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Deliverers of rhythm & rhyme

July 10, 2018
By Mubashir Ahmed

Pakistani music has evolved with many historic phases under which this land went through.....

music

Pakistani music has evolved with many historic phases under which this land went through. Invaders from all corners of the world brought their bits of spices to the music, culture and art of the country. After the arrival of religion and revolution of Sufism, music became ever more mature, and developed a new identity for itself. But there are some avenues always which try to relocate the essence of true music and where it all started from.

Such is the platform of ‘Coke Studio Pakistan’, which first aired in 2008. The show has gained unprecedented success over the years. With over 1 billion views and counting, it has undoubtedly established itself as the biggest and most influential music avenue in the industry. Its flawless encapsulation of Pakistan’s diverse sound has transformed the musical landscape of the country forever. Recently, Coca-Cola Pakistan proudly revealed an official coffee-table book for ‘Coke Studio’, in celebration of its 10 glorious years of musical legacy and Pakistani pride.

The book marks a decade-long journey of unparalleled composition. It documents the show’s rich past, which includes the wide variety of genres, artists, bands and performers that have placed Pakistan at the forefront of musical cultures around the world. This compilation serves to preserve every aspect fundamental to both Coke Studio’s success and the Pakistani identity, be it an instrument, a story or a melody. Its ten years of fusion have not only provided Pakistan with entertainment and extravaganza, but have also given rise to a new form of nationalist spirit and cultural appreciation: the whole country enjoys music like never before.

“With roots free of borders and dating back centuries, we are our own creators and deliverers of rhythm and rhyme. We have a separate story to tell, and only we have the rights to it. We are a proud Coke Studio nation. We are Pakistan. And with this book, we celebrate these 10 glorious years.” - Excerpt from the book.

Speaking on the launch of the book, Mr. Rizwan U. Khan, General Manager, Pakistan & Afghanistan Region, has said:

“This book is not only an important archival documentation of the scale and breath and impact of the show but a celebration of its strong legacy. A legacy which has embraced and promoted Pakistan’s rich, vibrant and diverse culture. That has helped shape a new narrative within and externally. Through these ten years, it has grown to be regarded as the Sound of the Nation, revered all over the globe. This book is a manifestation of our affirmation to keep bringing a sense of pride to Pakistan through the representation it truly deserves.”

The Coffee-Table Book has been conceptually developed and directed by Markings, a three-time Gourmand Award winning publishing house. The book features essays from Nadeem Farooq Paracha, Fifi Haroon, Rakae Jamil and Sultan Arshad Khan and photography by Adeela Badshah, Insiya Syed, Kohi Marri, Rizwan-ul-Haq, Amna Zuberi and Shahrukh Khurshid.

—Mubashir Ahmed