Outsourcing the nation? Musical collaboration, nation building and neo-liberal logics in Coke Studio Pakistan

Coke Studio Pakistan is a decade-long music reality show featuring collaborations between pop, classical and local folk musicians. Sponsored by Coca-Cola and displaying a state-of-the-art production, it aims to bring local and old-school musicians and repertories to the Pakistani urban youth while disseminating a positive image of Pakistan. This occurs in the context of the efforts of Pakistani entrepreneurs and artists towards their insertion into the global market while overcoming the country’s negative international reputation due to religious violence. This article analyses Coke Studio Pakistan under the lens of neo-liberal nationalism, characterizing it as a nation-branding effort that uses music to make a representation of Pakistan that complies with Coca-Cola’s corporate goals and with the agendas of a sector of Pakistani artists. A quantitative and network analysis of the show reveals which artists, genres, regions and cultural groups the show privileges or overlooks. A qualitative study of the show’s communicational strategy and of the discourses of its creators and sponsors complements the quantitative analysis. This article explores the complexities of a nationalist model of multicultural citizenship promoted by the private sector, including issues of cultural representation, corporate agendas, class relationships, responsiveness to audiences’ demands and international politics.