Coke Studio Launches Nu.WAV, a New Platform for Pakistan's Next Music Wave

Nu.WAV is set to be launched as part of the Coke Studio franchise this September, representing an important step forward for the company in its approach to the music scene in Pakistan. This new platform builds upon the foundations laid down by Coke Studio and offers room for innovation and creativity from artists, producers, and storytellers to build and define their own community.

Nu.WAV Led by an Award-Winning Filmmaker

The initiative will be led by executive producer Kamal Khan, a renowned filmmaker, director, and longtime participant of Coke Studio. Rather than relying on one visionary artist, however, Coke Studio has designed Nu.WAV using a multi-vision methodology wherein a variety of well-known and upcoming artists will collaborate within different disciplines of music, films, design, and visuals. Each of the participating artists can enjoy greater creative independence under this system since they have their unique sound signatures when creating their album.

Such a strategy has helped the creators keep their identity intact despite being part of the Coke Studio universe. Unlike other projects which tend to have a uniform vision across all their productions, Coke Studio seems less concerned about controlling the creative process and much more interested in letting artistically independent voices speak out.

Nu.WAV Coke Studio marks its debut stage featuring artists such as Aaryan SDQ, Afusic, Asim Azhar, Hasan Raheem, Izz Chughtai, Maanu, Sabaat Batin, Shae Gill, Young Stunners, and Zoha Waseem, showcasing veteran artists along with promising young acts making waves within Pakistan’s contemporary music scene.

Nu.WAV comprises six tracks – Maheya, Dil, Rangeen, Qasam, Shabnam, and Ae Deewan e Dil – that the team behind Nu.WAV claims paint one picture of Pakistani identity, with each track representing their emotions. As per the creator, the journey of six tracks covers the experience of ambition to belonging. These songs capture the essence of Pakistan through today’s artists who make music here.

Addressing the launch of Nu.WAV, Sami Wahid, General Manager for Pakistan & Afghanistan at The Coca-Cola Company, noted, “Coke Studio isn’t only a music channel anymore it never was.” Over 15 seasons and close to 350 musical pieces later, he went on to add, “It represents a proud cultural expression of Pakistan. Above everything else, Coke Studio has become our source of national pride, which brings Pakistan’s rich culture and heritage to more than 180 nations across the globe.”

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Moreover, this program serves as a stage for talented artists who get an opportunity to share their skills with the world and help promote Pakistan’s creative industry.

Wahid explained that Coke Studio is launching Nu.WAV to create another exciting chapter in its history, leveraging the tremendous success achieved so far while making additional room for all the talented musicians and producers who contribute to shaping the soundscape of modern Pakistan.

Khan stated: "There was an incredible legacy established by Coke Studio through the house band concept and one direction. However, this new format called Nu.WAV required a completely different strategy. It would be all about computers and production processes that occur inside personal spaces.

The participants are those who began creating music inside their bedrooms and releasing content on their own initiative without any external support. Therefore, I felt responsible only for identifying talent capable of doing what they know best." Each musician operates within his or her universe due to having different creative ideas.

Coke Studio Pakistan's new venture, called Nu.WAV, will carry forward the legacy of Coke Studio but take things even further by welcoming fresh talent along with known faces. The new platform will welcome talent that has made names for itself independently—through their work online and offline—and not solely within the conventional system. The latest development comes amid a move towards appreciating organic talents that have carved out reputations away from the mainstream industry.

Nu.WAV's online submission platform was designed to allow budding talents to upload their content in different genres like vocals, dance, and more. Thousands of applications came pouring in from all across Pakistan via this portal, which then helped in selecting Nu.WAV artists as well as finding new talents outside the final list of musicians.

Furthermore, the project is composed of an eclectic set of producers contributing towards creating the music for every track, including Abdullah Kasumbi, Ali Soomro, Jokhay, Rovalio, Talal Qureshi, and Umair. Coke Studio has unveiled its newest project called 'Nu.WAV,' and the initial six songs shall be released separately moving forward. Details about each track, artiste, and concept behind each piece shall be unveiled shortly thereafter.