New Delhi: Pakistan is now bringing a Gen Z vibe to its Coke Studio. The country’s biggest cultural import is set to launch Coke Studio Nu.WAV in September to spotlight a new generation of Pakistani artists.
They’re calling it ‘Coke Studio’s Gen Z era’, but traditionalists are not that excited. They are asking, ‘What about Pakistan’s traditional folk music beyond pop culture?’
The trailer, released a week ago, has 13 million views and looks more like a Stranger Things promo than a musical show. Amid a black and red background, singers go through facial scans and flickering screens.
The first edition brings together Aaryan SDQ, Afusic, Asim Azhar, Hasan Raheem, Izz Chughtai, Maanu, Sabaat Batin, Shae Gill, Young Stunners, and Zoha Waseem. Their six songs—Maheya, Dil, Rangeen, Qasam, Shabnam, and Ae Deewan e Dil—are intended to form something like a composite portrait of contemporary Pakistan. Each occupies its own emotional territory, collectively tracing a movement from ambition toward belonging, Kamal Khan, the creative head for Nu Wav, was quoted saying ahead of the release.
Behind the songs is an equally varied group of producers: Abdullah Kasumbi, Ali Soomro, Jokhay, Rovalio, Talal Qureshi, and Umair. Rather than arriving as a single musical statement, the six releases will roll out individually, with details about the artists, songs, and visual worlds behind them to follow in the coming weeks.
The global audience is hooked.
“HOLY PEAK COKE STUDIO OMG i need a list of everyone in this but i already see literally every single peak new artist i could think of- been waiting for new music for ages but this was worth the wait. i literally love seeing my favourite pakistani artists on coke studio because their talent on here is always presented in such innovative ways, it’s incredible,” a YouTube user from England commented.
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‘What about Pakistan’s traditional folk music?’
Not everyone is elated. The shifting nature of Coke Studio had earlier drawn the ire of loyalists in last season as well. This new version too does not sit well with many. They feel this will only eclipse traditional folk music more in an era where ‘mainstream pop increasingly sounds like Western music translated into Urdu.’
“What about Pakistan’s traditional folk music beyond pop culture? We have a rich musical heritage built over centuries, but sadly, much of it is disappearing while mainstream pop increasingly sounds like Western music translated into Urdu. I can name countless hits that borrow grooves, riffs and ideas from around the world and repackage them as our own,” Irfan Ali Taj, a Pakistani folk artist from Chitral, wrote on Instagram.
He further said that drummers, guitarists and bass players, who once made live music magical, are being replaced by backing tracks, laptops and Auto-Tune.
“Influence is natural, but losing our own musical identity is not. We need to preserve, evolve and celebrate the music that is uniquely ours,” Taj added.
Tabinda Kawthar Khan, an Instagram user, hoped that Coke Studio Pakistan would not lose its essence while trying out new experiments.
“Really hope that, as Coke Studio moves forward, it never loses the beautiful fusion of tradition and modernity that made it so extraordinary our languages, poetry, folk sounds, instruments and musical heritage woven into something new. That soul is what made Coke Studio Pakistan unlike anything else in the world,” Tabinda Kawthar Khan added.
The Gen Z crowd, however, is not willing to pass a judgement so quickly. On Reddit, they are convinced that it ‘will be a banger’, and it is too soon to judge.
‘I feel it’s too early to judge until they release the first song. It feels different and a lot of people don’t like it but humans don’t like change and new things in general. I remember when Piya Piya Calling was released and in the first few minutes the ENTIRE comment section was full of hate comments because it was something we’d never seen before but now it’s grown on most of us. This could be similar or it could genuinely be a downfall, we’ll just have to wait and see,” a Reddit user noted.
(Edited by Saptak Datta)