UMG have worked with worked with Coca-Cola in the past, but seldom in Asia - so when a global brief came in for seven artist for a world-wide 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 the best option as far as I was concerned. 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 5m views on youtube, and 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!