At the risk of sounding like an attempt to advertise for Coke or do a bit of PR for their massive success of Coke Studio, I must give due credit where it is deserved. In 2008 when it was first being launched with season one, a great deal of skepticism was shown by a majority of my friends including myself.
Our first thoughts were that of a typical Pakistani; the real movie won’t be anything as good as the trailer. Basically we did not think that Pakistan has the sufficient talent to pull something as grand as bringing multiple musicians and musical styles and merge them to create a masterpiece. But that is exactly what Coke managed to do, create a masterpiece show which highlighted some of the best music that has ever come out of this country. What’s more amazing is that they managed to do a better job with season two which was aired in 2009. And finally they have made this a hat trick by launching season three.
Coke Studio embodies a musical fusion of exciting elements and diverse influences, ranging from traditional eastern, modern western and regionally inspired music. Bringing alive the magic of live recordings and performances, Coke Studio prides itself on providing a musical platform which bridges barriers, celebrates diversity, encourages unity and instills a sense of Pakistani pride. Coke Studio is an inspired step by Coca-Cola for having created a platform where renowned as well as upcoming and less mainstream musicians from various genres can collaborate musically.
I must tip my hat to the directors, producers, musicians, Coke and their agencies and every person who made this program into a tradition which every Pakistani is proud of.
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