UMG have worked with Coca-Cola in the past, but seldom in Asia - so when a world-wide brief came in for seven artist for a campaign to launch Coke Studio it was MY job to pitch and sell-in an Asian star that could resonate globally.
Of course K-Pop was the obvious choice and newly minted UMG k-pop group TRI.BE were a great option for Coke. But while their talent was undeniable, their track record was very short, and competition from other more-established Korean labels and acts was fierce.
But after a number of nail-biting rounds of pitching, TRI.BE came out on top.
They featured in "The Conductor" a global ad featuring a re-imagined version of Queen’s classic “A Kind of Magic” and revisited the track for Coke Studio Live.
The Ad itself has had over 5 million views on YouTube, and the TRI.BE live version has had over 100k views, making it the second highest-viewed Coke Studio performance so far.
The TRI.BE version of the track was also released on multiple streaming platforms globally, with over 64k streams on Spotify alone. Not bad for a band that started in 2021!
The ad featured TRI.BE representing Asia; Grammy nominated American R&B sensation Ari Lennox; British singer-songwriter Griff; Turkish electro-pop producer Ekin Beril; Latin urban pop powerhouse Mariah Angeliq; Nigerian singer songwriter and producer Tems and Canadian-Indian rapper and producer Tesher.
TRI.BE performed A Kind of Magic, live for the new always-on global platform Coke Studio
Behind-the-scenes content