Coke Studio is always trying to find new ways to connect with its strong fan-base of music lovers. With this idea, we used the power of design to bring to life, the collaborations of musicians on the complex canvas of a vinyl. Transforming them from something you just listen to, to something you can also watch. Strengthening the connection between Coke Studio and their fans.

The limited-edition Video Vinyl records were first sent to the Coke Studio artists that collaborated on the track, who unboxed them on their social feeds. Followed by targeted distribution to music publishers, radio DJs, and ardent fans of Coke Studio.

And finally, as a special reward, the Video Vinyl records were placed at multiple local record-stores in Philippines where fans could go on a treasure hunt to find and collect them.

Being against company policy, these were never sold as individual products for cash but only used as promotional give-aways.

In the past few years, there’s a growing appetite for nostalgia among Gen Zs. Coke studio’s limited-edition Video Vinyl use the Zoetrope technique, one of the earliest forms of animation format, to bring the vinyl record artwork to life when spun. By infusing the vintage vinyl with a modern twist, Coke Studio has crafted the flipbook for the digital age of music, creating a mesmerizing visual experience that complements the audio.

The challenge was twofold.

1) After 7 years of Coke Studio in Philippines, always playing with the same format of entertainment: bringing artists together to create music, we needed a fresher way to get fans excited about another upcoming season of music collabs.

2) Find a way to create a stronger bond between fans and Coke studio.

The budget for the project was USD 120.000, 300 copies were produced and distributed in a total of 8 weeks.

Coke Studio has always been a platform where musicians from different genres come together to collab and create original music tracks for their fans. To celebrate this spirit of collisions, Coke Studio transformed the analog canvas of a vinyl, a historically audio medium, into a multi-sensorial audio-visual one. So fans could listen to their favourite tracks while watching the magic of the Video Vinyl come alive.

Working with illustrators Vanilla Chi, Rakhmat Jaka, Mathieu Labrecque, the Vinyls are peppered with easter eggs only authentic fans can appreciate. Unboxed by the artists, the Vinyls were also sent to publishers, DJs, fans, musicians and even became clips on Spotify, making Coke Studio the top-of-mind platform for music lovers in Asia.

Every vinyl features one song which is a collaboration of multiple Filipino musicians coming together. And has different layers, representing the different artists that contributed to the track.

The records were sent to the artists that collaborated on the tracks and also distributed to music publishers, radio DJs, ardent fans of the musicians and made available at local record-stores in Philippines.

The materials used for the Vinyl Record:

1/ Polycarbonate 12” picture discs

The materials used for the Packaging: Recyclable acrylic

1/ 3mm thick acrylic boards with size 380mm x 380mm

2/ Magnets

3/ Silkscreen & vinyl printing

Video Vinyl not only elevated up-and-coming Filipino artists but, most of all, strengthened the bond between real music fans and Coke studio.

- 40% increase in Brand perception of Coke Studio amongst Gen Z

- Coke Studio’s mentions on platforms like X, IG and Tik-Tok went up by 63%

- 99% positive sentiment for the initiative.

- Publications from over 65 countries featured Video Vinyl.

- 100% of the Vinyl that were dropped in record stores were collected by fans within 3 days.

- Increased mention of Coke Studio on radio stations, and Music industry trade by 70% vs. other Coke Studio Campaigns.

- All Coke Studio’s season 7 music tracks doubled their plays on Spotify.