Coke & Music

In the summer of 2021, Coca-Cola shifted focus from famous stars to emerging Kazakhstani artists, launching a campaign with 18 talented newcomers. Instead of producing one costly music video, Coca-Cola built a studio in partnership with Ozen label, helping these artists record their first songs and shoot 14 music videos.

The campaign’s summer album topped YouTube and Yandex.Music in Kazakhstan, while artists gained visibility through billboards, documentaries, and QR codes on Coca-Cola bottles that linked to their work. The project generated 11 million views and 185,000 reactions, with one track by Shiza and Yenleak going viral.

The initiative sparked national attention, opened doors for the artists at festivals and concerts, and later expanded to the Uzbek market.