Nigeria's Tems joins global Coke Studio initiative

23 May 2022 - 12:42

Nigerian singer-songwriter and producer Tems last week joined fellow musicians from around the world in a new version of the Coke Studio initiative geared toward connecting emerging musical talent.

Tems.

The latest model of the programme – which launched in Pakistan in 2008 and has since expanded to other markets including Africa and the Philippines – assumes a more global outlook. It was curated in partnership with Universal Music Group (UMG).

Tems, who courted global notice for her effort on Afrobeats star Wizkid’s ‘Essence’, joins K-Pop girl band TRI.BE, Canadian-Indian rapper Tesher, Latin singer Mariah Angeliq, Americal R&B act Ari Lennox, British singer-songwriter Griff and Turkish electro-pop producer Ekin Beril. The artists unite to reimagine British rock band Queen’s 1986 classic, ‘A Kind of Magic’, incorporating their unique takes as global breakthrough artists. The re-recording process is captured in a two-minute film titled The Conductor, created with creative agency BETC London and produced with Iconoclast’s director Pierre Dupaquier (WAFLA).

In addition to the film, each of the seven artists has also recorded their own versions of ‘A Kind of Magic’ which, together with additional exclusive tracks and behind-the-scenes footage now available on the Coke Studio YouTube Hub.

“Coke Studio is a direct extension of Coca-Cola’s Real Magic philosophy,” Coca-Cola’s head of global creative strategy and content Pratik Thakar said. “It celebrates the unique ability of music to unite and uplift and provides a connection point for fans around the world to come together and enjoy a new experience.

“We believe it has the potential for exponential growth, and today we’re excited to introduce it to a wider global audience, using the reach of our iconic brand to help bring new audiences to some extraordinary artists.”

“Collaborating with these incredible artists and the Coca-Cola team on both the music and creative vision for this launch was magic,” UMG’s executive vice-president for global brands Richard Yaffa added. “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.”

The Conductor and the Coke Studio global platform are now live on YouTube.