KARACHI: Following the corporate/artist sponsorship model that has proven effective with Coke Studio, on May 30 Levi’s Pakistan debuted Zoe Viccaji’s acapella interpretation of the Strings hit, “Bichara Yaar”, on CityFM’s Breakfast Show.
“Levi’s Originals: Inspire is about how Strings are the originals and Zoe and Bilal are inspired by the originals,” said Adnan Malik, creator and executive producer of the campaign. “Levi’s wanted a twist on a photoshoot with Strings, but I thought they should give the stars of tomorrow a platform. The mainstream artists have done so many campaigns already, why do we want to keep seeing the same people?”
In the case of Coke Studio, promoting independent artists has translated to direct market gain. In recent years, Pakistan has become entrenched among Coca Cola’s 15 fastest-growing global markets. And for Pakistani artists who can’t access the-incidentally, dying-giant labels of the west, it’s a viable means of funding and distribution.
“Music is something I do for me, whether or not I make money out of it,” said Bilal Khan, 24, a veteran of Coke Studio and another Levi’s artist. “Levi’s is a cool brand, I wear it anyway. So I’m promoting something I believe in. Really this is just another way for me to make music.”
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