Coke Studio aimed to relaunch its platform with a fresh approach, leveraging creative collaborations to shake up the music industry and its algorithms. With the “Be Who You Are” music video and related content, the main objective was to transcend borders, languages, and genres by integrating Coca-Cola's brand into music content, creating a global collaboration platform initiated by an epic music video.

The creation of the Be Who You Are song was a collaborative effort involving a diverse lineup of artists and producers from around the world. Led by Oscar and Grammy-winning artist Jon Batiste, the process began with a shared vision to celebrate authenticity and creativity through music. Jon Batiste built the backbone, and each artist brought their unique musical style and cultural influences on the table, resulting in a dynamic and eclectic composition that transcended genre boundaries. From the soulful melodies of Blues to the energetic beats of Rap and the infectious rhythms of Reggaeton, the track seamlessly blended different musical elements to create a truly global anthem. The collaborative nature of the project fostered a spirit of innovation and experimentation, with artists contributing to the creative process and shaping the final track. The result was a groundbreaking musical collaboration that inspired audiences worldwide.

80% of Spotify users are served with only 1% of available artists, which means that Gen Zs are trapped in music bubbles. Coca-Cola saw an opportunity to relaunch its global music platform. Coke Studio returned bigger and better with a fresh concept of creative collisions: unexpected artists' collabs created to shake up the music industry by forcing the algorithms into suggesting new musical tastes to an entirely new generation. Insights into Gen Z's desire for diverse musical experiences guided the selection of artists and the development of the music video concept, ensuring it resonated with the target audience and amplified the brand message.

The casting process for Coke Studio's music collaboration was meticulously curated to ensure diversity and representation across various musical genres and cultural backgrounds, creating an unexpected, unprecedented atmosphere. Artists were selected based not only on their individual talents, but also on their willingness to embrace collaboration and experimentation. The goal was to assemble a lineup that could capture the spirit of creative collisions, fostering synergy and inspiration among participants. Through a combination of industry connections, auditions, and artistic outreach, Coke Studio brought together a diverse group of musicians united by a shared passion for music and creative expression.

The music video's impact was far-reaching, engaging audiences worldwide and sparking a global conversation about algorithmic bias in the music industry. It garnered an impressive 105 million streams on music platforms and amassed 100 million organic video views, indicating a strong resonance with audiences. The innovative integration of Coca-Cola branding resulted in 1 million Coca-Colas scanned, demonstrating tangible consumer engagement. The project also yielded notable business results, including a 1% increase in market share in Europe and the highest share in five years in North America. Additionally, the accompanying mobile game inspired by the music video garnered 7 million game sessions, further extending the project's reach and impact.