True to its ‘opened up to happiness’ pay-off line, Coca-Cola has engaged its teeming consumers through an innovative platforms tagged Coke Studio Concert. The event which was its second edition is designed to grow musical talents while also engaging consumers with gripping performances. Top on the list were Hip-hop sensation, Olamide, R&B crooners Iyanya and Chidinma as well as dancehall maestro, Patoranking. Other acts that thrilled on the occasion include Time Magazine listed “rapper to watch,” Reminisce, Tekno, Selebobo and Emma Nyra who wowed the thousands of students that thronged the sports complex.
The Brand Manager, Colas, at Coca-Cola Nigeria Limited, Olufemi Ashipa, who also doubles as Project Manager, Coke Studio shared in the excitement and commended the massive turn-out and orderly conduct of the campus community.
He also expressed pleasure at the performance of the upcoming artistes who took advantage of the occasion to showcase their talents at the concert, expressing the hope that they would take their passion further.
According to Ashipa, “the Coke Studio connects Nigerian music stars with their counterparts in other parts of Africa. This has far-reaching implications for the development and propagation of African music, as contemporary Nigerian music is highly sought after globally. With the live concerts, we are optimistic that more stars will be made through the Coke Studio initiative.”
He informed reporters that Coca-Cola believes in institutions and collaboration, by giving opportunity to many young talents to explore, “Ours is to bridge music across Africa, it started as collaboration between the old and the new generation of Nigerian music artists”.
Similarly, the Marketing Manager, Colas, at Coca-Cola Nigeria Limited, Bolajoko Bayo-Ajayi, described the Coke Studio Concerts as an avenue for the brand to engage directly with an important market segment. “With Coke Studio Concerts,” she explained, “we can extend the reach of the Coke Studio experience. The televised versions have been successful in other parts of the world, but live performances have added benefits of instant connection and feedback from the youth on their own turf.” She informed reporters that Coca-Cola decided to increase the number to ten this year, from four it had last year, as a result of the success it achieved.
Speaking further Bayo-Ajayi said “We also have a double decker bus, inside it is a world class studio, and the bus will be available at every location we visit, it has the latest technology you can find anywhere in the world, the essence is that these young artists can go into the studio and record their songs, the essence of this project is for young artists to launch themselves into the music industry”
In keeping with the spirit of the Coke Studio Concerts, the Unilag show started with keen contests between upcoming musicians and dancers who battled each other for a chance to perform live with the super stars on the stage.
The massive crowd went wild with excitement as Girlie O hitmaker, Patoranking opened the show, followed by Reminisce who performed hits including “Around the World” and “Kako bi Chicken “. Selebobo, Emma Nyra and Tekno then followed, before one-time Project Fame winner Inyanya took the stage and thrilled the audience with his hit tracks including “Love Truly ” “Your Waist ” and many more. Songbird Chidinma was in top form as she took the microphone next, delivering her hits “Kedike ,” “Oh Baby ” and “Emi ni Baller “. Rap sensation Olamide drew the curtains on the night’s performances with “Awon goons mi” and “Turn up” sending the crowd into a frenzy.
The Coke Studio Concerts have been successfully staged at the University of Benin , Lagos State Polytechnic and Abia State University, Uturu. The next Concert would be held at the Obafemi Awolowo University, Ile-Ife.