ABSTRACT
This research study assesses the significance of music as a cultural component of society. Coke Studio in Pakistan is producing and releases music that has traditional and modern appeals for people of all ages. The study implies the theory of cultivation and musical communication as a conceptual framework to analyze the role of Coke Studio Music in trans-culturalism. The methodology of research is based on data collection through a cross-sectional survey employing a structured questionnaire. Data from the university students was collected through random sampling technique. The results show that Coke Studio is introducing genres with ancient roots. It is presenting classical and historic traditions through a transfusion of modern elements which is appealing to youth. Respondents are said to believe that Coke Studio is producing new sounds and enriching Pakistani traditional music by merging it with modern music, including eastern classical, Folk, Qawwalii, Bhangra, Sufi, contemporary Hip Pop, Rock and Pop music.
