Coke Studio: Wonder Never Ends

Coca-Cola's music platform - COKE STUDIO has created a deepening consistency of shaping cutlures around music and how it is marketed to its younger audience.

Now this campaign is focused on creating a refreshed message anchor through unveiling
of 5 major AFROBEATS artists, while lending credence to the success of the brand.

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Results

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Results -

This campaign fundamentally shifted Coca-Cola's brand trajectory and the careers of the featured artists. Developed through rigorous brand strategy sessions, it emerged as a cultural phenomenon within the Nigerian music scene, leading to measurable success for both the brand and the talent involved.

Key Outcomes and Impact:

  • Brand Success: Coca-Cola experienced a significant increase in brand salience scores, fostering a cult following among its target audience, primarily Gen Z consumers. The brand successfully positioned itself as a key driver and shaper of Afrobeats culture.

  • Artist Success: All five featured artists - Rema, Ayra Starr, Asake, Mayorkun, and BNXN (Buju), saw stellar growth in their careers. The campaign directly correlated with a spike in listening habits and follower counts among Gen Z audiences across various platforms.

  • Increased Exposure: The Coke Studio platform successfully leveraged collaborations with international and continental peers, significantly increasing the featured Nigerian artists' visibility across Africa and globally.

The initiative solidified Afrobeats music as a central cultural driver, with Coca-Cola at the heart of that movement.

Safe to say the Wonder Truly Never Ends…


  • Rema


    5.5 billion total career streams on Spotify across all credits.

    Monthly listeners on Spotify are approximately 19.5 million.

    Recorded over 12 billion total career streams globally.

    The single "Calm Down" (with Selena Gomez) has nearly 1.8 billion streams on Spotify.

    The solo version of "Calm Down" has over 700 million streams.

    Surpassed 5 billion streams as a lead artist on Spotify. 

  • Arya Starr


    Over 3 billion total streams across all credits on Spotify.

    Monthly listeners on Spotify are approximately 19 million.

    The hit single "Rush" has amassed over 513 million streams on Spotify.

    Her song "Santa" has over 803 million streams.

  • Asake


    Over 5 billion total career streams across all platforms, including 2 billion each on Spotify and Audiomack.

    His album Lungu Boy achieved the biggest opening week ever on Spotify Nigeria with 18.9 million streams.

    Sold out major venues like the O2 Arena and Barclays Center.

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