Coca-Cola's global music platform, Coke Studio, identified a prevalent issue within the music industry: algorithmic bias restricting Gen Zers to narrow musical tastes. To combat this, Coke Studio sought to relaunch its platform with a fresh approach centered on creative collaborations among artists. The objective was to transcend cultural and genre boundaries, offering a diverse range of musical experiences to a new generation of listeners. With the collaboration of Oscar- and Grammy-winning musicians, Coke Studio aimed to craft an original song that would spark a global collaboration wave, foster cultural exchange, and promote inclusivity in the music scene.

To burst the music bubbles hindering Gen Z, we collaborated with diverse talents to create a cross-channel experience. It began with Oscar and five-time Grammy winner Jon Batiste crafting "Be Who You Are," an original song and music video featuring NewJeans, J.I.D, Camilo, and Cat Burns. Additionally, we launched an online game, held activations at festivals and distributed prizes throughout the campaign. This unique collaboration celebrates authenticity and creativity, encouraging individuals to embrace their differences and explore new musical horizons.

Coke Studio's target audience includes Gen Zers and music enthusiasts seeking authentic cultural experiences. The approach involved crafting original music that transcends traditional genres and styles, appealing to a diverse global audience. By assembling a diverse array of artists from across the globe, the initiative intentionally disrupted typical algorithmic patterns, which often categorize music based on preexisting genres and listener preferences.

The music video for "Be Who You Are" goes beyond traditional performances by uniquely representing each artist in four distinct worlds. Meticulously designed elements, colors, textures and movements showcase the individualities of the artists. Additionally, a physical record store was constructed from scratch, adding a tangible element to the video. Through expert visual effects, art direction, and animation, the video seamlessly connects viewers to these diverse worlds, creating a cohesive and immersive experience that embodies the essence of the artists.

The concept of creative collaborations in the Free the Rhythm campaign also expanded to the real world with activations at major festivals like Coachella and Lollapalooza. A mobile game inspired by the music video was developed where fans could scan a Coke to access the Coke Studio Record Store to collect albums from different artists, discovering worlds, visuals, challenges and prizes.

The music video's impact was far-reaching, engaging audiences worldwide and sparking a global conversation about algorithmic bias in the music industry. With 26 artists from 20 countries collaborating on 16 fresh tracks, the project achieved significant reach and engagement on social media, Spotify, and other digital platforms. It garnered an impressive 105 million streams on music platforms and amassed 100 million organic video views, indicating a strong resonance with audiences. Furthermore, 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.