Franchising the Common Language - an Analysis of Coke Studio's Business Model

Coke Studio (CS), a known international music franchise, is growing with its strategy of melodic cultural synthesis by producing musical fusion and cross-cultural hybrids. This study examines how cultural fusion influences identity and revives old music genres, providing insights into CS's franchise model and its global impact. This discussion will help to comprehend the nature of cultural exchange, identity formation, and creating a shared language of music between nations. The research observes how CS is mainstreaming subculture music genres into popular culture discourses and converting this integration into a diverse but unified musical community. The study will include an assessment of digital platforms and the globalization of CS, focusing on its economic and business character. The research is qualitative, which will include content analysis to systematically examine the themes, cultural elements, and genres. Interviews and focus groups will provide an essential understanding of subjective experience of cultural fusion and its reception by diverse audiences. To understand CS’s business success as a cultural model, digital ethnography will be used to explore how CS operates in the online space. Concerning this, the study seeks to examine user comments, likes, shares, and social media trends to know how digital platforms contribute to CS’s triumph. This study expects to uncover new avenues of digital ethnography and present CS’s business model to the music industry through empirical evidence.