Seen+Noted: BINI, Peking Duk, Kita Alexander and Drax Project come together for Coke Studio’s biggest cross-regional music drop

Coke Studio has capped off one of its most ambitious APAC music rollouts to date, unveiling ‘Oxygen Around U’ – a cross-regional single created through months of fan-driven storytelling, surprise releases and live pop-up performances across Auckland, Melbourne and Manila.

 

The November 12 launch of ‘Oxygen Around U’ marked the culmination of a sprawling music treasure hunt that kept fans decoding clues, tracking cameos and anticipating what the globally celebrated music platform from Coca-Cola would reveal next.

From the beginning, the experience was designed as a slow-burn journey. Each clue discovered, each surprise release watched, and each unexpected live performance experienced led fans toward the final reveal: ‘Oxygen Around U’, an original collaboration between five unexpected artists.

Led by billion-streamer BINI – the eight-piece Filipino girl group with over 17 million combined followers – the track also features ARIA Award-winning hitmakers Peking Duk (best known for their anthem “High”), chart-topping singer-songwriter Kita Alexander (fresh off touring with Dua Lipa), multi-platinum Kiwi band Drax Project (who have toured Europe with Christina Aguilera and Camila Cabello), and the Orchestra of the Filipino Youth.

The track’s release marks the finale of a months-long narrative unfolding across the ASEAN and South Pacific regions, brought to life with the support of Open X and Universal Music Group for Brands’ BRING agency.

The official music video is packed with hidden easter eggs and blink-and-you’ll-miss-them artist cameos that hinted at the collaboration’s eventual scope.

Each artist along the journey released their own version of the Coke Studio track in different forms. The story began in August with ‘OXYGEN’, a collaboration between BINI and the Orchestra of the Filipino Youth that quickly went viral – now surpassing 16 million views on YouTube. Fans immediately began hunting for clues rumoured to be hidden throughout the music video.

Fans soon realised they were witnessing one piece of a much bigger puzzle. Emerging artists across the region shared their own versions on TikTok including the likes of Bella Mackenzie, who dropped a heartfelt country uncover, and Matthew Ifield, who delivered a special, dream-like uncover.  This created a groundswell of anticipation ahead of the Coke Studio Australia & New Zealand song drop, with hungry fans eager to hear how Peking Duk, Kita Alexander, and Drax Project would interpret the song in their own unique style.

The second major instalment, ‘Around U’, rolled out through surprise live experiences across Australia and New Zealand. Peking Duk premiered their version in a Newcastle pizza shop; Kita Alexander performed hers during an intimate pop-up at a Northern Beaches surf store; and Drax Project revealed their interpretation to a packed crowd at a Christchurch McDonald’s – the first time a live music performance had ever happened in one of the restaurant’s outlets.

By the time ‘Around U’ officially dropped in October, regional excitement had reached a peak. The track has since surpassed 3.6 million views and earned nationwide radio play – setting the stage for the final, full collaboration unveiled this month.

Tin Le Trung, Coca-Cola Trademark Lead for ASEAN & South Pacific said: “This year, we’ve turned up the volume on Coke Studio with a connected song spanning across the region. At Coca-Cola, we love how music brings people together and uplifts them, and this campaign truly underscored how we put our fans at the center of every moment. From hidden clues to unexpected performances, ‘Oyxgen Around U’ is a celebration of connection, collaboration, and the joy of discovery through the common language of music.”

Nikhil Panjwani, Executive Creative Director from OpenX said: “The final cross-regional collaboration track is a punctuation to a carefully planned rollout for Coke Studio around the region. The music video has been designed from the ground up to celebrate the superfans who have uncovered the hidden clues and shows the artist worlds unexpectedly connected through portals. The space between these artist worlds, brought to life through magical animation is a celebration of online music fandom, and we’ve taken a visual-first approach to the final track to create impact, uplift, and of course stop the thumb.”

Brooke Pilton, General Manager Partnerships at BRING – Universal Music For Brands said: “Seeing fan reactions to this campaign has been truly mind-blowing. We’ve tried to keep them guessing at every touchpoint, from hidden messages and music videos that share connected worlds, to unexpected ways in which the song has been shared; both in real life and online. When you truly understand fan culture and tap into their behavioural needs, we truly believe brands can have a voice. We’re thrilled to be deepening our strategic collaboration with OpenX this year and further expand our role across the region.”

Coke Studio is now approaching its tenth year in the Philippines, and 2025 marked a second year for the platform across AU/NZ, which previously worked with Tones & I, Young Franco, and CHAII. The Coca-Cola campaign represents a genuine collaboration between OpenX and BRING: Universal Music For Brands, showcasing the newly formed strategic partnership between WPP and Universal Music Group.

The music video to the track was crafted and animated by Robot Fights Monster, with Directors Haein & Paul embracing the creative challenge of imagining the artists’ worlds connecting. The two original music videos were produced by Collider and directed by Raghav Rampal.

Created by WPP Open X

Ogilvy – Creative
Ogilvy PR – PR and influencer
BRING – Universal Music for Brands – Music Creative
WPP Media – Media
VML – Experiential
Hogarth – Production
Collider – Music Video Production (Around U / Oxygen)
Robot FIghts Monster – Music Video Production (Oxygen Around U)

 

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