Coca-Cola Pakistan hosted the first ever Coke Studio Live concert in Lahore at the Royal Palm Golf and Country Club featuring a diverse line-up of artists: the dynamic Talal Qureshi, pop sensation Hasan Raheem, the rap duo Young Stunners, popular rap artist Faris Shafi and music icon Atif Aslam.
Coke Studio has played a key role in taking Pakistani music global. The Foreign Office recognised this role and awarded the platform for being the country’s best cultural export, with over 10.2 million subscribers on YouTube and over 4 billion views on digital platforms.
This year, Coke Studio 14 is aiming for a revitalized vibe. 70 per cent of Pakistan’s population is under the age of 35, and with Zulfiqar Jabbar Khan (popularly known as Xulfi) at the helm there is a lot of anticipation around the new sound, fresh stars and a modern outlook that will reflect the voice of the youth.
Fahad Ashraf, VP Coca-Cola Pakistan and Afghanistan says: “The Coke Studio platform has evolved this season. Whereas the values are the same but we are now leaning into the future by including the GenZ sound very deliberately. It is about time that we sync our cords with what the youngsters want. Nostalgia has its place in Season 14 but so does the firepower of a sound never been heard before.”
Coke Studio Live attracted a lively youth-oriented audience from all corners of the city. The organisers claim that the event proceeded in line with NCOC protocols for the ongoing Covid-19 pandemic.
Hosted by media personalities Dino Ali and Anoushey Ashraf, in attendance at this concert were various personalities such as HSY, Shammal Qureshi, Meesha Shafi, Abdullah Siddiqui, Zara Shahjahan, Bilal Lashari, Omair Rana, Amna Babar, Zonia Anwaar, Guddu Shani, Sameer Shami and Farhan Ali to name a few.
At this concert, Coke Studio also revealed the artists part of its talented roster for Season 14. With producer Xulfi at the helm, the featured artist lineup for the season includes: Abdullah Siddiqui, Abida Parveen, Ali Sethi, Ameer Baksh, Arooj Aftab, Asfar Hussain, Atif Aslam, Butt Brothers, Eva B, Faisal Kapadia, Faris Shafi, Hasan Raheem, Justin Bibis, Kaifi Khalil, Karakoram, Lahore Jazz Ensemble, Meesha Shafi, Momina Mustehsan, Naseebo Lal, Quratulain Baloch, Shaegill, Soch, Talal Qureshi, Talha Anjum, Wahab Bugti, Young Stunners and Zain Zohaib Qawwals.
Coke Studio has announced two major partnerships for Season 14: music streaming platform Spotify and fashion/lifestyle brand Khaadi.