A NEW WAVE BEGINS

music

Coke Studio, launched in 2008, has grown into a defining force in contemporary Pakistani music. Emerging from a desire to challenge conventional musical boundaries, the platform reimagines traditional sounds by blending them with Western instrumentation and modern production. Originally conceptualised in Brazil, Coke Studio has since expanded globally. In Pakistan, it brings together a diverse range of genres, including classical, folk, Sufi, qawwali, ghazal and bhangra, alongside hip hop, rock and pop. More than just a music programme, it has played a significant role in reshaping perceptions of Pakistani pop culture and street style, both locally and internationally. Its enduring appeal lies in its ability to connect generations and musical traditions - bringing artists such as Abida Parveen together with contemporary acts like Young Stunners, while creating a sound that respects Pakistan’s musical heritage yet continually pushes it into the future.

Coke Studio Pakistan has also played a significant role in nurturing and introducing emerging artists. Across its seasons, the platform has consistently showcased independent musicians with diverse styles and voices who might otherwise have remained outside the mainstream music industry. These rising artists are often paired with established performers for their debut appearances, giving them a valuable opportunity to reach a wider audience. Many have subsequently gone on to build successful careers and establish identities of their own.

For nearly two decades, Coke Studio has brought together voices, sounds, languages and musical traditions from across Pakistan. In doing so, it has not only celebrated the country’s rich cultural diversity but also helped Pakistani music reach audiences around the world, cementing the show’s place as one of Pakistan’s most influential and recognisable cultural exports.

Coke Studio has announced ‘Coke Studio Nu.WAV’, a new platform set to launch soon. Building on the legacy of Coke Studio, Nu.WAV introduces a fresh space for creative exchange - one where artists, producers and storytellers have the freedom to define their own sound, build their own communities and connect with their audiences in new ways.

Moving beyond a single creative vision, Nu.WAV brings together a diverse mix of established and emerging talent from music, film, design and visual storytelling. The platform gives collaborators greater freedom to experiment, explore independently and develop a distinct sonic identity. Each project is shaped on its own terms, from the first idea through to the final mix, resulting in records that feel personal original and unique to the artists behind them.

Through this approach, producers and artists are able to create with greater creative ownership while still being connected to the wider Coke Studio ecosystem.

Speaking about Nu.WAV, Sami Wahid, General Manager, Pakistan and Afghanistan Region, The Coca-Cola Company, said, “For nearly two decades, Coke Studio has evolved into far more than a music platform. Across 15 seasons and nearly 350 musical releases, it has become a powerful expression of Pakistan’s cultural identity. Most importantly, it has become a source of national pride, carrying the sounds, stories and spirit of Pakistan to audiences in more than 180 countries, while creating a space where emerging talent can find a voice and the country’s creative economy can continue to grow. Nu.WAV represents the next chapter in this journey, building on this remarkable legacy by creating even more space for the artists, producers and creative communities shaping the sound of Pakistan today.”

At the creative helm is Executive Producer Kamal Khan, an award-winning filmmaker and director. According to him, Coke Studio built something incredible with the house band and a single musical direction. “Nu.WAV is a different approach: laptops, home studios, artists and producers working the way they actually work now. These are people who grew up making music in bedrooms and putting it out themselves. The platform had to reflect that. My job was to bring the right people into the room, let them do what they do and then get out of the way. Each song has its own world because each artist does.”

Nu.WAV continues the Coke Studio tradition while opening the door wider, bringing first-time voices into the fold alongside established names, including artists who have built audiences through independent releases, live performances and social media. That pathway was widened further through the Nu.WAV Portal, which allowed emerging talent to submit their work across categories including singing, dancing and other creative disciplines. The Portal received thousands of entries from across Pakistan, which were reviewed and shortlisted to help identify artists, while also uncovering a broader pool of promising creators beyond the final music lineup.

The inaugural edition of brings together Aaryan SDQ, Afusic, Asim Azhar, Hasan Raheem, Izz Chughtai, Maanu, Sabaat Batin, Shae Gill, Young Stunners and Zoha Waseem, combining established voices with some of the most exciting emerging talent shaping Pakistan’s contemporary music landscape.

Nu.WAV is built around six songs that together form a portrait of Pakistani identity, each rooted in its own emotional world: ‘Maheya’, ‘Dil’, ‘Rangeen’, ‘Qasam’, ‘Shabnam’ and ‘Ae Deewan-e-Dil’. Together, they trace an arc that moves from ambition to belonging, reflecting a country through the people making its music today.

Nu.WAV also brings together a diverse group of producers who shape the sound behind each song: Abdullah Kasumbi, Ali Soomro, Jokhay, Rovalio, Talal Qureshi and Umair. With the launch of Nu.WAV, the future looks bright for our upcoming musicians.

- You desk!