Coke Studio creates unique music experience for the Deaf
Preceding the
launch of Coke Studio Season 9, Pakistan’s biggest music platform, Coca-Cola
Pakistan has created a unique music experience for the Deaf Community of
Pakistan. Innovative technology combined with the platform’s philosophy of
inclusivity, Coke Studio for the Deaf enables people with little or no hearing
ability to get the basic experience of music.
At the heart
of the unique studio-like set-up enabling hearing impaired persons to feel and
experience the music of Coke Studio, is a special sofa or couch embedded with
hundreds of vibration engines and LED lights that are synced with the sound of
the song being played. A grand LED installation around the couch provides
synchronized mood lighting to elevate the experience visually. Finally an LED screen
in front of the sofa displays the video playback, while the studio is propped
with guitars on stands, a drum kit and a keyboard on a stand adding to the
overall ambiance.
The setup
invented in China, was first tested out by the Coca-Cola brand team earlier
this year when it was installed in Bangkok. A group of 8 students and faculty
of the Deaf Reach School were taken to Bangkok to try out the system first
hand. Their experience was nothing short of remarkable, with the group members
actually experiencing Coke Studio for the very first time in their lives! Based on this great success, Coca-Cola
Pakistan decided to acquire the system for long-term use in Pakistan, with a
vision to enable more people from the Deaf Community to also experience the music
of Coke Studio. The system is expected to reach Pakistan in the near future.
In a
statement about the event, the General Manager of Coca-Cola Pakistan, Rizwan U.
Khan stated, “Coca-Cola, because of its all inclusive brand trait, revolves
around bringing people together. It shrinks social barriers and encourages
people to share their emotions and experiences. However, despite reaching the
masses, an estimated 9 million of our population have some form of hearing
impairment, and have not experienced the magic of Coke Studio. We are really
happy that we are now able to make them a part of this unique experience and
keep them connected with other people who have been enjoying Coke Studio for
the past 8 years.”
Richard
Geary, founder and director of the Deaf Reach Program in Pakistan for the past
30 years endorsed the partnership with Coke Studio, “Our collaboration with
Coke Studio reflects our approach towards opening new experiences for the Deaf
Community and creating enabling opportunities for their inclusion and
success. Coke Studio’s new initiative
will not only draw a circle to include those who are often marginalized, but
serve to create more awareness and acceptance from the mainstream audience,
helping them to better understand the challenges faced by those with a hearing
impairment.”
Season 9 of
Coke Studio, the biggest and the boldest yet, is expected to be launched in
early August. It will feature both established artists and many talented
newcomers, for whom Coke Studio promises to be a launch pad for their careers,
as it has been for others before them in the past 8 seasons.
About The
Coca-Cola Company:
The Coca-Cola
Company (NYSE: KO) is the world's largest beverage company, refreshing
consumers with more than 500 sparkling and still brands. Led by Coca-Cola, one
of the world's most valuable and recognizable brands, our Company's portfolio
features 20 billion-dollar brands including, Diet Coke, Fanta, Sprite,
Coca-Cola Zero, Vitaminwater, POWERADE, Minute Maid, Simply, Georgia, Dasani,
FUZE TEA and Del Valle. Globally, we are the No. 1 provider of sparkling
beverages, ready to-drink coffees, and juices and juice drinks. Through the
world's largest beverage distribution system, consumers in more than 200
countries enjoy our beverages at a rate of 1.9 billion servings a day.
With an
enduring commitment to building sustainable communities, our Company is focused
on
initiatives
that reduce our environmental footprint, support active, healthy living, create
a safe, inclusive work environment for our associates, and enhance the economic
development of the communities where we operate. Together with our bottling
partners, we rank among the world's top 10 private employers with more than
700,000 system associates. For more information, visit Coca-Cola Journey at
www.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo, visit
our blog, CocaColaUnbottled, at www.coca-colablog.com or find us on LinkedIn at
www.linkedin.com/company/thecoca-cola-company.
About Family
Educational Services Foundation:
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