Seven artists have recorded new renditions of Queen’s mega hit “A kind Of Magic”. The re-imagined tracks were commissioned and produced in celebration of Coke Studio’s worldwide expansion. The programme’s global development went live on 19th May 2022 via Coke Studio’s YouTube hub. The artists selected to kick start the festivities with a recorded cover included English singer-songwriter Griff, Ari Lennox, Ekin Beril, American singer Mariah Angeliq, singer and producer Tems, Tesher and K-pop group TRI.BE.
Originally birthed in Pakistan, Coke Studio was set up in 2008 to provide an international platform for both emerging and established artists. Now on its fourteenth season, the studio recorded sessions have included a myriad of musical genres whilst promoting multiculturalism. To expand the programme to a global scale, Coca-Cola has partnered with Universal Music to broaden and develop the studio’s programme to help emerging talent.
Richard Yaffa, EVP, Global Brands of Universal Music Group has spoken on the new partnership, “Collaborating with these incredible artists and the Coca-Cola team on both the music and creative vision for this launch was magic, Our companies are aligned in our deep commitment to showcasing phenomenal talent, to partnering with artists from all over the globe and to supporting them in sharing their music while creating opportunities to expand their fanbase.”
All seven covers of the classic rock track will be featured in a new documentary entitled The Conductor, which will also include behind the scenes footage and further musical content. The new documentary and recorded covers are available now and can be accessed via Coke Studio’s Youtube channel. The powerful short pays homage to the legacy of Queen’s 1986 single and aims to showcase themes associated with Real Magic, Coca-Cola’s new brand that expresses philosophical ideas of creativity and unison.
The Coca-Cola Company’s Head of Global Music Culture Marketing Joshua Burke has given the following statement, “We set out to do something different with Coke Studio. Coca-Cola has always had a strong connection with music, working with stand-out emerging talent in different communities in all corners of the world, as well as a strong heritage in connecting people across borders and cultures. Coke Studio brings these two things together in a way that’s powerful and future-facing, supporting the development of talent in the music industry, while also connecting new audiences to new music – and to each other.”
Burke continued to discuss the new documentary short “We see ‘The Conductor’ as both a homage to the legendary Queen and an opportunity to refresh and reinterpret one of their greatest tracks in different ways across cultures and musical genres, for a new generation. There’s magic in that too.”
Click here for Coke Studio’s Youtube hub.
