Coke Studio Pakistan has once again set a milestone, in which the immortal song, Tajdar-e-Haram has achieved a monumental feat of having more than 100 million views on YouTube. Tajdar-e-Haram becomes the first ever Pakistani song to achieve this hallmark triumph. Instantly popular from the first day it was released in Coke Studio 8 (2015), the song has come to symbolize the core vision of the iconic music platform Coke Studio and everything that it represents. Besides crossing the 100 million views milestone, Tajdar –e-Haram has received over 5 million engagements and has been viewed in no less than 186 countries across the world.

From the first few chords, Tajdar-e-Haram established itself as an organic melody of a qawwali that has been forever etched in the very soul of the enthusiast of the genre. Atif Aslam softly led one into familiar territory, with the rhythm of the tabla and the foreseeable dominance of the tempo provided on the harmonium. This ten minute rendition creates a trance that engulfs listeners through its sheer magnetism.

“Coke Studio continues to break records and over the years it has driven the cultural leadership agenda of Pakistan, celebrating diversity while bridging barriers relevant to the youth of today,” stated Rizwan U. Khan, General Manager, Coca-Cola Pakistan, adding, “and now we are looking forward to Season 11 next year raising the bar even higher.”

Another triumph that Coke Studio achieves is the beautiful song Afreen Afreen, from Coke Studio Season 9 which also joins the elite club of a 100 million views milestone. The beautifully crafted ‘Afreen Afreen’ sung two decades ago by the legendry, Nusrat Fateh Ali Khan still holds the strength to serenade the audience with its poetic and soothing sensibilities. The track is perfectly complimented with the incredible drum roll and a hyper groove as the traditional Afreen Afreen chants are delivered with heartfelt emotion and melodic panache.

Coke Studio after 10 years of providing hits after hits has become a source of music as well as source of pride for the Pakistan. In addition, it has and continues to be as much a part of Pakistan’s identity as it is of Coca-Cola. Coca-Cola’s ability to merge national, social and cultural identity with its brand identity is a testament to its ability to succeed in a globalizing world.

Coke Studio directly fuels music conversations through iconic storytelling and successful fusions of musical conventions; mixing old and new artists, and traditional with modern sounds. It is about infusing music styles from diversified artists and times in Pakistan’s musical history. As Coke Studio continues on its journey, it owes a debt to Strings, the executive producers for Seasons 6 to 10, whose contribution to the growth of Pakistan’s most iconic music platform was significant, strengthening further the foundation for the future journey of Coke Studio.

In conclusion, Coke Studio distinguishes itself and creates a unique individual space within the collective music space by focusing on fusion; creating different genres of music, languages and cultures. Coke Studio Pakistan is not only producing great music, but it’s taking the youth of Pakistan through a musical journey. It is introducing them to a true Pakistani Culture; languages that exist in Pakistan but were never heard off; poetry which translates their feelings in to words and gives a message of hope and optimism. Every song has a story behind it – and those stories are creating that bond with the fans.