Coke Studio Pakistan has announced the launch of Nu.WAV, a new music platform designed to give artists, producers and storytellers greater creative freedom while building communities around their work. The platform was unveiled on Coke Studio Pakistan’s Instagram, with the project created by award-winning filmmaker and director Kamal Khan.
Unlike the traditional Coke Studio format, Nu.WAV aims to bring together talent from music, design, visual storytelling and film, creating space for creators to experiment with independent sounds, ideas and forms of expression.
Describing itself as the “sound of the people”, Nu.WAV is positioned as a platform where artists can develop their own creative worlds rather than work within the established Coke Studio format.
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Speaking about the initiative, Coke Studio General Manager Sami Wahid said the platform was a natural extension of the cultural space Coke Studio has built over the years. “For nearly two decades, Coke Studio has evolved into far more than a music platform,” he said.
Wahid noted that across 15 seasons and nearly 350 musical releases, the platform had become a significant expression of Pakistan’s cultural identity.
He added that Coke Studio had carried Pakistani music and stories to audiences in more than 180 countries, while also providing emerging artists with opportunities to find their voice and contributing to the country’s creative economy.
Nu.WAV seeks to build on that legacy while reflecting how a new generation of artists creates and shares music.
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Nu.WAV’s inaugural edition is expected to feature six songs — Maheya, Dil, Rangeen, Qasam, Shabnam and Ae Deewan-e-Dil — with each track offering a different perspective on Pakistani identity and creative ambition.
At the listening party, Coke Studio brought together a diverse lineup of artists, including Asim Azhar, Hasan Raheem, Young Stunners, Shae Gill, Maanu, Rovalio, Ali Soomro, Zoha Waseem and Abdullah Kasumbi, among others.
The gathering also reflected the platform’s wider focus on collaboration across Pakistan’s creative industries.
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Wahid highlighted Nu.WAV’s focus on a generation of creators who have grown up producing and sharing their work independently. “These are people who grew up making music in bedrooms and putting it out themselves. The platform had to reflect that,” he said.
Rather than imposing a single creative direction on the artists, the platform aims to give them the freedom to shape their own work and define the worlds surrounding their music. “My job was to bring the right people into the room, let them do what they do, and then get out of the way. Each song has its own world because each artist does,” he added.
With Nu.WAV, Coke Studio Pakistan appears to be expanding its role beyond a single music series and creating a broader space for the country’s creative community to experiment, collaborate and tell stories on its own terms. The platform’s first edition could mark a shift towards a more open-ended approach to how Pakistani music and visual culture are presented.
