Coca-Cola is propelling high growth for its weekly music TV show “Coke Studio Africa.” The show started broadcasting in 2013 in four countries in Africa. In just four years, the brand has expanded the reach to 30 countries across East, Central and southern Africa to a estimated potential half a billion viewers. In South Africa alone, the average weekly viewership has been 958,600 people.

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Each 45-minute episode of “Coke Studio Africa” features performances from a melting pot of up-and-coming musicians from 19 African countries, up from 11 last year. These artists, chosen by a team of 25 music specialists, are paired off in a studio and collaborate on an original song or cover, then perform on a large, Coca-Cola-branded stage. They are often joined by big-name American musical guests such as Wyclef Jean, Ne-yo and Trey Songz. This year, Jason Derulo will make an appearance.

Read more at Digiday: https://digiday.com/marketing/inside-coke-studios-growth-africa/