The second season was announced in the national capital on Friday. The event was attended by music wizards Amit Trivedi, Ehsaan-Loy, Karsh Kale, Hitesh Sonik, Clinton Cerejo, Shantanu Moitra and Nitin Sawhney.
Launched in India in 2011, by Coca-Cola India, in association with MTV, Coke Studio@MTV is a first of its kind music project in India which brings together diverse artists of different genres to create an extraordinary series of medley, giving music lovers across the country an opportunity to enjoy Coke Studio’s signature fusion music.
This year, Coke Studio@MTV will showcase a whole new lineup of artists. In this second season, the focus will be to showcase diversity and innovation through eight episodes, 12 producers and over 200 musicians.
Wasim Basir, Director, Integrated Marketing Communication, Coca-Cola India, said, “Music has no boundaries and this is the core idea behind Coke Studio@MTV.
"Some of India’s most talented musicians have come together at a common platform, driven by a common cause, to celebrate the pure joy and happiness of music. Season II is built on the response and feedback to Season 1, and we are hoping that music lovers would relate to this coming together of different genres.”
According to Aditya Swamy, EVP & Business Head, MTV India, “What better way to express our diversity than through the language of music...264 musicians, 40 songs on one single stage. Bringing together genres as varied as classical, rock, folk and EDM, Coke Studio@MTV is an expression of the music of India."
Amit Trivedi said, "For Coke Studio@MTV I had one thing intentionally in mind, that each song should have its distinct identity. I just wanted myaudience to feel great after the episode is over; that sigh saying ‘awesome’ has to come out naturally."
Karsh Kale said: "I really wanted the audience to see the diversity in the music and that was really my goal in this season’s Coke Studio@MTV."
"There’s never been a time when I haven’t pursued music. Music is not a career, it’s a catharsis. It’s about a process of expression. What we’re doing in Coke Studio@MTV is about unrequited love or desire or feelings of wanting to find something or searching. It’s like life," said Nitin Sawhney.
"Performing with musicians on Coke Studio@MTV was about breaking my own walls. Music has no boundaries, people from completely different cultural backgrounds can fuse and make beautiful music together and if the audience gets that from my music then I have done my job," said Clinton Cerejo.
Hitesh Sonik said: "Through Coke Studio @ MTV I have focused and very importantly tried to bring out the element of our Indian culture."
Ehsaan said: "Coke Studio@MTV is not only about our music, but it’s about every musician that will be seen in the episode. Everyone had something different to offer and that’s the way we wanted it."
"India’s colour in terms of music is phenomenal! There’s much more beyond Bollywood and I think all this needs to come on to one platform such as Coke Studio@MTV," said Loy.
The show starts July 7 and will air every Saturday at 7pm on MTV.
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