6 weeks after going to air the second season of Coca-Cola’s Coke Studio show in India has hit audience figures of a 42 million, in addition to the viewing figures, 2 million online downloads and furthermore 20,000 mobile downloads via the Nokia Music store.
Speaking about the shows success CEO of Sony Music India, which is one of the shows official partners said “The response to the music is very gratifying,”
“Young fans seek divergent forms and if we deliver great music it always connects and the numbers show it.”
Business head of MTV India also spoke about the success of the show “There was a hunger for another kind of sound in our music landscape and as we are creating more of this content and putting it out there, the hunger is only growing,” Aditya Swamy went on to say “So this makes this a very exciting time for independent music in India.”
Coke Studio has been credited by most experts as being one of the driving factors behind Abida Parveen, being selected as a Judge on the new music talent show Sur Kshetra.
Abidia Parveen is one of the supporters of Sufi music being used in Bollywood films, even though purist have knocked Bollywoods use of it.
The success of Coke Studio will mean that Bollywood will continue to chase anything that is deemed succesful for its own benefit, so don’t be surprised to see the likes of Abida appearing on soundtracks in the near future.