marked as the most successful and the highest ‘pre-booked’ album this year on Flipkart. Within two week of its launch, the physical format of the second edition sold over 10,000 units and the show standalone acquired 7,537,933 views on YouTube.
“I think the beauty of Coke Studio is that we are able to offer wide variety of music and sound so there is something for everybody and for people with different taste. The reason why Coke Studio season 2 connected well with the audience was the fact that it highlighted the diversity of India. There has always been a hunger in audience for independent music and so there has been this various digital platforms and stores for those kind of music. Coke Studio just helped them to fulfill the hunger for independent music,” said MTV India EVP and business head Aditya Swamy.
Related Post
The second season was not only a success on commercial front but also created a huge impact on the music industry with its unique format. The show adopted new format to spice-up the reach by conveying different array of music through 40 unique compositions. The elite mix of musicians included renowned collaborative artistes like Karsh Kale, Ehsaan Noorani, Clinton Cerejo, Shantanu Moitra, Swanand Kirkire and more.
Speaking about his experience visionary composer, producer and multi-instrumentalist Karsh Kale said, “It was a great experience more than anything to be with these musicians. They were all both inspiring and yet so down to earth. We all had a blast working, writing, rehearsing, laughing and jamming together during our time at Coke Studio.”
Adding a new definition to music, the show succeeded in bringing together various sounds of the country. “The show provided musicians a great opportunity to expand their horizons and experiment with new sound without any hesitation. Coke Studio brought various sounds and artistes whether folk or Bollywood together on one platform. It was quite challenging and exciting to produce music without any story board and jam with musicians on a live platform,” Moitra said.
The show not only delivered musical offering but also strengthened the bonds between indie and bollywood artistes. Shilpa Rao added, “My first stint of being a composer was fantastic and it was a great experience. The various styles of different musicians to present their thoughts through music were the highpoint of the show. For me, collaborating with musicians like Karsh Kale and Jalebee Cartel was a dream come true as we are good friends. We bonded well and it’s always fun when you work with your friends.”
Keeping diversity as a core premise and considering the immense audience support, Coke Studio@MTV through its season two succeeded in setting a benchmark for other shows.
The channel is all set to kick start Unplugged Season 2 with Rahman’s episode on 3 November at 8 pm.
