Tesher and Coca Cola - is it a Kind of Magic?

Or is it product placement, with Canadian/Indian singer, rapper and producer Tesher as the 'product' in the heavily branded Coke Studio? Some are seeing it as the future of advertising - i.e. providing something people might want to hear or see or do, wrapped in the brand's livery, rather than a straightforward ad. Anyway, here's Tesher's 2'30" rendition of 'It's a Kind of Magic', a 1986 classic by legendary rock band Queen. His performance is part of a fresh initiative by the Coke Studio, intended to create new interpretations across cultures and genres to reach younger generations. The soft drinks giant, which has always prided itself on bridging divides, has a strong affinity with the world of music: back in the 1930s it had its own radio show and 31-piece orchestra, the Coca Cola Topnotchers. Thirty years later, in the Swinging Sixties, Britain's iconic boy band The Beatles endorsed the drink. Other young singers alongside Tesher (full name Hitesh Sharma) in this new initiative include Griff and Ari Lennox, of the UK and USA respectively. “Music is the ultimate connector between people of all races, all ages, for everyone in the world," says a Coca Cola spokesperson. What do you think of these branded music sessions? Fantastic timing as the Western world particularly tries to recover from the ravages of the Covid situation and needs some cheering up? Over-commercialisation? Who cares. it's a gut-rot product? Hey, it's all about making it, good for the young artists grabbing this opportunity!?

Keywords: Coca Cola A Kind of Magic, Coca Cola and Tesher, Coca Cola Studio Sessions, music and advertising, BETC London