Coke Studio @ MTV season 2 surpasses its opening year numbers in 7 weeks

The second season of Coke Studio @MTV has surpassed the huge numbers delivered in its opening year in just 7 weeks clearly establishing itself as the largest platform for independent music in the country. With ‘Celebrating Diversity’ as the theme for this year, the content has struck a powerful chord with music lovers and experts in India. This year, the show featured twelve music producers and over 250 musicians who came to create a movement that would resonate across platforms. Says Coca-Cola India director, Integrated Marketing Communications, Wasim Basir, “Coke Studio@MTV is an excellent example of a programme that is based on diversity as a premise. The show is a fusion of musical genres, fusion of melody, fusion of rhythms and fusion of cultures. It is Coca-Cola's unique point of view on music, enabling the 'Happy' energy of Coca-Cola to bring people together. We are extremely pleased with the support that Coke Studio @ MTV Season II has got from the audience and this season sets the benchmark for the other seasons to follow.” While the television reach of the show has already crossed 42 million at the end of 6 weeks compared to 40 MM for the entire Season 1, the content is being consumed rapidly across other mediums. The mobile take off has been incredible with over 2 MM downloads, 5 Lac audio streams and 20,000 downloads on the Nokia music store. On the physical CD sales compared to 12000 units sold in the entire Season 1, this year, in just 2 weeks, post launch of the CD in the market, over 10,000 units have been sold making it the most successful non-film album as well as amongst the highest ’pre-booked ’ album this year on Flipkart. Commenting on the success, Sony Music CEO Shridhar Subramaniam says “The response to the music is very gratifying. Young fans seek divergent forms and if we deliver great music it always connects and the numbers show it.” The social media response has also been unprecedented. The online video views have grossed over 2 million with an unprecedented 99 per cent likes. Facebook fans have grown to 1.4 MM and over 50,000 tweets have been put out by diehard fans. While the show boasted of 12 composers with names like Amit Trivedi, Karsh Kale, Nitin Sawhney, Ehsaan-Loy, Shantanu Moitra, Clinton Cerejo and Hitesh Sonik to name a few this year, the show has managed to traverse across multiple genres and styles across episodes, making each episode unique in itself. The fusion created on this show was dynamic and mind boggling, probing the masses to ask for more.