MUMBAI:  Cashing on the burgeoning popularity of regional shows like Coke studio, Unplugged and Sound Trippin’, Sony Music has once again acquired the distribution rights of Coke Studio@MTV- season 2.

The label is all set to further explore the non-film music market revenues by releasing a soundtrack ‘Album Experience’ of Coke Studio@MTV- season 2 which will consist of original compositions by singers from across the country.  Last year, the company earned a decent profit with sales of over 15,000 Coke Studio@MTV- season 1 CDs and over 10 million downloads.

Speaking with Radioandmusic.com Sony Music India Entertainment India and Middle East president Shridhar Subramanian says, “Coke Studios@MTV blends four strong elements, the power and marketing muscle of an iconic Brand, the reach of Television, the amazing line up of composers and talent and finally a global Music Major. So, the potential increases manifold. Revenue can always be generated in any form as long as it is excellent in quality, well promoted and marketed and most importantly easily available.”

The label has decided to promote the non-film segment extensively with a number of innovative campaigns. “We have planned some crucial elements for promotions and marketing. We will have a simultaneous music release with the TV Show and almost 50 per cent of our marketing spends will be online. We will also have strong and visible merchandising across all our digital partners including telcos, download stores, streaming sites, apps and variety of other innovations,” Subramaniam adds.

There is a lot of new music being generated through Coke Studio - over 50 new compositions. There are a number of styles, languages and new singers. Providing a label’s perspective on how to attract listeners to non-film music Subramaniam says,  “This is an ‘Album Experience’ where one has to listen to entire tracks and albums and that’s when the magic is experienced. So, we have to push people to experience tracks and songs for artists and episodes that they do not know or have missed. But, we are confident that the experience from last season was very good and we plan to build on that this season. Indian audiences have always had diverse tastes and varied interests in music. Pop, ghazal, folk, fusion, classical, devotional and many other active genres of music are present with Sony Music. Venturing with Coke Studio we aim to attract younger audiences to new fresh tunes and compositions that are not restricted by genre.”

Coke Studio@MTV- season 2 is riding high on expectations of not only its makers but also the viewers. After immense hype and coverage that the musical show has received before its start across all media platforms, it will be really interesting to watch the first episode to be aired tomorrow.