The Coca-Cola Company, through its music flagship, show Coke Studio, has merged Coke Studio Africa and Coke Studio South Africa into one, bigger, better Coke Studio Africa 2017. The merger increases the number of participating countries to 16, up from 11 in the previous edition. Beginning this season, the broadcast will now reach more than 30 countries across Africa.

The production now includes artists from Nigeria, Ghana, South Africa, Rwanda, Angola, Zimbabwe, Togo, Madagascar, Mauritius, Kenya, Uganda, Tanzania, Mozambique, DRC, Ethiopia, Cameroon. The last edition featured Kenya, Uganda, Tanzania, Nigeria, Ghana, Mozambique, DRC, Ethiopia, Cameroun, Cote d’Ivoire, and Togo whilst South Africa had its own production.

Monali Shah, the Senior Content Excellence Manager for Coca-Cola Southern and East African Business Unit and Coke Studio Africa Project Director commented on the development. She said Coke Studio Africa showcases Africa’s incredible music by combining different artists and genres to inspire a new generation of African music fans. With the expanded show, we aim to bring the continent alive through a fusion of music and culture that celebrates Africa’s diversity.

“Music is the heartbeat and the soul of many diverse communities throughout Africa. From Bongo to Kwaito to Lingala and other genres across Africa, Coke Studio Africa is helping introduce these different musical styles to new communities for the first time, while maintaining a long tradition of Coca-Cola’s use of music to build its brands,” She said.

Patricia Jemibewon, Marketing Manager, Coca-Cola Nigeria, noted that music has always been the heartbeat and soul of Africa, but the Internet, social media and creativity is taking artists from their communities and cities and allowing them to reach an audience across the continent which is being supported by initiatives such as Coke Studio Africa [GO1].

Like the previous editions, Coke Studio aims to inspire and introduce Africa’s musical talents to a new and wider audience through interaction, collaboration, and cooperation amongst musical artists while also building a strong brand connection with Africa’s young and growing population. Africa is full of great musical talent in communities, cities, and countries, and Coke Studio Africa can give these artists wider exposure while enabling greater interaction, collaboration, and cooperation to create inspirational new sounds.

Some of the renowned names this season include Runtown and Yemi Alade from Nigeria; Khaligraph Jones & Band Becca from Kenya; as well as Nasty C from South Africa.

Coke Studio Africa 2017 is expected to air from August in South and Central Africa markets and from September onwards in East and West Africa.