Coke Studio is always finding new ways to connect with its fan-base of music lovers. 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.

This project gave us the unique opportunity to elevate the existing catalogue of Coke Studio songs into a collector’s edition memorabilia every music fan will want to get their hands on. Strengthening the relevance of Coke Studio in Gen Z lives.

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.

While collaborations amongst music artists was a new thing when Coke Studio launched, now with the advent of Spotify and collab culture amongst artists has made it less novel. Making it harder by the way for us to be relevant amongst Gen Z.

According to the Recording Industry of America, in 2022 and 2023, vinyl outsold CDs for the first time since 1988. The main age group buying records has been Gen Z. 

With 60% of Gen Zs always looking for new ways to experience their music and over 1/2 of them digging nostalgia, some even using Vinyls as art displayed like posters in their dorm rooms, we saw an avenue in Vinyls. And gave it a twist.

Video Vinyl allowed Gen Z music fans to connect with the Coke Studio artists in a fresh new way.

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. A true celebration of craftsmanship going from music to the ears to a visual kaleidoscope of the senses.

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.

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.