Whiterock Entertainment Monumentaries
Episode 14: Coke Studio
Coke Studio Pakistan is one of the most popular shows in Pakistan. It was an immediate hit right from the beginning. And has managed to live up to it’s reputation every year.
In 2008, the concept was adopted by Nadeem Zaman, then Marketing Head The Coca-Cola Company in partnership with former Vital Signs member Rohail Hyatt, who planned to launch a Pakistani version of the show. The inaugural season premiered in June in front of a live audience. The show was produced by him, along with his wife Umber Hyatt and Nofil Naqvi. It was an immediate success, receiving critical acclaim and frequently being rebroadcast on numerous television and radio stations in the country. In season 2, live audiences were excluded and performances were held in a closed studio platform, a format that continues to this day. Hyatt remained as executive producers for the show until season 6, stepping aside in 2013 after five years. He was replaced by Strings members Bilal Maqsood and Faisal Kapadia until on 29 October 2017, when Strings announced season 10 would be their last production. On 8 March 2018, it was announced that Ali Hamza and Zohaib Kazi will be producing season 11. They stepped down after producing the season. Later on, Rohail Hyatt returned for the twelfth season of the show which released on 11 October 2019.
On the tenth anniversary of the show in 2017, the General Manager of Coca-Cola Pakistan & Afghanistan Rizwan U. Khan stated, “We have come a long way since we embarked on this challenging journey a decade ago. Looking back, we feel greatly humbled that Coke Studio has been able to achieve so much, in terms of bringing virtually unknown or little known musicians into the national limelight, re-introducing music genres like qawwali and Sufi music to the youth of Pakistan, continuing to stay true to the promise of producing quality fusion of music and practice playing an important role in reviving the music industry of Pakistan.