Influencer: How Coke Studio reinvented careers

Kaifi Khalil

Kaifi Khalil exemplifies the transformative impact Coke Studio can have on an artist’s career, particularly when that talent is abundant. Prior to his stint on the music TV series, Khalil enjoyed a respectable status with a steady fan following. However, it was his participation in the 2022 collaborative single, ‘Kana Yaari’ with Abdul Wahab Bugti and Eva B, featured on music’s coveted platform that propelled him to stardom. Subsequently, each release since then became a resounding success, with tracks like ‘Kahani Suno 2.0’, ‘Mansoob’ and ‘Jurmana’, solidifying his position as a prolific artist.

Zeb and Haniya

In a time when they appeared to be anomalies, Zeb and Haniya impressed everyone with their debut album, Chup. Despite the groundbreaking nature of their album, produced by the outstanding Mekaal Hasan, they initially struggled to find the right platform for promotion. However, during the second season of Coke Studio, Zeb and Haniya were granted the opportunity to showcase songs from their debut work, captivating the nation and inspiring future generations of female artists to navigate the predominantly male industry. Their talent garnered admiration from esteemed figures such as Tina Sani and Ali Hamza, a testament to their exceptional abilities. Today, while both pursue different avenues in the field of music, their journey began with Coke Studio 2, which provided them with a platform to showcase their singing, songwriting and the courage to stand assertively as a duo with remarkable original compositions. This marked the emergence of Pakistan’s most dynamic female artists, who continue to thrive individually even today.

Ali Sethi

Ali Sethi has meticulously crafted a solid career, one forged through dedication and perseverance. He has independently released successful material, performed at prestigious venues, collaborated with foreign artists, and lent his voice to acclaimed films such as Manto and The Reluctant Fundamentalist. Moreover, Sethi’s presence on multiple seasons of Coke Studio, where he delivered captivating performances of both original and cover songs, further solidified his standing in the music industry. However, Ali Sethi’s career achieved new heights with ‘Pasoori’, a collaborating song featuring Shae Gill on Coke Studio 14. The song transcended borders and languages, becoming a global phenomenon that catapulted his fame beyond the subcontinent.

Today, Ali Sethi stands as a globally celebrated artist on the international stage, captivating audiences across diverse territories including Pakistan, India and around the world. His reach knows no geographical bounds, symbolizing his transcendent impact in the realm of music.

Fareed Ayaz and Abu Mohammad Qawwal and Brothers

Long-standing enthusiasts of qawwali have faithfully followed Fareed Ayaz and Abu Mohammad Qawwal and Brothers for several years.

However, their participation in Coke Studio 4 with ‘Kangna’ marked a significant turning point, attracting a fresh audience demographic. Suddenly, a younger crowd, previously disinterested in this traditional genre, eagerly embraced their music, requesting the rendition of their Coke Studio debut.

With subsequent appearances on the show, their fan base continued to expand. While they already boasted a dedicated following both domestically and internationally, their Coke Studio debut introduced their music to a whole new generation. This newfound appreciation transcended borders, surprising even the qawwali group themselves with the extent of their newfound popularity among the youth and beyond Pakistan.

Meesha Shafi

We knew her as an actor, a fashion model and as a member of a group where her vocals contributed to a collective sound. Meesha underwent a gradual transition into a full-fledged singer, a transformation not immediately evident. Though her earlier work was intriguing, it didn’t fully display her vocal talent.

However, it was during her stint on Coke Studio 3 that Shafi’s diverse talent as a singer was revealed. Collaborating with Arif Lohar for the song ‘Alif Allah Chambey Di Booty’, left an indelible mark, while her spine-tingling cover of Reshma’s ‘Chori Chori’ affirmed her prowess as a vocalist.

Across subsequent seasons of Coke Studio, Shafi consistently mesmerized audiences. The debut of her exceptional original compositions such as ‘Mein’, ‘Leela’, ‘Speaker Phaar’ among several others, further cemented her status as an outstanding artist. This transformative journey found its genesis in her involvement with Coke Studio.