When Spotify launched in Pakistan at the start of 2021, we instantly encountered the presence of a fellow powerhouse in music and media: Coke Studio. Since the television show's premiere in 2008, it has become the longest-running music franchise in Pakistan. Coke Studio 's unique format features in-studio collaborations with both music legends and industry newcomers. And since Coke Studio was already a household name across the South Asian diaspora, both Spotify and Coca-Cola Pakistan (which produces the show) saw that partnering up for Season 14 had the potential to bring generations of Pakistani music to an even larger audience around the world. "While Coke Studio has been producing music for years, it presented a new vision for 2022, which matched Spotify's mission to unlock the massive potential of creators and music across Pakistan," said Khan FM, Head of Artist and Label Partnerships in Pakistan.