Sing to The Rhythm of Summer

FCB Tashkent

Campaign: Sing to The Rhythm of Summer

Brand: Coca Cola x Ozen

Year: 2021

The issue at hand lies in the neglect of young musicians within the stagnant music industry in Uzbekistan, compounded by internet censorship, which includes the blocking of platforms like TikTok. Additionally, there are constraints on artistic expression, with criticisms directed towards male short socks and restrictions on bright and showy appearances.

To address these challenges, we partnered with Coke and Ozen to launch the “Sing to The Rhythm of Summer” music contest. This initiative encourages young musicians to embrace their uncensored creativity and seize new opportunities in the industry.

Results

1539 users registered via the Telegram Bot
351 unique tracks submitted
10 new musicians became part of the Coke x Ozen album
Sponsorships and regional recognition for the artists
Non-format music contents were invited to traditional TV