By Atika Abbasi.
With the release of the tenth season of coke studio, it has attained value of an artistic phenomenon. It is one of the biggest platform where Pakistani culture, literature, ethnicity and nationhood is celebrated through music.
Moreover, every year Coke Studio is raising its bar higher that it seems that no further perfection can be attained. But the squad always astonishes the audience by breaking its own records. You may not be an ardent music lover, but if you are a Pakistani, you are quite likely to be an admirer of Coke Studio. Therefore, from mid-August till September Pakistani social websites are swarming with Coke Studio songs as well as memes.
Here are ten reasons for which everyone will approve Coke Studio
- Globalizing Pakistani Music
We all have often heard that world has become a ‘global village’. Coke Studio will reinforce this belief by collaboration of an International brand, namely Coke, with a veteran music band Strings. Every year Strings brings out some of the great masterpieces from different regions of world. This regional music, after makeover with electrical instruments, are served to the whole world. Pakistani Coke Studio is highly acclaimed all over the world especially, it is very popular in India.
- Rejoicing Ethnicity
While Coke Studio is globalising local music, it is careful of not dropping its ethnic palate. Every year we are served with some of the best regional songs from different regions of Pakistan. For Instance; Kadi Aao from Thar, Shakar Wadan from Balochistan, Jugni from Punjab, Man Amadam from Persian speaking Pakhtuns are some of the best songs of Coke Studio.
- Reminiscing Legends
You have to pay a fair deal of respect to Coke Studio for reviving Pakistani musical Legends. Their chef de-oeuvres are resurrected with electrical instrument, showing that these pieces are able to sooth your ear in every form. Mehdi Hassan, Faiz Ahmed Faiz, Sabri Brothers, Musrat Nazir, Iqbal Bano, Malka-e-taranum Noor Jahan, Nusrat Fateh Ali Khan, Baba Bullay Shah, Alamghir and many others are relived in Coke Studio.
- Promoting Novices
You have to give credit to Coke Studio for providing a staunch platform to novice singers. They are not only given ample space among old masters but they are also given chance to share screen with veteran singers. They may not always be debutants but these novices usually get breakthroughs of their career at coke studio. Momina Mustehsan, Sara Haider, Nirmal Roy, Rachel Viccaji, Sanam Saeed, Mehwish Hayat, Asim Azhar, Nabeel Shaukat Ali, Danyal Zafar, Aima Baig are some major beneficiaries of Coke Studio.
- Celebrating Veterans
You have to admire Coke Studio for celebrating veterans and for preserving their magnum work. Last year Amjad Sabri graced Coke Studio with his last song and this year Amir Zaki did the same. Besides, Sajjad Ali, Rahet Fateh Ali Khan, Fakhir, Sahir Ali Bagga, Atif Aslam, Ali Zafar, Jahanzeb, Ali Hamza, Ali Noor, Mai Dhai, Farida Khanum Naseebo Lal, Humaira Channa, Fariha, Hadiqa Kiani, Meesha Shafi, are some of the core singers which graced Coke Studio with their presence from time to time. Anwar Maqsood, our great legend, has also made his special appearance at Coke Studio.
Rahat Fateh Ali Khan and Amjad Sabri in Coke Studio season 9 for the Kalaam of Ameer Khusro titled “Rang”
- Recreating every Genre
You have to accredit Coke Studio for reinventing every genre of music with electrical music. Be it Hamd, naat of Sabri Brothers, qawali of Nusrat Fateh Ali Khan or Ghazal of Mehdi Hassan, or poetic Kalaam of Bullay Shah, Coke Studio team succeeds to restructure different genres meticulously, keeping their pleasure intact.
- Stimulating Patriotism
Coke Studio is remarkable for bringing a star-studded national song every independence day. This ensemble song will not only delight your sensations but also revive your national spirit.
- Reviving wedding Songs
One of the best feature of Coke Studio is wedding songs. The resurrection of old wedding songs with electrical instruments render more energy and relish. Laatiye, Laung Ghawacha, Lathay di Chadar, and Shakar Wadan are the songs which adorn every wedding all over Pakistan.
Baliye (Long Gawacha) by Quratulain Balouch & Haroon Shahid
- Selling its own Fashion Statement
Coke Studio is also popular for making a fashion statement. Singers are dressed up according to their songs and fashion followers keep drooling over their looks. Ali Zafar’s Rockstar jacket, Atif Aslam’s divine look in Tajdar-e-Haram, Qurat-ul-ain Baloch ethnic dress in Lathay di Chaddar, Farhan Saeed’s classic attire in ‘Kya Rang kr Dya Hai’ , Meesha Shafi classic yet trendy appearances time after time, Momina’s and Aima traditional looks in Afreen Afreen and Bazi respectively are some of the fashion highlights of respective years.
- Merchandising memes Business
Coke Studio is a golden opportunity for social media stars to sell some hilarious memes. Umair Jaiswal’s ‘Sammi meri war’ and Momina Mustehsan’s Afreen Afreen are able garner highest attention on social media, so far.
Writer is an English literature student and hails from Islamabad.