By Benjamin Njoku

The popular Coke Studio concert which debuted in Africa in 2013, has gone on to replicate the huge success that the concept recorded in other parts of the world including the Middle East and Asia. Its success and acceptance rate has been particularly impressive in Nigeria where it has continued to connect with Nigeria’s teeming youth population and its army of wave-making entertainers in the music industry.

Indeed, the Coke Studio Campus Concert was conceived as an extension of the televised Coke Studio Africa show which brings together artistes from all over the continent to create a new and authentically African sound from different genres and styles of music. Last year, the concert train berthed at eight major campuses in Nigeria including, Lagos State Polytechnic, University of Benin, Abia State University, University of Lagos, Obafemi Awolowo University, University of Ilorin, the University of Port Harcourt and CRUTECH, parading Nigeria’s top artistes.

Ahead of commencement of this year’s edition, the Brand Manager, Colas, Coca-Cola Nigeria, Femi Ashipa said, the company is looking forward to having more Nigerian artistes collaborating with their counterparts from other African countries.

According to him, more concerts will spring up this year, in many locations across the continent to give more youths the opportunity to actualize their dreams. “More importantly, we are looking for output which includes hand-holding the individuals who come into limelight through the Coke studio. We want to create a synergy between the new artistes and their management,” he added.

While reviewing last year’s outing, Ashipa said the concert has been successful, adding that “two years ago, we embarked on Coke Studio season 1 in which we brought the old and new generation of musicians together. We had the likes of King Sunny Ade, DJ Jimmy Jatt, MI, Waje, Bez and a few prominent others on the bill. The rationale was to find a common ground between what was once termed ‘Great music’ back then and the wonderful type we listen to now. It was a fusion between the old sound and the new sound.

Judging from what happened last year, it was a great success. The youths and young adults happened to be our core targets. So, during last year’s edition, we decided to bring up a new course where young and young musicians came together to present the best of the best to Nigeria and the rest of Africa.

Therefore, in terms of localization, we have brought the best together, directing the course of Nigerian and African music through fusion in terms of content, concerts and other activations around it.”

Speaking further, Ashipa said, “last year’s edition was all about creating new collaborations across African artistes.

“Interestingly, over the next few weeks and months (last year), I put it to you that new songs would emerge because the thrust would be to create new, good and quality music by bringing the best Africa has to offer together for fusion music. This year, the concert was tagged ‘’Collabos of Life.”

“The season 1 happened to be just a show on the television. We decided to bring it closer to all teenagers and young adults, majority of whom you find today in colleges of Education and Universities. Therefore, to deepen the engagement with students and campus communities, we took it straight to them. The purpose was to engage them, discover new talents who are in dire need of opportunities to showcase their talents to the world. We identified with and gave everyone a chance to take the center stage and perform with some of the big stars in Africa.

It exposed them to the feeling of performing on big stages and the feedback has been immense as we have discovered not less that 10 talents from each school. Some of them who even get the opportunity to perform do not have any form of management handling their affairs. Artiste Managers who were in attendance were able to select these upcoming talents and have collaborations with them against next year(this year). This show gives good entertainment, discovers new talents and open new doors for them to have fun.”

On the mobile studio, Ashipa explained that the studio is only meant for campus activations. The students will enter the studio and do the recording. It is the first of its kind in Africa with state-of-the-arts equipment. A fully fitted-in sound studio, everything you can find in a radio station and audio studio is on this moving bus. This year, it would go beyond just recording alone, but granting some of the songs airtime. It would be a good platform for any artiste to start a career.”

Describing the concert as “a roadshow,” Ashipa stated that they intend to continue what they have started this year. “Ultimately, we are going to storm all tertiary institutions in Nigeria in the next few years. You can imagine how many schools there are and how it would cost to put up a very good show. We are pacing ourselves, by the end of this year, 12 locations would be covered.”

In terms of what the brand has benefited from organizing the concert, Ashipa said, “We are basically renewing the connection between our brand and young adults. At the end of the day, the aim is to provide good quality refreshment from the best product on the planet and provide a platform that tallies with the kind of lifestyle they want.

I am personally tapping into it and trying to engage in their happiness and give them happiness at any turn.”

According to him, the whole Coke Studio Concert idea is about connecting with our targets through one of their passion points, in this case music, in an exciting and fun filled atmosphere. He added that “Coke Studio Concert is committed to taking real time music and entertainment to Nigerians wherever they are based within the country.

It is also about providing a platform for a multitude of youngsters out there who believe that they’re musically gifted to go on stage and showcase their skills through performance before a live audience. “Of course, you know that the Coca-Cola brand is about creating fun and sharing happiness. Look around you, partying and happy people dancing and having fun; that is the spirit of the Coke Studio and it has been so in all of the 12 campuses that we have taken the concert to,” he stated.