With every entertainment industry from fashion to films moving to digital platforms to adjust to the new normal, it was high time that we get to see a digital music festival in Pakistan. Coca-Cola has taken the initiative and launching Pakistan’s first ever digital music festival — The CokeFest 2020 — in a new and unique style.
The COVID-19 pandemic put a complete halt to live events or large public gatherings. In these testing times, Coca-Cola has conceptualized a digital event for music lovers around the country by collaborating with the largest Pakistani music streaming platform, Patari and Pakistan’s leading on-demand video streaming platform, Tapmad to create a melodious virtual experience that offers engaging musical performances and much more as a two-way interactive experience.
Date & Entry
The three-day event is scheduled to go live on November 20th and will continue till November 22nd, 2020. Good news is it will be free for all to attend.
How to sign up?
To join the exciting event, music lovers will need to download and register on the Patari mobile app followed by signing up for the event to receive a unique code which can be used on Tapmad’s mobile app or website to enjoy the live performances virtually from any location.
Event attendees can expect to get mesmerized by renowned names rocking the local music scene. The list of musicians also include the child prodigy 9-year-old Pakistani rapper Kaky Thou$and and the immensely talented Natasha Baig following a line-up that is oozing with talented artists. Some of the other brilliant acts include Sirine Jahangir, Shamoon Ismail, SomeWhatSuper, Young Stunners, ESharp, Abdullah Siddiqui, XPolymer Dar and veteran rock star Ali Noor, who has a surprise in store for all.
While speaking about this unique initiative, Fahad Ashraf, GM Pakistan and Afghanistan at The Coca-Cola Export Corporation said, “Coca-Cola is disrupting the new normal by creating a virtual event enabled through latest technologies. With CokeFest 2020, we wanted to avoid large gatherings whilst still keeping the spirit of music alive. So we brought some of the best musical talent in Pakistan together with the country’s leading tech companies, to bring you a virtual experience that feels as close as possible to attending an actual musical concert”.
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Talking about the event, Zarlasht Faisal, CEO of Patari said, “Throughout the year, people have seen a lot of social media live events but what we wanted to do was to recreate the experience of being at a digital music festival through engagement with our audiences; we were looking to do something that could have an emotional connection with people.”
While describing the technical approach of planning this event’s virtual experience, Yassir Pasha, CEO of Tapmad said, “We already made progress on a conventional one-way communication, whereby we offer content to a user and they consume it in a passive way. However, in order to engage the users for longer duration, we pursued a strategy to create a two-way communication in terms of content integration with the user.”
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FoodPanda is the official food partner for CokeFest 2020, and they will be providing 20,000 discount vouchers over the course of the festival from some of the best restaurants in Pakistan.
Over the years, CokeFest has brought together Pakistan’s two biggest passions, music and food together. The music festival has a long history of entertaining music lovers to celebrate their love for music and food by hosting a number of upcoming artists and restaurateurs forming a winning combination. However, #CokeFest2020 is redefining the real-life experience by taking it to the virtual space with the same oomph and zest which is the need of the hour. With big names like Coca-Cola Pakistan, Patari and Tapmad, all joining forces together, there is no doubt that #CokeFest2020 is going to be a first-of-its-kind interactive digital event.