Coca-Cola’s ROI on Coke Studio@MTV
The second season of Coca-Cola’s Coke Studio@MTV music show in India has built an audience of 42 million after just six weeks on air, while viewers have grabbed more than 2 million online downloads and 20,000 mobile downloads via the Nokia Music Store. The series features a dozen music producers and over 250 musicians delivering a fusion of musical genres.
“The response to the music is very gratifying,” says Shridhar Subramaniam, CEO of Sony Music India, which is a show partner. “Young fans seek divergent forms and if we deliver great music it always connects and the numbers show it.”
“There was a hunger for another kind of sound in our music landscape and as we are creating more of this content and putting it out there, the hunger is only growing,” says Aditya Swamy, business head of MTV India. “So this makes this a very exciting time for independent music in India.”