MANILA, PHILIPPINES — Coca-Cola has always believed in the power of innovation and making connections with people through enjoyment in an assortment of outlets; and this year, the brand did exactly just that with the power of music. Coke Studio is the conglomerate’s way of reaching its various consumers through another touchpoint — one that resonates more deeply than the beloved refreshing drink. Music has the ability to bring individuals together through a shared love for songs that move their emotions, and artists that just naturally capture the crowds’ hearts with their angelic voices and raw feelings. It allows people to freely express themselves and their individuality — something that Coca-Cola also advocates for. By marrying the people’s love for the beverage and their passion for sound, Coke Studio was able to bring “Real Magic” and reach new, groundbreaking heights. Celebrating the eighth season of Coke Studio Philippines Last September 05, 2024, Coke Studio welcomed its eighth season in the Philippines with the Ultimate Fandom Concert. This year’s musical theme revolves around the power of fandoms and creating connections between fandom-to-fandom and artist-to-fandom. The event was headlined by global K-pop sensation NewJeans, who performed their chart-topping hits “ETA,” “Bubble Gum,” “Supernatural,” “How Sweet,” and “Zero” in front of lightstick-waving fans. As a nation of singers, Filipino pride was felt among the crowd as OPM artists displayed local talent on the stage with their collab songs: “Ngayong Gabi” by ALAMAT and Nik Makino, and “Believe” by Kyle Echarri and Illest Morena. The first Filipino Coke Studio Global Ambassador Zack Tabudlo also serenaded the crowd and performed “Fallin’” — his Coke Studio exclusive song with South African rapper Nasty C. And P-pop pride BINI performed their hit song “Blooming” on the Coke Studio YouTube channel. https://www.youtube.com/watch?v=NYnmFvBpm2c https://www.youtube.com/watch?v=qfnbw1E4YFY https://www.youtube.com/watch?v=5l3rqGpxIx4 The power of fandoms and young music lovers To make this year’s Coke Studio a success, the brand engaged with artist fandoms to help create buzz on social media. Leading up to the concert, the fans initiated creative gimmicks that encouraged interactions between different fandoms of the artists featured in the lineup. During the concert, fans even organized a "special project," surprising artists with a video tribute played after each performance. In addition, Coke Studio introduced "Fan Jam," a TikTok execution that allowed fans to duet with their favorite artists. https://www.facebook.com/CocaColaPhilippines/posts/pfbid0z7MXMXBr6WKoxnnpApUzeKbbBksyRxopLzjwurK6zxtfrxwiQzKieFgsEKq6DcnVl?rdid=MqcUfUu4XMZUryxk&_rdc=1&_rdr The brand also recognized the demographics of the artists’ fandoms, and found that the most active fans are in the Gen Z bracket. These energetic individuals are the emerging cultural trendsetters and are highly active in digital spaces. They play a significant role in shaping pop culture and trends. By resonating with them, Coke Studio is assured to remain relevant and connected with the future generation of Coca-Cola consumers. Creating “Real Magic” with music and Coca-Cola Coca-Cola continues to show its commitment to celebrating and shaping culture through music and Coke Studio. It captures the brand’s purpose of connecting with consumers on an emotional level, while creating a platform that not only showcases talent, but also fosters cultural exchange and collaboration. Through Coke Studio, Coca-Cola creates “Real Magic" by fostering shared moments of happiness, where artists collaborate and connect with each other and their fans, through new music and experiences. “The Coke Studio Ultimate Fandom Concert isn’t just about great music — it’s about the power of connection,” shared Mark Jason Dee, Senior Director for Marketing at Coca-Cola ASEAN and South Pacific and South Pacific – East Cluster. “Coke Studio has always endeavored to bring artists and fans closer together, and tonight, we saw magic happen when fandoms united.” See more performances on Coke Studio Philippines’ YouTube channel or check out Coca-Cola Philippines on Facebook, Instagram, and via coca-cola.com/ph
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