To celebrate this spirit of collisions, Coke Studio transformed the analog canvas of a vinyl, a historically audio medium, into a multi-sensorial audio-visual one. So fans could listen to their favourite tracks while watching the magic of the Video Vinyl come alive.

In the past few years, there’s a growing appetite for nostalgia among Gen Zs. Coke studio’s limited-edition Video Vinyl use the Zoetrope technique, one of the earliest forms of animation format, to bring the vinyl record artwork to life when spun. 

By infusing the vintage vinyl with a modern twist, Coke Studio has crafted the flipbook for the digital age of music, creating a mesmerizing visual experience that complements the audio.

OBJECTIVES: The challenge was twofold.

1) After 7 years of Coke studio in Philippines, always playing with the same format of entertainment: bringing artists together to create music, we needed a fresher way to get fans excited about another upcoming season of music collabs. 2) Find a way to create a stronger bond between fans and Coke studio. The budget for the project was USD 120.000, 300 copies were produced and distributed in a total of 8 weeks.

STRATEGY: While collaborations amongst music artists was a new thing when Coke Studio launched, now with the advent of Spotify and collab culture amongst artists has made it less novel. Making it harder by the way for us to be relevant amongst Gen Z.   According to the Recording Industry of America, in 2022 and 2023, vinyl outsold CDs for the first time since 1988. The main age group buying records has been Gen Z.    With 60% of Gen Zs always looking for new ways to experience their music and over 1/2 of them digging nostalgia, some even using Vinyls as art displayed like posters in their dorm rooms,  we saw an avenue in Vinyls. And gave it a twist.   Video Vinyl allowed Gen Z music fans to connect with the Coke Studio artists in a fresh new way.

EXECUTION: Working with illustrators Vanilla Chi, Rakhmat Jaka, Mathieu Labrecque, the Vinyls are peppered with easter eggs only authentic fans can appreciate. Unboxed by the artists, the Vinyls were also sent to publishers, DJs, fans, musicians and even became clips on Spotify, making Coke Studio the top-of-mind platform for music lovers in Asia.   Every vinyl features one song which is a collaboration of multiple Filipino musicians coming together. And has different layers, representing the different artists that contributed to the track.   The records were sent to the artists that collaborated on the tracks and also distributed to music publishers, radio DJs, ardent fans of the musicians and made available at local record-stores in Philippines.   The materials used for the Vinyl Record: 1/ Polycarbonate 12” picture discs   The materials used for the Packaging: Recyclable acrylic?1/ 3mm thick acrylic boards with size 380mm x 380mm?2/ Magnets 3/ Silkscreen & vinyl printing RESULTS: Video Vinyl not only elevated up-and-coming Filipino artists but, most of all, strengthened the bond between real music fans and Coke studio.   - 40% increase in Brand perception of Coke Studio amongst Gen Z - Coke Studio’s mentions on platforms like X, IG and Tik-Tok went up by 63% - 99% positive sentiment for the initiative. - Publications from over 65 countries featured Video Vinyl. - 100% of the Vinyl that were dropped in record stores were collected by fans within 3 days. - Increased mention of Coke Studio on radio stations, and Music industry trade by 70% vs. other Coke Studio Campaigns. - All Coke Studio’s season 7 music tracks doubled their plays on Spotify.