It hits the spot like a hit song but doesn’t aspire to be one, and that is where Rohail Hyatt, Atif Aslam, and Coke Studio have struck gold and possibly found a formula that’ll stay relevant for another 10 seasons to come. With more than ten million views in three days, Coke Studio 12 is off to a fiery start. Carefully timed and planned digital strategy has now raised the bar and expectations for Coke Studio 12, which the forthcoming songs will definitely not fulfill, but who cares anymore? A formula that was introduced by Strings has been mastered by Rohail, in his own, understated, minimal and visually low-key, fashion. It came off as pseudo-intellectual pre-cursor to Coke Studio’s powerful Friday package.

Source: The Express Tribune October 14, 2019 06:22 UTC