Coca-Cola launches summer music campaign with original song and music video by Jon Batiste
The new Coke Studio music program will release original music, like Jon Batiste’s ‘Be who you are (real magic),’ and host music festivals like Lollapalooza and Coachella.
Nearly 52 years after ‘I‘d like to teach the world to sing‘ made its musical debut, Coca-Cola has today released a new anthem by American songwriter and musician, Jon Batiste, to announce its summer music campaign.
The new song, called ‘Be who you are (real magic),’ was produced by Coca-Cola’s new global music platform, Coke Studio. According to the brand, Coke Studio is designed to connect Coca-Cola with consumers around the world through their love of music, by producing original music releases and hosting some of the world‘s most iconic live music festivals, including Lollapalooza in Sweden, Tomorrowland in Belgium and Coachella in California, among others.
“Music has an unparalleled ability to uplift and connect people and we know that our target audience is more engaged with music and digital audio than ever before,” Javier Meza, Coca-Cola’s marketing senior vice-president in Europe, said in a statement shared with The Drum. “Music provides connection and encourages self-expression, for many it is the catalyst for memorable shared experiences.”
The program kicks off today with the launch of the new reggae-pop track, “Be who you are (real magic),” written and performed by Grammy-award-winning singer Jon Batiste and featuring K-pop group NewJeans, rapper J.I.D, Colombian musician Camilo and English pop star Cat Burns.
The Coca-Cola-branded music video has already garnered over 146,000 views since going live on YouTube earlier today. In the video, Batiste shops in a record store. He attempts to play an album on a turntable, but no sound seems to come out – that is, until a drop of Coke falls on the record. When the music starts to play, the room becomes abuzz with aerodynamic LPs and cartoon instruments. Then come Batiste’s collaborators on animated cars: Camilo, New Jeans and others.
Following the launch of Be Who You Are, Coca-Cola plans to release nine new multi-artist songs over the summer, each of which will be performed through its program of live music festivals. The festivals will take place in several European countries, the United States and the United Kingdom, while live streams will be hosted at Tomorrowland in Belgium and Untold in Romania.
The third part of the campaign entails a summer-long sweepstakes. Across the UK, Coca-Cola Zero Sugar and Coca-Cola Original Taste packs will display scannable QR codes linking to the Coca-Cola App, where consumers have a chance to win free festival tickets, music merchandise and other prizes.