Karachi, Spotify and Coke Studio Pakistan have announced their continued collaboration for the upcoming Season 15 of Coke Studio, aimed at promoting Pakistani music and artists globally. The partnership, now in its second year, features a new collection of tracks and specially curated playlists available on Spotify's in-app Coke Studio destination, launched on April 14.

According to Spotify, the new season was inaugurated with a vibrant showcase of talent and a diverse array of tracks, celebrating Pakistan's rich musical heritage. Spotify's Artist and Label Partnerships Manager for Pakistan, Sri Lanka, and Bangladesh, Khan FM, emphasized the success of the initiative, noting the creation of a unique destination within the Spotify app that brings Pakistani music to its more than 600 million active users worldwide.

The ongoing partnership, which began last season, has already seen significant success. Season 14's collaboration brought in an unprecedented 430 million streams across its 13 tracks, marking a major increase compared to the 15 million streams combined for the prior two seasons. This growth highlights the potent synergy between Spotify and Coke Studio Pakistan.

The collaboration has also led to global recognition for Pakistani music, with the track "Pasoori" from Season 14 amassing over 330 million streams and becoming the top Pakistani song on Spotify. It has been added to more than 3 million playlists globally and is most popular in India, the United States, the United Kingdom, Pakistan, and Canada.

Zeeshan Sikander, Senior Coke Studio and EPICS Manager for Eurasia and Middle East, expressed enthusiasm for the continued partnership, emphasizing the universal appeal of the initiative that connects Pakistani music and culture with a worldwide audience through Spotify.