Coca-Cola Future Legend: music is in the hands of those who listen to it

12 young talents ready to challenge each other in the first music battle in a can, flanked by 4 Coaches: Irama, Emis Killa, Annalisa and Charlie Charles. It will be the audience who will decide who will become the legend of tomorrow's music.

Milan, February 20, 2019 – Coca-Cola kicks off Future Legend, the first canned music battle that invites young people to dream, offering a unique opportunity to express their talent and giving their peers the opportunity to choose the music legends of tomorrow.

Pop, rap, soul, trap: music is constantly evolving. What genres, what songs, what singers will we listen to tomorrow? With this project, Coca-Cola promotes the discovery of young talents and offers the public, especially teenagers, the opportunity to decide the winner by voting for their favorite artists and their songs.

"For a company like ours, always ready to intercept new things, our gaze is constantly turned to the future. – says Viviana Manera, Marketing Manager Coca-Cola Italia – In this we are very similar to the young audience and with Future Legend we want to put the future of music in their hands, offering the opportunity to make their talent known and to make their voices heard, choosing what they want to hear tomorrow".

Leading the teams in the competition are 4 well-known artists from the Italian music scene and representatives of 4 different musical genres: Irama for pop, Emis Killa for rap, Annalisa for soul and Charlie Charles for trap.

After an initial application phase on the dedicated platform and a preliminary skimming entrusted to a selected jury, it was the vote of the public and a live audition in front of the Coaches to decree the names of the 12 talents who, divided into their respective 4 teams, are now ready to face each other in the music battle and win the title of Final Future Legend by Coca-Cola.

For the pop team led by Irama will compete Edoardo (Edoardo Brogi), Margot (Margherita Di Molfetta), Osso (Ossama Addahre); for the rap team of Emis Killa Blackknote (Marco Kikonde), Mathis (Mattia Paviera), True Skill (Michele Rossi); for the soul team of Annalisa Adriana (Adriana Lè), Eddie Brock (Edoardo Iaschi), Mikesueg (Michele Aliberti) and finally for the trap team of Charlie Charles Jbarton (Valerio Martinelli), Madblow (Daniele Monellini), Paul Noire (Paolo Passaretti).

"I don't participate in many projects, but I want to do what I do to the fullest. - says Coach Irama - In this I have seen creative and constructive elements and I hope to be a door for the talents of my team, a way to make myself known to as many people as possible, for those who deserve it and for those who really love music".

"I am excited to experience the path of a talent up close. If I can contribute even better." – says Emis Killa who, with respect to his role as Coach, has clear ideas: "I am 100% self-taught. I already know what to do or not to do. And I know what and how a young artist thinks who still has a long way to go."

Annalisa says she embraced her role for several reasons: "Because I like the idea of being able to transfer something of what I learned to someone who is in the same shoes as me a few years ago. Because I would like to emphasize that music is the purpose, not the fame: this can be a natural consequence of that."

"In the past I have already had experiences with students in a music school, but in that case I just had to tell myself and my story. – recalls Charlie Charles – Here it's something different: I have to take three young people by the hand and help them produce hits and break through. It's a new and exciting experience, also because I like to get involved and rediscover myself."

The project

The competition is structured in three different phases which, during the course of the year, will allow you to progressively select the artists who will go on the path, until the announcement of the final winner.

In all phases, the public will be able to listen to the songs in the competition thanks to the special Coca-Cola cans dedicated to the project that will be available from spring. The cans will show the face of the Coaches and will change over the course of the year, with a different look and graphics to collect. What will not change, however, is the mechanism of participation for the public: through the QR code on the cans, by entering the promotional code, you can listen exclusively to the unreleased songs of the Future Legends and choose the future of music by expressing your vote for your favorite artist or song.

During phase one, from March to May, the 12 competitors will be voted on the basis of the unpublished entries presented to the selections: only 8 will pass the round, two per team. In the second phase, from June to August, the Future Legends will face each other with new unreleased songs, recorded with the Coaches: only one member of each team will make it to the final phase, in which the 4 talents remaining in the competition will be voted by the public.

The Future Legends will have a recording studio where they can work on their songs and perfect their performances thanks to the advice of their Coaches. The Coke Studio, set up at the Massive Art in Milan, will be a lively location full of events that will be revealed during the project.

With Coca-Cola Future Legend, audiences will not only have the opportunity to vote for their favorite artists, but will also be able to access concerts and musical events, discover the behind-the-scenes or meet the Coaches. In addition, thanks to the bracelet on the 450ml bottles of Coca-Cola, it will be possible to have privileged access to concerts and get closer to the heart of live music. Another opportunity offered by Coca-Cola to experience music even more intensely and support your favorite artists up close. 

All updates relating to #FutureLegend can be followed on Coca-Cola's official channels, on the Coaches' social profiles and through Radio 105, partner of the operation.

• Coca-Cola website: https://www.coca-cola.it/it/future-legend/
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