Spotify, 'Coke Studio' team up to celebrate Pakistani music

World’s most popular audio streaming subscription service, Spotify, has joined forces with the sound of the nation, Coke Studio (CS), to launch an official ‘Coke Studio Pakistan’ destination on the app, dedicated to 2022’s much-awaited music show, stated a press release.

Under this partnership, Spotify is the official music streaming partner for CS this year. The artists of Coke Studio Pakistan will now be able to share their music with Spotify’s 381 million users and connect with a global audience across 184 markets. 

The app now hosts all the songs and artists previously featured on CS, available for free and premium users accessing it through their mobile or desktop devices. The collaboration between the two music powerhouses, promises to make easy the accessibility of content CS fans and Spotify users love. 

The destination features a variety of playlists including Coke Studio Pakistan, Women of Coke Studio Pakistan, Best of Coke Studio Fusion, Best of Coke Studio Sufi, Best of Coke Studio Pakistan among others.

Khan FM, artists and label partners for Pakistan, Sri Lanka and Bangladesh at Spotify said, “We are extremely excited to be a partner on the journey of Coke Studio Pakistan’s latest season. Coke Studio is a household name across Pakistan and has cultivated a love for different genres at a regional level year after year. As their official music streaming partner, we look forward to creating a memorable and enhanced listening experience for our Pakistani and South Asian listeners as they browse through our collaborative destination.”

Fahad Ashraf, VP of Coca-Cola Pakistan and Afghanistan said, “This season, Coke Studio is coming back in a brand-new avatar, celebrating Pakistani culture synced with Gen-Z. We see the Spotify partnership as the perfect medium to bring this fresh Pakistan fusion to listeners globally.”

The season is set to air from January 14 on channels across Pakistan. The upcoming season is set to be a mad mash-up of Gen-Z soloists and the grandmasters that lit the way. This year’s reboot also embraces the bond between music, aesthetics and attitude. Each of the thirteen songs comes with a unique video, created by some of Pakistan’s most progressive directors including Kamal Khan, Murtaza Niaz, Jamal Rahman and Coke Studio veteran Zeeshan Parwez.

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