Coke helps festival-goers drop a track with generative AI music studio

2023/07/19 Innoverview Read

Dive Brief: 

  • Coca-Cola is expanding its global music platform Coke Studio with a generative artificial intelligence (AI) offering, per details shared with Marketing Dive. The immersive effort will give music festival-goers in the U.S. the chance to craft original music experiences. 

  • The AI studio, which will be available on-site at a variety of festivals, allows consumers to create a song, album cover and music video by answering a series of questions. The studio utilizes generative AI, AI video generation and ChatGPT. 

  • Billed as the first-of-its-kind, the effort was created with experience agency Momentum Worldwide. The move sees Coca-Cola continuing to explore generative AI within marketing while also upping its bets on shared music experiences.

Dive Insight: 

Coca-Cola is using generative AI to grow its Coke Studio platform, a sign that marketers are more seriously exploring consumer-facing applications of the buzzy technology. The move could boost the marketer’s global music platform, which first launched in Pakistan in 2008 and expanded in May 2022 to become a digital-first way for Coke to link with emerging talent. The brand most recently partnered with 18 artists, including Sam Smith and Jon Batiste, to offer consumers exclusive music experiences.

The new Coke AI studio will be available to festival attendees at big-name events like Lollapalooza in Chicago and the Austin City Limits Music Festival in Texas. To participate, consumers can sign up at a festival as a group or individual and answer questions that shape their “Real Stars” identity. Those include a name, song and album art, in addition to music and video elements. After, participants can occupy a green room environment before being notified via phone to move into a booth to finish creating their music video. Once the content is created, consumers will be able to visit a personalized web page to download and share their music creations. 

(Copyright: MarketingDive Coke helps festival-goers drop a track with generative AI music studio | Marketing Dive)