Independent Artists, Cultural Diversity: How Coke Studio Bharat is Helping Regional Singers

After the overwhelming success of Coke Studio globally, the popular Coke Studio is back with its 'Bharat' edition. The recent launch of the season witnessed an amalgamation of over 50 artists from across the country who have come together to create over 10 memorable tracks celebrating the roots of Bharat.

In this season of Coke Studio, emerging artists from India's hinterlands and seasoned artists have joined forces to lend their unique voices and tell the story of Bharat. The music platform aims to showcase diverse languages, rich history, and varied musical instruments from different parts of India, creating magical melodies that are set to enthrall listeners.

Mohammad Muneem, who goes by the stage name Alif, shares his thoughts on how platforms like Coke Studio are helping regional singers. He says, "Coke Studio has been pivotal in sharing incredible artists with the world ever since its inception, making a significant contribution to documenting musical excellence across time."

Another singer, Sanjith, expresses his belief that Coke Studio will give confidence and empower singers to perform in their native languages, knowing that listeners from all around the country would still appreciate their art.

Today, Indian artists proudly tell their stories in authentic regional voices, which are not only loved by fans worldwide but also contribute to the spirit of new India. The Coke Studio Bharat track 'Apna Sunao' celebrates this freedom of expression, originality, and independence.

However, when discussing areas for improvement in bringing regional songs to the mainstream, Mohammad Muneem emphasizes the importance of understanding the value of taking risks and being true to oneself. He believes that failure is necessary for achieving something new and avoiding repetition, urging artists to embrace their true selves.

Sanjith adds that Coke Studio took a leap of faith with regional artists, allowing them to freely express their stories through music. He believes that if more artists are given similar platforms, independent regional music can be consumed in a mainstream way.

Both Mohammad Muneem and Sanjith acknowledge the struggles faced by regional singers. Mohammad Muneem finds solace in doing what he loves and acknowledges the challenges of reaching out, marketing, and networking that many artists encounter. He believes that the infrastructure to support independent artists is gradually improving as audiences become more open to embracing new content.

Sanjith shares his perspective that struggle and conflict are part of every artist's journey. He expresses gratitude for the support of friends and family through the ups and downs, emphasizing the beauty of an artist's journey when they disassociate from both success and struggle.

The idea behind launching the new Coke Studio Bharat initiative, according to Arnab Roy, Vice President of Marketing at Coca-Cola India and Southwest Asia, is to acknowledge that musical traditions from various regions in India are at an inflection point, not only in India but globally. Coke Studio Bharat aims to connect the distinct cultural dots of different regions in the country through artists whose music is rooted in their heritage. The real stars of the season are these artists, who provide a significant impetus to regional music. The theme for the season, 'Apna Sunao,' focuses on music that tells the story of all of us, our rootedness, and authenticity.

Arnab Roy also highlights the global appetite for music discovery and the intention to showcase India's regional musical diversity. The platform aims to provide a stage for the brilliant and authentic rising artists in India to reach beyond their immediate circle of influence.