Reviving Tradition: The Role of Coke Studio in Preserving and Promoting Pakistani Folk Music among Youth
Keywords:
Coke Studio, Pakistani Folk, Cultural Heritage, Revitalization Music, Popular Media, Uses and GratificationAbstract
This study examines into the impact of Coke Studio on the preservation and promotion of Pakistani folk music within the university students. As globalization continues to shape the world and different type of music genre and songs getting popularity, traditional music forms in Pakistan have encountered considerable obstacles in staying relevant to the Gen-Z. With its fusion of traditional folk music and contemporary sounds, Coke Studio has emerged as a notable musical program in Pakistan. 100 intensive interviews from university students have been taken by using snowball sampling. The study not only uncovered the importance of media platforms in preserving culture and the potential of music but also contributed in enhancement of knowledge that Gen-Z forge a stronger bond with their cultural heritage through Coke Studio. Despite a boycott of Coca-Cola, latest Coke Studio season gain massive popularity.
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Copyright (c) 2024 Dr. Yasmeen Sultana, Dr. Shafaq Siddiquie
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