The Coca-Cola Company has announced the return of its flagship musical spectacle, COKE STUDIO™, after a two-year hiatus. Under the theme “BE WHO YOU ARE,” this dynamic season promises an extraordinary fusion of cultures and melodies, featuring the internationally acclaimed artist Jon Batiste alongside an array of global collaborations.
The theme not only commemorates diversity but also encourages Uganda’s youth and teenagers to embrace their uniqueness, emphasizing that their individuality is their most valuable asset.
The anthem for this season, “Be Who You Are (Real Magic),” champions the profound impact of remaining true to oneself. Crafted by the gifted Jon Batiste, the song symbolizes the magic that occurs when individuals embrace their authenticity while respecting the diversity in others. It features a striking collaboration with innovative K-Pop group NewJeans, Grammy-winning Colombian pop sensation Camilo, chart-topping UK singer-songwriter Cat Burns, and versatile Atlanta rapper J.I.D.
Arthur Akankwasa, Senior Franchise Manager overseeing Coca-Cola operations in Uganda, noted, “Music is embedded in our culture, serving as a medium for expression during moments of celebration, happiness, sorrow, and everything in between. It unites us across borders. This season is set to be enchanting and awe-inspiring, showcasing an impressive lineup of artists curated for our consumers’ enjoyment.”
Uganda’s representation on this captivating musical voyage includes the talented Zulitums and Fik Fameica. They are joined by renowned artists like Yung Stunna and Nasty C from South Africa, Mayorkun and Buju from Nigeria, along with international sensations Sam Smith and Imagine Dragons.
Arthur added, “This period offers Coca-Cola a unique chance to engage with a new generation of consumers, particularly focusing on the Gen Z demographic. In a digital era, where the world is at our fingertips, we’re excited to deliver a fresh cross-cultural encounter that deeply resonates. By blending local and global influences, our aim is to create music that sparks moments of inspiration, highlighting the true enchantment in unexpected connections that transcend geographical boundaries.”
The Ugandan edition of COKE STUDIO™ will feature captivating activities and opportunities for consumers to interact with the season. Festivals, listening parties, and campus tours will span across various locations within the country. Additionally, this season introduces the One XP platform, granting consumers access to over 300 global and local influencer content from COKE STUDIO™ at their convenience.
At the core of Coca-Cola’s “Real Magic” brand philosophy lies the celebration of human connections and the belief that our differences enrich and enliven the world. It’s a tribute to authentic moments and the magic that unfolds when people unite. Ultimately, COKE STUDIO™ is a globally accessible musical hub and a nexus of experiences that employ music’s universal language to transcend boundaries and unite people of diverse backgrounds.