#CokeStudio9 – Unique Experience for Deaf Community

#CokeStudio9, Coke Studio 9, Coke Studio Music for deaf

Preceding the launch of #CokeStudio9, Pakistan’s biggest music platform. Coca-Cola Pakistan brings unique experience for the Deaf Community of Pakistan. Innovative technology combined with the platform’s philosophy of inclusivity. Coke Studio for the Deaf enables people with little or no hearing ability to get the basic experience of music.

This amazing invention was revealed in a mega event in Karachi on 31st July. Here are some of the pictures to give a sneak peak to the event. #CokeStudio9 Coke Studio for the Deaf.

#CokeStudio9, Coke Studio for the deaf

At the heart of the unique studio-like set-up enabling hearing impaired persons to feel and experience music of Coke Studio. Sofa or Couch embedded with hundreds of vibration engines & LED lights synced with sound of the song being played.

A grand LED installation around the couch provides synchronized mood lighting to elevate the experience visually. LED screen in front of sofa displays the video playback, while studio is propped with guitars on stands. A drum kit and a keyboard on a stand adding to the overall ambience.

Invented in China, setup was first tested by Coca-Cola brand team in Bangkok. Group of 8 students and faculty of the Deaf Reach School tried out the system first hand. All the students & faculty members were taken to Bangkok for the experience. Their experience was nothing short of remarkable, with the group members actually experiencing Coke Studio for the very first time in their lives!

Based on this great success, Coca-Cola Pakistan decided to acquire the system for long-term use in Pakistan. With a vision to enable more people from the Deaf Community to also experience the music of Coke Studio. The system will reach Pakistan in near future.

Here’s video of the amazing experience

Coke Studio will launch this biggest & boldest #CokeStudio9 in August. It will feature both established artists and many talented newcomers. Coke Studio promises to be a launch pad for their careers, as it has been for others before them in the past 8 seasons.

#CokeStudio9 creates unique music experience for the Deaf

In a statement about the event, the General Manager of Coca-Cola Pakistan, Rizwan U. Khan stated.

“Coca-Cola, because of its all inclusive brand trait, revolves around bringing people together. It shrinks social barriers and encourages people to share their emotions and experiences.

However, despite reaching the masses, an estimated 9 million of our population have some form of hearing impairment, and have not experienced the magic of Coke Studio.

We are really happy that we are now able to make them a part of this unique experience and keep them connected with other people who have been enjoying Coke Studio for the past 8 years.”

Richard Geary, founder and director of the Deaf Reach Program in Pakistan endorsed the partnership with Coke Studio.

“Our collaboration with Coke Studio reflects our approach towards opening new experiences for the Deaf Community and creating enabling opportunities for their inclusion and success.

Geary further added,

“Coke Studio’s new initiative will not only draw a circle to include those who are often marginalized, but serve to create more awareness and acceptance from the mainstream audience, helping them to better understand the challenges faced by those with a hearing impairment.”

#CokeStudio9, Coke Studio for the deaf

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Coke Studio 9 Featuring Amjad Sabri

Coke Studio 9 Featuring Amjad Sabri

Season 9 of the signature fusion music platform Coke Studio featuring Amjad Sabri will be remembered by fans for all time to come. Amjad Sabri, who passed away tragically just a few days ago, will be seen performing in this Season. In what is probably the last studio recording, Amjad Sabri together with Rahat Fateh Ali Khan read the qawwali, Aj Rang Hai.

With the duo of Bilal Maqsood & Faisal Kapadia of Strings as Executive Producers, the Season will bring together multiple music directors. Delivering music of different genres will bring forth the talent of some of the most accomplished and major names of the industry. Including Noori, Shani Arshad, Jaffer Zaidi, Shiraz Uppal, Faakhir Mehmood and Shuja Haider.

Coke Sutdio featuring Amjad Sabri

Although Amjad Sabri did not feature in previous seasons of Coke Studio. Tajdar e Haram was performed in Season 8 by Atif Aslam, as a tribute to the original performers, Ghulam Farid Sabri and Maqbool Ahmed Sabri. Amjad Sabri had also helped Coke Studio on this rendition. The rendition gained worldwide fame with over 33 million views on digital media. Speaking about his kalaam during the recording in May, the late Amjad Sabri had stated,

“About 40 years ago, my father and Nusrat Fateh Ali Khan read this kalaam at a dargah in Karachi and 40 years later, Rahat and I are reading it again (on Coke Studio Season 9).”

Rizwan U. Khan, General Manager of Coca-Cola Pakistan, stated:

“Coke Studio is the ultimate manifestation of Coca-Cola’s music strategy and Season 9 will further strengthen Coca-Cola’s cultural leadership, celebrating diversity while bridging barriers relevant to the youth of today.”

He further added,

“It is very distressing that Amjad Sabri himself will not be with all of us to see Season 9 go on air in August. His death is a huge national loss.”

The vast talent on the music direction and production side will be matched in Season 9 by a dazzling array of artists, many of whom have performed in previous Coke Studio seasons. As well as several upcoming and talented singers performing for the first time in Coke Studio. While national icons who have performed previously include the likes of Abida Parveen, Rahat Fateh Ali Khan, Sanam Marvi, Umair Jaswal, QB, Saieen Zahoor, Ali Azmat, Noori, Zeb Bangash, Faakhir and Meesha Shafi to name a few, the new artists include Shilpa Rao, Mehwish Hayat, Momina Mustehsan, Natasha Khan, Ali Khan, Rizwan Butt, Basit, Rachel Viccaji, Nirmal Roy and of course the maestro of qawwali, Amjad Sabri.

Strings commented.

“We’ve always believed in collaborations because this is how the industry grows. After the monumental response of season 8, we decided to bring on board 6 of Pakistan’s leading music directors to be a part of Coke Studio. Our vision since season 7 has been to involve more and more people from our music industry and make this platform a collective dream. When we presented the idea to Coca-Cola, they loved it and were fully supportive. It was a challenging task and our guidance was required throughout the process, but today we are extremely satisfied that we took this initiative.”

The unrivaled success of Coke Studio over the years in connecting deeply and emotionally with the people and especially the youth, is evident from its immense digital footprint with 6.3 million fans on Facebook, more than 170 million YouTube views and 7.5 million plus audio streams. It is viewed by fans in some 150 countries and has been exported to 20 countries. In Pakistan it has proved to be a unique platform for high profile projection of everyone associated with the music industry, including singers, back up vocalists, composers, producers, musicians and technical persons of every possible specialty, without whose invaluable contribution no Season could have been produced.