Expressnews
Chennai, January 23, 2023: After the overwhelming success inmany countries across the globe including the Philippines, South Africa, Pakistan, and Bangladesh, Coca-Cola announcedthe first season of‘Coke Studio Tamil’in Chennai today. More than 25 celebratedand talented artists from across the statehave come together to create eightmemorabletracks.
The title track ‘IdhuNamma Isai’ translates to ‘this is our music,’ showcases the artist’s reflection of the richness of Tamil culturewhich embodiesauthenticity, relevance, and inclusivity. Representing all the artists, the track is a celebration of language, a sense of belonging, and rootedness. Each artist brings their own contextual touch to the tracks through the universal language of music.
With Coke Studio Tamil Season One, both celebrated and emerging artists have come together on one platform to tell storiesthat evoke emotions of connectedness with the cultural philosophy of Tamil Nadu. The songs are bolstered by seasoned sounds of musical instruments that are symbolic of culture and tradition such as the Yazh.
“Music brings magic into the lives of people, transcending borders. Given the popularity and relevance of regional content and music in India, Coke Studio has been expanded to include local Indian languages. Coke Studio Tamil is a major shift in this direction as it is all about celebrating music, and helping today’s generation reconnect with their roots and heritage, said Arnab Roy, Vice President, Marketing Coca-Cola India, and SouthWest Asia.
“Isai (Music) has always been the way to connect with the Idhyam (Heart) and with Coke Studio – Tamil the storied legacy of Coke Studio across languages now comes to Tamil, connecting hearts with the original musical sounds from some of the best Artists in Tamil. We at Motion Content Group, GroupM’s content Production, Funding and Licensing business feel privileged to have been trusted with this project and we would like to thank Coca-Cola India, the Artists who made this project real and my team at Motion & GroupM who have worked tirelessly to create magic!”, said Ashwin Padmanabhan: President, Investments, Trading & Partnerships, GroupM, India
“For years, Coke studio has discovered local artists and powered unique collaborations across genres that music lovers admire. We are excited to partner with various talented Tamil artists and provide them with a global platform to showcase their breakthrough talent”, he further added.
Coke Studio Tamil’sseason one will witness hip-hop stalwartArivu, and celebrated music producer Sean Roldan partnering with an eminent line-up featuring breakthrough artists – PushpavanamKuppusamy (The OG legend of Themmangu/Tamil folk music, whose music most of us have grown up listening to),GaanaUlaganathan (A Kalaimamani awardee that made Gaana format popular in Tamil cinema),Sanjay Subramanyan (The reigning superstar of Carnatic music and a connoisseur of Tamizhisai that precedes Carnatic),Chinmayi Sripaada, (A dominant voice in the Tamil film industry),Benny Dayal (The master of Tamil funk and a nationally loved voice),Jhanu& the band (A metal band that rose to fame with their performance in Kaala), OfRo (A youth favorite and a kingmaker in the Tamil Hip-Hop scene), and Khatija Rahman (An upcoming star and a young voice of freedom and hope in her first ever Tamil Nadu collaboration). Meenakshi Elaiyaraja (Traditional singer with a powerfully raw voice),will also be seen as part of the collective of distinctive artists creating and making music along with John Pradeep(Master storyteller), Gaana Vimala (First transgender artist to receive mainstream acclaim in the Gaana format), MullaiKalaiKuzhu (A tribal group of musicians that have kept a very old form of music alive within their community), Mutthammal and Mutthayya (The legends in the art of Oppaari – the music of grief), and Arifullah Shah Rafaee (A practicing fakir trained in Naagoor style Tamil Sufi music).
Coke Studio Tamil invites you experience the musical masterpieces composed by theseunique artists and feel the magicof music, culture and uplifting sounds that this season presents, to be released in partnership with Universal Music.All the tracks will be available across audio OTT platforms- Spotify, Gaana, Saavn, Wynk Music, and Audible. Scan aQR code todirectly reach the dedicated Coke Studio YouTube Hub that contains exclusive content that the artists have created, along with behind-the-scenes visuals. The Coke Studio Tamil experience will be further available to enjoy in person through on-ground minicerts and experientials for the youth to participate in the ever-evolving music culture in the state in the coming weeks.
