Coca-Cola on Bottling Memories Through Live Music

Last month, Peggy Gou lit up the stage at Puglia, Italy as she unveiled her latest modern house classic ‘Find The Way’. Playing an intimate set in front of 500 superfans, the Berlin-based musician and DJ was part of 2024’s Coke Studio: Live programme. 

Alongside other artists such as NewJeans and Karol G, Peggy Gou’s fans are able to attend unique events and obtain exclusive merch all via the iconic soda brand’s music platform.

"I love sharing summer memories as well as positivity through my music and lyrics,” says Peggy in the brand’s press release. “‘Find The Way’ encapsulates this energy, and I was thrilled to partner with Coke Studio to deliver this summer track. I’m a summer person at heart, and it’s been great to work with South Korean designer Jin Young again on the artwork for my label, Gudu Records".

The song itself is an undeniable groove, marrying a lush ‘90s house beat with mellow keys and a hypnotic bassline. And, according to Coca-Cola’s global head of music and culture marketing Joshua Burke, its release via a partnership with the soft drinks giant should come as no surprise.

“Coca-Cola has a rich heritage of shaping music culture. Our new Coke Studio program has been uniquely designed to connect music fans with the artists they love through unmatched experiences”, he tells LBB. “Our brand philosophy is rooted in moments of ‘Real Magic’ and music has the unique ability to connect consumers on an emotional level. It’s those meaningful moments that forge long lasting brand recognition and loyalty."

And yet these are interesting times for music events, as digital experiences are slowly but steadily becoming a more established part of the cultural ecosystem via concerts on gaming platforms like Fortnite. However, Joshua is clear that whilst Coca-Cola is exploring digital opportunities, the brand’s commitment to physical, real-world experiences like Peggy Gou’s set in Puglia will remain steadfast. 

“The power live music has for fans cannot be underestimated. The energy of a live performance, the shared experience with peers, and the tangible connection to the artists – these are elements that can't be replicated digitally”, he explains. “That said, we understand the potential of digital platforms to expand reach, offer accessibility, and create new forms of musical engagement. Ultimately, both live and digital experiences offer value, creating diverse and engaging ways for fans to connect to their favourite artists.” 

That point around diversity is key, also. Joshua is keen to highlight how, through the roster of artists collaborating with Coke Studio: Live, the brand was keen to cross as many genres as possible to maintain a universal appeal befitting its products. 

“We’ve partnered with each of these artists because of their remarkable talent and collaborative spirit, and we also celebrate diversity,” he says. “We wanted a line-up of artists from different genres, each with a unique sound and identity, as well as their own fanbase."

There’s a deeper strategy at play, too, behind the brand’s decision to partner with the likes of Peggy Gou and NewJeans to provide fans with autographed photos and wallpapers they can’t get anywhere else. Joshua goes on to explain why this appeal to fandoms is an intrinsic part of why the brand values music so highly in the first place. 

“Coca-Cola believes that music fans uniquely magnify the magic of human connection. Not constrained by time or space, fans are universally linked through the love of lyrics, the bonds of shared behaviours, and the collective outpouring of energy they bestow upon the artists they love”, he says. 

Ultimately, then, the brand’s strategy is all about putting Coca-Cola at the heart of those experiences. “We want to offer fans content they can’t get anywhere else, whether that’s new music performances or fan-first experiences,” concludes Joshua. “We want to uplift true enthusiasts, and continue to reward their fandom with unrivalled access to the artists they love."