The excitement begins! MTV India has announced that it will be airing the famous ‘Coke Studio’ from June 17th onwards. Does this mean that independent music will finally find its way to Indian audiences?
For those of you who have no idea what we’re talking about, Coke studio is a popular reality television show. Musicians of different genres from folk to rock jam together on open ground. Coke Studio in India is currently under production and according to The Hindustan Times, Leslie Lewis (of Colonial Cousins) will be the technical director. The show is already creating quite a buzz and even has its own Facebook fan page. The plan for ‘Coke Studio’ ads on PET bottles and cans shows promise that the show will generate a huge fan base. This could translate to the same for independent music in India.
MTV’s Channel Head Aditya Swami told the Indian Express, “Coke Studio@MTV is a reality show with a difference. There is no judge, no voting, no melodrama.” In a later quote he assured Bollywood fans that this show marked no major programming shift and Bollywood shows would remain the mainstay.
A small step for MTV but a large one for independent music in India?