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:

Deaf Reach Schools are a project of Family Educational Services Foundation, a non-profit organization dedicated to improving the quality of life for disadvantaged communities in Pakistan.  Deaf Reach is the only school system for the Deaf in Pakistan with a branch network, and focuses on a holistic approach providing Academic and Vocational Skills, Parent and Teacher Training programs, Employment placement, and development of Pakistan Sign Language (PSL) learning resources. Learn more at www.deafreach.com