Coca-Cola has introduced Coke Studio to Australia and New Zealand, featuring a debut campaign that unites Australian artists Tones And I and Young Franco with New Zealand’s CHAII to create a music track and video.
The global music platform was officially brought to the Australia and New Zealand markets at the University of New South Wales in Sydney yesterday, Thursday 4 April, with a surprise performance by the Tones And I.
The move follows the recent win of the Mount Martha-born artist at The Brag’s Rolling Stone AUNZ annual awards show, where she was honoured with the Rolling Stone Global Award.
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Coca-Cola started the Coke Studio platform in 2008, before embarking on a global rollout in 2022.
Since its global launch, the enterprise has orchestrated many high-profile collaborations worldwide, including partnerships with Sam Smith, Jessie Reyez, and Cat Burns, as well as Imagine Dragons and the Inner-City Youth Orchestra of Los Angeles.
Kate Miller, senior director of marketing at Coca-Cola South Pacific, said Coke Studio brings new experiences to fans through the release of unique collisions and new music.
“Coke Studio is a proven global platform that we are proud to bring to the ANZ market. We always look for ways to engage our consumers, and Coke Studio has done just that all over the world, bringing different fan communities together,” said Miller.
“This collision between Tones And I, Young Franco and CHAII is just the first Coke Studio collaboration – we have lots more exciting things to come. From giving emerging talent opportunities to collaborate with household names to mixing different genres together. We will also give fans behind the scenes content via our Coke Hub.”
CHAII, Tones and I and Young Franco at Coke Studio Australia and New Zealand launch
The maiden collaboration in Australia and New Zealand will result in an original track and music video by the three artists, set to be performed live in Sydney and streamed major music platforms, including YouTube.
Coke Studio’s digital-first approach provides music enthusiasts with an Access All Areas (AAA) pass, offering a behind-the-scenes experience to follow the creative journey of the artists as they craft the new track and music video.
Attendees at the launch event also enjoyed an AI experience through the Coketoda Studio AI Photo Booth, where their photos were digitally altered to create personalised Coke Studio album covers.
Last year, the mega beverage brand also utilised AI technology to create bespoke and shareable digital Christmas cards using the brand’s archive of Christmas imagery on CreateRealMagic.com.
At the time, Pratik Thakar, Coca-Cola’s Global head of generative AI, said the company wanted to use the holiday season to create a positive space for people to express their creativity.
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