‘CNN Marketplace Africa’ examines how Coca Cola are utilising Africa’s musical talent to generate brand awareness

By Soko Directory Team / Published March 24, 2017 | 8:07 am





On this week’s, ‘CNN Marketplace Africa’, host Eleni Giokos reports from Nairobi, Kenya, to examine a new creative venture by Coca-Cola, a televised music show called Coke Studio Africa.

Airing across 25 African countries on radio and online, Coke Studio Africa offers a platform for upcoming African artists to work alongside established international artists to promote their music through live performances.

Giokos goes behind-the-scenes at Coke Studio, to examine how successful the initiative has been both for artists and to understand why Coca Cola has attached its brand to the project.

‘Marketplace Africa’ speaks to Monali Shah, Integrated Marketing Director at Coke Studios, who outlines why the project has expanded into Africa: “It’s really important to connect with consumers for a brand like ours, or for any brand. When you look at Africa as a continent, the average age is about 18 years. Music is such a key passion in our local communities, amongst consumers, amongst African people.”

The Coke Studio project was established in 2007, originally founded in Brazil. Since then, the concept has expanded to Pakistan, India and into the Middle East, with the African version originating in 2013.

Giokos speaks to Dela Maranga, a participant in season one of Coke Studio Africa, who explains the importance of the platform to upcoming musicians: “Coke Studio gave me a really good platform. For me to be on a stage where the whole of Africa and probably the United States, where people can see my music was a big, big, big deal for me. It was crazy.”

The programme hears how the expansion of the project in Africa has allowed artists to perform alongside the likes of American R&B singer, Trey Songz as well as generating significant brand awareness for one of the world’s most popular companies across the continent.

Thebe Ikalafeng, the founder of Brand Africa outlines Coca Cola’s marketing strategy to Giokos: “If Coke doesn’t spend the money, Pepsi will take the consumers… The consumers own the brands and they own them in their own private worlds. On their phone, on their laptop… Brands have realised now that they cannot anymore spend money on one big television ad and hope to connect with the consumer.”

By utilising a marketing strategy directed towards today’s consumer, Giokos asks Shah whether the brand are looking to monetise the initiative or expand the project further by establishing concerts across the continent.

Shah outlines the future strategy of Coke Studios Africa to the programme: “I don’t think our key objective is to monetise it. We would look at concerts as part of our marketing campaign for Coke Studio Africa… The whole idea is to make sure everyone listens to Coke Studio; everyone has access to African music. So, that’s why we make sure that it’s distributed across in whichever way we can without monetising it.”

Whilst artists participating in Coke Studios Africa maintain the rights to their original music, for many upcoming African musicians, the chance to engage with international acts and participate in the show the project remains an invaluable opportunity.

Maranga explains to ‘CNN Marketplace Africa’: “We’re seeing a lot of African influences and a lot of music out there… That was a big eye opener for me. We’re not just in our own bubble here.”

‘CNN Marketplace Africa’ airs Friday 24 March at 1815 EAT on CNN International

The programme also airs at the following times:

Saturday 25 March at 1815 EAT

Sunday 26 March at 0315 EAT and 1015 EAT

Monday 27 March at 0515 EAT and 2045 EAT

 




About Soko Directory Team

Soko Directory is a Financial and Markets digital portal that tracks brands, listed firms on the NSE, SMEs and trend setters in the markets eco-system.Find us on Facebook: facebook.com/SokoDirectory and on Twitter: twitter.com/SokoDirectory

View other posts by Soko Directory Team


More Articles From This Author








Trending Stories










Other Related Articles










SOKO DIRECTORY & FINANCIAL GUIDE



ARCHIVES

2024
  • January 2024 (238)
  • February 2024 (227)
  • March 2024 (190)
  • April 2024 (133)
  • May 2024 (157)
  • June 2024 (116)
  • 2023
  • January 2023 (182)
  • February 2023 (203)
  • March 2023 (322)
  • April 2023 (298)
  • May 2023 (268)
  • June 2023 (214)
  • July 2023 (212)
  • August 2023 (257)
  • September 2023 (237)
  • October 2023 (266)
  • November 2023 (286)
  • December 2023 (177)
  • 2022
  • January 2022 (293)
  • February 2022 (329)
  • March 2022 (358)
  • April 2022 (292)
  • May 2022 (271)
  • June 2022 (232)
  • July 2022 (278)
  • August 2022 (253)
  • September 2022 (246)
  • October 2022 (196)
  • November 2022 (232)
  • December 2022 (167)
  • 2021
  • January 2021 (182)
  • February 2021 (227)
  • March 2021 (325)
  • April 2021 (259)
  • May 2021 (285)
  • June 2021 (272)
  • July 2021 (277)
  • August 2021 (232)
  • September 2021 (271)
  • October 2021 (305)
  • November 2021 (364)
  • December 2021 (249)
  • 2020
  • January 2020 (272)
  • February 2020 (310)
  • March 2020 (390)
  • April 2020 (321)
  • May 2020 (335)
  • June 2020 (327)
  • July 2020 (333)
  • August 2020 (276)
  • September 2020 (214)
  • October 2020 (233)
  • November 2020 (242)
  • December 2020 (187)
  • 2019
  • January 2019 (251)
  • February 2019 (215)
  • March 2019 (283)
  • April 2019 (254)
  • May 2019 (269)
  • June 2019 (249)
  • July 2019 (335)
  • August 2019 (293)
  • September 2019 (306)
  • October 2019 (313)
  • November 2019 (362)
  • December 2019 (318)
  • 2018
  • January 2018 (291)
  • February 2018 (213)
  • March 2018 (275)
  • April 2018 (223)
  • May 2018 (235)
  • June 2018 (176)
  • July 2018 (256)
  • August 2018 (247)
  • September 2018 (255)
  • October 2018 (282)
  • November 2018 (282)
  • December 2018 (184)
  • 2017
  • January 2017 (183)
  • February 2017 (194)
  • March 2017 (207)
  • April 2017 (104)
  • May 2017 (169)
  • June 2017 (205)
  • July 2017 (189)
  • August 2017 (195)
  • September 2017 (186)
  • October 2017 (235)
  • November 2017 (253)
  • December 2017 (266)
  • 2016
  • January 2016 (164)
  • February 2016 (165)
  • March 2016 (189)
  • April 2016 (143)
  • May 2016 (245)
  • June 2016 (182)
  • July 2016 (271)
  • August 2016 (247)
  • September 2016 (233)
  • October 2016 (191)
  • November 2016 (243)
  • December 2016 (153)
  • 2015
  • January 2015 (1)
  • February 2015 (4)
  • March 2015 (164)
  • April 2015 (107)
  • May 2015 (116)
  • June 2015 (119)
  • July 2015 (145)
  • August 2015 (157)
  • September 2015 (186)
  • October 2015 (169)
  • November 2015 (173)
  • December 2015 (205)
  • 2014
  • March 2014 (2)
  • 2013
  • March 2013 (10)
  • June 2013 (1)
  • 2012
  • March 2012 (7)
  • April 2012 (15)
  • May 2012 (1)
  • July 2012 (1)
  • August 2012 (4)
  • October 2012 (2)
  • November 2012 (2)
  • December 2012 (1)
  • 2011
    2010
    2009
    2008
    2007
    2006
    2005
    2004
    2003
    2002
    2001
    2000
    1999
    1998
    1997
    1996
    1995
    1994
    1993
    1992
    1991
    1990
    1989
    1988
    1987
    1986
    1985
    1984
    1983
    1982
    1981
    1980
    1979
    1978
    1977
    1976
    1975
    1974
    1973
    1972
    1971
    1970
    1969
    1968
    1967
    1966
    1965
    1964
    1963
    1962
    1961
    1960
    1959
    1958
    1957
    1956
    1955
    1954
    1953
    1952
    1951
    1950