MUMBAI: Since last year, MTV has taken a bold step of moving away from the daunting bollywood music and catering independent, folk and regional music with shows like  Roots, Unplugged and  Sound Trippin'. Coke Studio@MTV instigated the revolution by fusing forgotten folk sounds with contemporary beats, which may appeal to the youth and old alike.

The format based on the concept of Pakistani music series Coke studio has slowly and steadily spread its roots in India with its unique concept.  Challenging the creativity of an artiste, the show features fresh tracks composed from the scratch in collaboration with other singers and producers. The show might have a long way to go for appealing Indian audience but has already fascinated the interest of music composer and singers.  The show in its second season is cashing on 12 producers and over 200 musicians to compose 40 unique tracks illustrating fusion of varied genres.

Impressed with a unique concept, Swanand Kirkire said, “Coke studio is a wave of fresh air for all the artistes. It challenges the creativity and limitation of a singer and producer and is quiet exciting for singers, producers and composers to work without any limitation. The show in its unique way introduces its listeners to folk music from different regions and states. Working in such aura is always tempting and I am glad to be a part of such creative show.”

The show has succeeded in bringing together various sounds of the country. Adding a new definition to the music, renowned music producer Shantanu Moitra said, “Coke Studio brings together various folk sounds of India. We as artistes are getting an opportunity to experiment with new sounds and compose original music which isn’t based on any story ideas. It’s quite challenging to produce music and jam with musicians on a live platform.”

Providing a larger canvas for the artistes from country’s interiors, the show offers a chance to showcase their talent and collaborate with industry’s established singers and producers for creating an experimental music. “The show is lending an identity for independent music in the industry which has been surpassed by bollywood. The show has provided a good platform for upcoming artistes by bringing the singers and their voices to the fore and further lending an exposure to their music,” classical singer Kaushiki Chakrabarty stated.

With growing popularity of the series, the show has registered interest of various independent and established artistes like Karsh Kale, Shilpa Rao, Amit Trivedi, Nitin Sawhney, Clinton Cerejo, Ehsaan Noorani, Loy Mendonsa, Harshadeep Kaur, Noora Sisters and La Pongal amongst others.

Speaking about her experience in the show Rao said, “Coke studio has featured the real side of the music to its listeners. It was a great experience as it’s my first stint as a composer. The high point of the season is that it showcases the style and sensibility of different producers through each episode. There is no brief given like bollywood and it’s a great stress buster for artistes as they can create a track living in their own space. So for me it was a dream come, when I had to collaborate with Karsh Kale and Jalebee Cartel, we are good friends and it’s always fun when you work with your friends.”

Coke Studio@MTV first initiative may have been an average show for the television audience but the series has done extremely well on radio and digitally. The first season garnered 40 million of TV viewers, three million views from YouTube and has sold 15,000 physical CDs. The Minicerts project which hosted 20 live shows aided in familiarizing the Coke studio songs with the Indian audiences leading to digital downloads and physical sales. The original compositions by singers in its second season will be released on Sony Music.

According to MTV India EVP & business head Aditya Swamy, “Music is always a better way to express our diversity, as it knows no language. Coke Studio@MTV is one such example; it is an expression of the music of India which bring together various genres like classical, rock, folk and EDM. In its season two the show is just getting bigger which will not only include the diversity of sound and culture but will also feature creative side of 12 producers and  264 musicians through 40 songs on one single stage. The show will just push the innovative and creative side of producers.”