UMG'S POP COLLAB: COCA-COLA LAUNCHES COKE STUDIO

Coca-Cola is introducing Coke Studio, a global music platform. It expands on a program created in Pakistan in 2008. The iconic beverage has partnered with UMG to curate the relaunch.

The first project from Coke Studio, "The Conductor," features Queen's "A Kind of Magic." Featured are Nigerian singer/songwriter/producer Tems, British singer/songwriter Griff, Grammy-nominated U.S. R&B artist Ari Lennox, Turkish electro-pop producer Ekin Beril, Latin urban pop act Mariah Angeliq, Canadian Indian rapper/producer Tesher and K-pop girl band TRI.BE.

Each of these has also recorded their own version of "A Kind of Magic," which, along with additional exclusive tracks and behind-the-scenes footage, will be accessible on the Coke Studio YouTube hub beginning today.

Said Richard Yaffa, EVP, Global Brands, UMG, “Collaborating with these incredible artists and the Coca-Cola team on both the music and creative vision for this launch was magic. Our companies are aligned in our deep commitment to showcasing phenomenal talent, to partnering with artists from all over the globe and to supporting them in sharing their music while creating opportunities to expand their fanbases.”

Watch "The Conductor" below.