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Thanks to 'Coke Studio for the Deaf' hearing impaired persons in Pakistan feel the music
Can we imagine our life without music? Everyone of us enjoy music and songs, however, the choice of music varies from person to person. You need music for parties to warm it up, you want music when you are happy, sad, travelling, feeling lonely and even when you are getting bored. And in this way music plays a very vital role in your life.
But, did you ever imagine the lives of deaf people, who are deprived of this happiness in their life. Probably not, but Coke Studios have something special for the Pakistan's nine million people who suffer from some form of hearing loss.

Coke Studio, which features live studio-recorded music performances by various artists in Pakistan, has managed to have a good number of followers within the country, and even across the borders in India. It is sponsored by Coca Cola and focuses on fusion of diverse musical influences in Pakistan.

Now, with its ninth season underway, the Pakistani band 'Strings' has partnered with Deaf Reach Program to allow the hearing-impaired experience music through lights and vibrations. However, the idea is entirely new, but for many years repeated attempts were done to help deaf people to experience sound using lights and vibrations.

Coke Studio has designed a special sofa or couch embedded with hundreds of vibration engines and LED lights that are synced with the sound of the song being played, which is placed at the midst of the unique studio-like setup enabling the hearing impaired to feel and experience the music.

A grand LED installation is placed around the couch which provides synchronized mood lighting to elevate the experience visually. And a LED screen in front of the sofa displays the video playback.

The whole set up was designed in China, and was first tested in Bangkok. A group of eight students from Deaf Reach School were taken to Bangkok to experience the system. And this experiment turned out to be a success.

Rizwan U Khan, General Manager of Coca-Cola Pakistan, while talking about the event said in a statement, "Coca-Cola, because of its all-inclusive brand trait, revolves around bringing people together. It shrinks social barriers and encourages people to share their emotions and experiences. However, despite reaching the masses, an estimated nine million of our population have some form of hearing impairment, and have not experienced the magic of Coke Studio. We are really happy that we are now able to make them a part of this unique experience and keep them connected with other people who have been enjoying Coke Studio for the past 8 years," reported Quartz.

Richard Geary, Founder and Director of the Deaf Reach Programme in Pakistan called it an important milestone in the musical world.

"Our collaboration with Coke Studio reflects our approach towards opening new experiences for the Deaf Community and creating enabling opportunities for their inclusion and success. Coke Studio's new initiative will not only draw a circle to include those who are often marginalized, but serve to create more awareness and acceptance from the mainstream audience, helping them to better understand the challenges faced by those with a hearing impairment," said Geary.

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