Language, Music and Identity: Cultural Impact of Coke Studio

This anthropological linguistic study delves into the realm of music adaptations within Coke Studio Pakistan, focusing on the multifaceted scope of musical and performing arts presented through familiar and popular tunes, original compositions, and the revitalization of cultural heritage from lesser-known communities. By analyzing the adaptations of folk songs in Coke Studio Season 15, this research explores the integration of aural, visual, and spatial elements to construct a comprehensive artistic narrative with profound symbolic significance in today's contemporary world. Coke Studio's innovative musical approach has not only transcended national boundaries but has also established itself as a significant entity within the media landscape. By reimagining folk songs, the adaptations in Coke Studio serve as a modern reinterpretation of historical narratives and cultural legacies, bridging generational divides and providing a unique platform for the youth to connect with their heritage while anchoring them in the present socio-cultural milieu (Amaravathi, 2019). This research provides a comprehensive exploration of the intricate interplay between music, language, and cultural memory in shaping contemporary identities through the lens of anthropological linguistics. Coke Studio facilitates symbolic interaction through music, allowing for the negotiation of meaning and identity within a shared cultural framework (Farooq, 2021).