Music beyond Bollywood-in Coke Studio - Times of India

The void in the Indian music industry, which has always been dominated by Bollywood, will soon be filled by Coke Studio - a platform to promote fusion music by collaborating singers from across India, who will be lending their regional flavours to create experimental music.

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Bringing the concept to India for the first time, Coca-Cola has partnered with music channel MTV to create the show "Coke Studio@MTV". "This is one of Coca-Cola's pioneering endeavours worldwide to connect with our audiences - an exceptional platform for music that has time and again given audiences an unforgettable experience of fusion music created by a unique ensemble of artists," said Atul Singh, president and chief executive officer, Coca-Cola India and Southwest Asia .

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Bringing the concept to India for the first time, Coca-Cola has partnered with music channel MTV to create the show "Coke Studio@MTV". "This is one of Coca-Cola's pioneering endeavours worldwide to connect with our audiences - an exceptional platform for music that has time and again given audiences an unforgettable experience of fusion music created by a unique ensemble of artists," said Atul Singh, president and chief executive officer, Coca-Cola India and Southwest Asia . "Through Coke Studio, we are not just creating a refreshing new genre of music but also providing a platform to this enormous pool of musical talent to showcase their unique brand of music," he added.

Music beyond Bollywood-in Coke Studio - Times of India