In November 2024, Ela Taubert won the Latin Grammy for Best New Artist. She was 24 years old, had built her career from a bedroom during the pandemic uploading covers on TikTok without showing her face, and had just performed for Joe Jonas live at the most important ceremony in Latin music. A few months later, Coca-Cola chose her as the Colombian face of Coke Studio for 2025.
Coke Studio is Coca-Cola’s global music platform: a strategic bet to connect with Generation Z through exclusive musical content, live experiences, and close artist access. In Colombia, Ela Taubert was the chosen artist to headline that proposition in 2025.
The collaboration included the launch of exclusive content around her song ‘POV,’ behind-the-scenes streaming from her performance at the Estereo Picnic Festival from multiple angles, and a Meet & Greet experience on March 30 during the festival where 15 fans selected through a social media contest got to meet the artist.
Ela Taubert represents exactly what Coca-Cola looks for in a cultural partnership: authenticity, emotional connection, and credibility with young audiences. By partnering with Ela at the exact moment of her breakthrough, the brand didn’t just gain visibility. It gained credibility with an audience that can spot inauthenticity from miles away. Coca-Cola wasn’t at Estereo Picnic with just a logo. It was there as the enabler of an experience fans won’t forget: the chance to meet their favorite artist.
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