Bollywood and culture in an emerging India
By Annie Banerji
Usually known to adapt shows from the west like American Idol, The X Factor and Who Wants to Be a Millionaire, India is set to start Coke Studio @ MTV, a rendering of Coke Studio Pakistan, which is currently airing its fourth season. It seems the two initialised an exchange of television programmes last year when MTV Pakistan asked the Indian counterpart for the licence to produce Roadies, an Indian home grown reality show.
Coke Studio, which originated in Brazil in 2007, welcomes and celebrates the diversity in unity in the genres of music, wherein the artists collaborate to offer a plethora of cultural and diverse influences ranging from classical, Sufi, folk to contemporary, pop and even bhangra (a type of music combining Punjabi folk traditions with Western pop).
Similarities between Coke Studio @ MTV, the official name of the show, and its Pakistani version may be drawn due to both countries’ historical and cultural nexus in Punjabi and Sufi music. In spite of this, having hundreds of languages across the nation, the show’s Indian adaptation hopes to reach the next level by showcasing a myriad of multi-lingual musical collaborations.
“Music is what feelings sound like,” reads the official Facebook page of Coke Studio @ MTV. The anticipation of the launch is palpable through social media. The yet-to-be aired Coke Studio @ MTV Facebook page already has over 200,000 fans and sneak peeks on YouTube have been viewed over a few thousand times.