April 18, 2014

Arabic and International music fusion comes to life through Coke Studio

CokeStudio

For the first time in the region
New show to debut on MBC 1

Dubai, United Arab Emirates, April 10, 2012 – For the very first time in the Middle East, a show, that is set to captivate viewers with its unique approach to highlighting diverse cultures and bridging cultural divides through the art of music, will debut on MBC 1 on April 11th.

The launch of Coke Studio was announced today during a joint press conference between The Coca-Cola Company and MBC Group, and award winning song writer and Producer, Michel Elefteriades.

Coke Studio creates a platform where multiple fusions are celebrated, including the fusion of East and West, generations, cultures, and musical genres. The Coke Studio concept began in Brazil and later in Pakistan where it received critical acclaim and is currently in its fifth season. In the Middle East, Coke Studio will bring together Arab and international artists to collaborate and record an original fusion song meshing two or more unique genres of music. Each episode offers an inside-look of cultures and traditions that have influenced current music styles.

Commenting on the launch of Coke Studio, Antoine Tayyar, Public Affairs and Communications Director at Coca-Cola Middle East, said, “We are absolutely thrilled to bring our long standing Coke Studio concept to the Middle East. Coke Studio is a representation of our Coca-Cola values that are based on unity, happiness, and refreshing experiences. We hope that the program, while bridging cultures, will also instill our Arab youth with a sense of renewed pride and inspiration.”

Tolga Cebe, Marketing Manager for Coca-Cola Middle East said, “Arab youth are in between two worlds, a world of tradition, heritage, belonging and pride contrasted with another world of modernity, progression, and connection to the rest of the world. Through Coke Studio, Coca-Cola aims to demonstrate the positive results that come from people connecting, sharing opinions, values, and opening their minds to new and refreshing experiences.”

On the other hand, and commenting on this unique production and strategic partnership, Mazen Hayek, the Official Spokesman and Group Director of PR and Commercial at MBC Group, said, “Coke Studio represents an enchanting mix of Arabic and International musical colors, combining the arts of the East and the West into one beautiful portrait. We at MBC believe that this experience will be at the forefront of the artistic convergence of civilization, which in turn acts as an incentive for our creative and talented Arabic youth to enjoy music from all across the world. And finally, one of the main objectives of this program is to continue exploring ways to further refine and develop our music industry and genre in our region, while also keeping up to date with the international scene, and what it has to offer.”

Coke Studio is set to offer viewers a chance to be exposed to a fusion of worlds; one that merges tradition, heritage, and pride and another of modernity, progression, and a connected world. Coke Studio goes deep into the lives of the artists and their music genre of choice, while also showing behind the scenes footage of artists singing songs for the first time, and challenging themselves outside of their comfort zones. Each episode captures that raw emotions the artists expose as they push their boundaries in both musical talent and cultural understanding.

Michel Elfeteriades, Producer of Coke Studio, the Arabic version, believes the artists chosen for this show play a great role in delivering the best of Eastern and Western music fusion. He said, “Fusion music never had the platform it deserved in this part of the world but thanks to coke studio on mbc it has uncovered a new genre of show (program) that can be referred to as cultural entertainment.”

The first episode will debut on Wednesday April 11th 2012 on MBC1 at 18:30 GMT and 21:30 KSA and will feature Nancy Ajram and Jose Galvez in a fusion of Oriental and Flamenco sound.

For more information please visit the Coke Studio Facebook page: http://www.facebook.com/CokeStudioBel3arabi

Coke Studio airs every Wednesday on MBC 1 at 18:30 GMT and 21:30 KSA.

About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, the world’s most valuable brand, our Company’s portfolio features 15 billion dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of more than 1.7 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world’s top 10 private employers with more than 700,000 system employees. For more information, please visit www.thecoca-colacompany.com or follow us on Twitter at twitter.com/CocaColaCo.

About MBC Group
MBC Group is the first private free-to-air satellite broadcasting company in the Arab World which was launched in London in 1991 and later moved to its headquarters in Dubai in 2002. Over the past 20 years, MBC Group has grown to become a well-established media group that enriches people’s lives through information, interaction and entertainment. Based in Dubai, in the United Arab Emirates, MBC Group includes 10 television channels: MBC1 (general family entertainment), MBC2 and MBC MAX (24-hour movies), MBC3 (children’s entertainment), MBC4 (entertainment for new Arab women), MBC Action (action series and movies), MBC Persia (24-hour movie channel dubbed in Farsi) , Al Arabiya (the 24-hour Arabic language news channel); Al Arabiya Al Hadath (an extension of Al Arabiya News Channel); Wanasah (24-hour Arabic music channel) and MBC DRAMA coinciding with the Group’s 20th anniversary, and offers 24/7 Arabic Drama; the Group also includes two radio stations: MBC FM (Gulf music), and Panorama FM (contemporary Arabic hit music); as well as O3 productions, a specialized documentary production unit. It has also several online platforms: www.mbc.net,  www.alarabiya.net, and www.shahid.net, the first free VOD portal in the Arab world.

As of July 2011, seven of MBC Group’s channels began to air in HD across the MENA Region; the channels are: MBC 1, MBC 2, MBC 4, MBC Action, MBC Drama, MBC Max and Al Arabiya News Channel.

About MBC 1
MBC 1 was launched in 1991 as the first independent Pan Arab channel. Being the first free-to-air private satellite channel, MBC1 became trusted and respected in the eyes of Arabs all over the world, bringing fresh and contemporary entertainment into Arab homes. Today, hosting the top news service in the region and with a strong commitment to local programming- from soap operas to hit reality TV shows, it continues to be the number one family entertainment channel in the region. Currently, the top rated show on MBC 1 continues to be Arab Idol.

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