YouTube Coke Studio Pakistan: Negotiating Identity, Blurring Boundaries

Abstract

Aim of the Study: This study is about Coke Studio Pakistan,  a Coca-Cola-Sponsored music platform that curates its music on YouTube. The article argues that the YouTube channel of the Coke Studio is a space of unprecedented ‘interaction’ between South Asians that share the love for regional music. In that, their engagement with Afreen Afreen, the second most consumed song on Coke Studio’s official channel, has been evaluated through the lens of citizenship studies.

Methodology: For analysing the comments, data coding began with a quantitative approach that informs its main principal methods of thematic analysis and textual analysis. The themes ranged from their love for music to issues that shape the regional politics. The idea was to identify the themes that transcend the animosity between the two countries and celebrate their mutual love for music, while also acknowledging themes (contentious issues) that shape politics of the region.

Findings: The study argues that whilst the song itself can be seen as an act of citizenship, the comments section offers a rich canvas for observing citizen interaction. Through comments, the audiences perform across the spectrum of cultural citizenship and agonistic publics. The comments section becomes a space of opportunity to not only celebrate the music but also to reflect on regional politics.

Conclusion: The study concludes that the exchanges on YouTube are the first steps towards enabling people-to-people contact. It is part of a learning process to co-exist with the adversary who differs in their opinions yet has the right to exist and preserve their sovereignty.