Coca-Cola North America has now opened its new website, cokemusic.com. The site’s features include streaming radio, music demo creation, music downloads and personalized V-ego avatar characters.
It also features ‘the launch pad’, a section of the website that will introduce eight up-and-coming artists each month. It provides audio and video files on the featured artists as well as short biographies. The artists are picked and promoted by Coca-Cola and America Online Music.
Coca-Cola’s new radio station, Coke FM, will back up the launch pad section, playing music from the new artists as well as more popular chart hits.
Essentially V-egos are the computerized customers who are using the website. As a customer registers their details on the site, they will also personalize their own V-ego, choosing their features, such as skin color, hair and clothes. Once a V-ego has been created, it can walk around ‘Coke Studios’, dance and interact with others, and its creator can sample music demos.
Demos can be created using the sounds of drums and other instruments found on the site. The site also provides a selection of sounds, screensavers and wallpapers to download for free.
StudioCom, an interactive agency, assisted in the production of Coca-Cola’s new venture.