Coke Studio Africa 2017 started off with a bang. Public appearances by the main international guest artist usually happen once the season has started airing but this year’s mega platinum star, singer, songwriter and dancer Jason Derulo was unveiled in front of hundreds of top media from East African on Monday 12th June 2017 at a Coke Studio Africa Nairobi press conference held at the Stanley Hotel. This was before an invite only short performance at the Carnivore grounds Nairobi on the 14th of June. He roused the crowd with his latest hit “Swalla” and other favorites such as “Wiggle”.
The international celebrity is currently in Kenya to feature as a guest star on Coke Studio Africa – 2017 and a special episode dubbed “The Global Fusion Edition.” Whether it’s cameos on Empire or Lethal Weapon, Jason Derulo has become embedded in the fabric of pop culture and proudly stands among history’s most successful artists. He has achieved two Recording Industry Association of America (RIAA) platinum albums, Jason Derulo (2010) and Talk Dirty (2014), two gold albums Future History (2011) and Everything Is 4 (2015), and a gold EP Tattoos (2013)—totalling over 12.5 million albums sold globally.
“Music has always been the heartbeat and soul of Africa, but the Internet, social media and creativity is taking artists from their communities and cities and allowing them to reach an audience across the continent which is being supported through initiatives such as Coke Studio Africa,” said Lucy Oduor Marketing Manager, Kenya- Coca-Cola CEWA.
Jason Derulo was joined by 11 talented African stars set to collaborate with him. They include Dela (Kenya), Rayvanny (Tanzania), Bebe Cool (Uganda), Mr. Bow (Mozambique), Falz (Nigeria), Joey B (Ghana), Betty G (Ethiopia), Jah Prayzah (Zimbabwe), Shekhinah (South Africa), Locko (Cameroon), Denise (Madagascar) and Producer DJ Maphorisa (South Africa).
Speaking exclusively on his Coke Studio Africa stint and his first time in East Africa at the press conference, Jason said, “Coke Studio Africa has been an all round inspiring and education experience, from recording original material to the covers. It’s really exciting to be here at this time when African music is taking over the world and I feel like I have been welcomed so well. Thank you to everyone who has helped made this process so amazing and comfortable – I really feel like I am home”. Derulo added: “The creative and music process has been very cool. I think a lot of people don’t really know about the depth of African music and how it varies from country in country here in Africa and it’s been really cool for me to dive into the sounds of different artistes from different countries here.”
"Big thank you to Jason Derulo for Coming through to Coke Studio. I have given him a Ghanian name – Kwesi. It means born on Sunday" – JoeyB pic.twitter.com/JFDEZE8mUT
— Coca-Cola Africa (@CocaColaAfrica) June 14, 2017
Two acclaimed African music producers: DJ Maphorisa (South Africa) Masterkraft (Nigeria) will be producing all the music of the Global Fusion Edition. All the music will be performed and recorded live alongside Coke Studio’s highly talented house band.
“Coke Studio Africa showcases Africa’s incredible music by combining different artists and genres to inspire a new generation of African music fans. With the expanded show, we aim to bring the continent alive through a fusion of music and culture that celebrates our diversity,” said Monali Shah, the Senior Content Excellence Manager for Coca-Cola Southern and East African Business Unit and Coke Studio Africa Project Director.
Derulo was ecstatic on the recording of Coke Studio’s Global Fusion Edition experience so far, saying, “I have already done a song with the taste of Africa in this process. We have made amazing music at Coke Studio and I think it will be magical and go beyond what the show intended. In the future I plan to continue with the African vibe,” adding, “I am in the space and it felt so natural like it was supposed to happen.”
Coke Studio Africa 2017 is expected to air from August in South and Central Africa markets and from September onwards in East and West Africa, in more than 30 countries across Africa.
Coke Studio Africa is a non-competitive music collaboration show, which seeks to bring together, and celebrate the diversity of African music and talent. It also gives upcoming artistes the opportunity to work with some of the best local and international music and production talent. It brings together artistes from different genres, eras and regions to create a modern and authentic African sound through musical fusion.