The Coca-Cola Company has teamed up with MBC Group to launch its hit fusion music show 'Coke Studio' in the Middle East featuring top Arabic and international artists.

The first episode will debut tomorrow (April 11) on MBC1 at 18:30 GMT and 21:30 in Saudi featuring Nancy Ajram and Jose Galvez in a fusion of Oriental and Flamenco sound.

The show creates a platform where multiple fusions are celebrated, including the fusion of East and West, generations, cultures, and musical genres.

The Coke Studio concept began in Brazil and then in Pakistan where it received critical acclaim and is currently in its fifth season and later also found its way to India.

Announcing the launch, Antoine Tayyar, public affairs and communications director at Coca-Cola Middle East, said, 'For the very first time in the Middle East, a show, that is set to captivate viewers with its unique approach to highlighting diverse cultures and bridging cultural divides through the art of music, will debut on MBC 1.'

'In the Middle East, Coke Studio will bring together Arab and international artists to collaborate and record an original fusion song meshing two or more unique genres of music. Each episode offers an inside-look of cultures and traditions that have influenced current music styles,' said Tayyar.

He said the company was absolutely thrilled to bring its long-standing concept to the Middle East.

Tolga Cebe, the marketing manager for Coca-Cola Middle East said, 'Arab youth are in between two worlds, a world of tradition, heritage, belonging and pride contrasted with another world of modernity, progression, and connection to the rest of the world.'

'Through Coke Studio, Coca-Cola aims to demonstrate the positive results that come from people connecting, sharing opinions, values, and opening their minds to new and refreshing experiences,' he added.

Mazen Hayek, the spokesman and group director of PR and commercial at MBC Group, said, “Coke Studio represents an enchanting mix of Arabic and International musical colors, combining the arts of the East and the West into one beautiful portrait.'

'We at MBC believe that this experience will be at the forefront of the artistic convergence of civilization, which in turn acts as an incentive for our creative and talented Arabic youth to enjoy music from all across the world,' Hayek stated.

Coke Studio, he said, goes deep into the lives of the artists and their music genre of choice, while also showing behind the scenes footage of artists singing songs for the first time, and challenging themselves outside of their comfort zones.

'Each episode captures that raw emotions the artists expose as they push their boundaries in both musical talent and cultural understanding,' he stated.

Michel Elfeteriades, the producer of Coke Studio's Arabic version, believes the selected artists in the show play a great role in delivering the best of Eastern and Western music fusion.

“Fusion music never had the platform it deserved in this part of the world but thanks to coke studio on MBC it has uncovered a new genre of show (program) that can be referred to as cultural entertainment,” he added.-TradeArabia News Service