9 million people in Pakistan have some sort of hearing impairment. They can experience the rhythm of music through touch and sight, and the guys behind Coke Studio believed that music is a feeling everyone should experience. So they have teamed up with Deaf Reach Schools and Training Center to make history and developed a very unique and only of its kind of studio that is only meant for the deaf. Advanced technologies are being employed to create an environment for the deaf community allowing them to feel what it actually is like to hear music.They are calling it “Coke Studio for the Deaf”.
Coke Studio for the deaf enables people with little or no hearing ability to get the basic experience of music. At the heart of the unique studio-like setup enabling the hearing impaired to feel and experience the music from Coke Studio, is a special sofa or couch embedded with hundreds of vibration engines and LED lights that are synced with the sound of the song being played. A grand LED installation around the couch provides synchronized mood lighting to elevate the experience visually.
Finally an LED screen in front of the sofa displays the video playback, while the studio is propped with guitars on stands, a drum kit and a keyboard on a stand adding to the overall ambiance.
General Manager of Coca-Cola Pakistan, Rizwan U Khan said in a statement about the event:
“Coca-Cola, because of its all-inclusive brand trait, revolves around bringing people together. It shrinks social barriers and encourages people to share their emotions and experiences. However, despite reaching the masses, an estimated nine million of our population have some form of hearing impairment, and have not experienced the magic of Coke Studio. We are really happy that we are now able to make them a part of this unique experience and keep them connected with other people who have been enjoying Coke Studio for the past 8 years.”
With its ninth season underway, the current producers, Pakistani band Strings, partnered with the Deaf Reach program to allow the hearing-impaired experience music through lights and vibrations.
Watch the video below to see what type od studio coke has made fpr the deaf community of Pakistan.