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If you haven’t already seen this video, then you should probably watch it now. When not much is happening in the music world, it is always Coke Studio that brings something to the table. This time they have come up with an initiative that every corporate should probably consider.

In collaboration with the Deaf Reach Program, Coke Studio has created Coke Studio for the Deaf. The now viral video has definitely made many people cry at how beautifully it has been made, where Coke took 8 hearing impaired students to Bangkok, where they had created an experience specially for them: A smaller version of their studio, with technology that can help deaf people feel music.

Richard Geary, founder of the Deaf Reach Program, shared a behind the scenes moment with us. “At the end of the video, there is a shot where all 8 participants clink their coke bottles together. The shot is barely a few seconds long but it took us so long to get that shot. It’s really hard to get 8 deaf people to clink their glasses at the same time,” he added jokingly. The deaf participants agreed happily that they indeed had an amazing time, thanks to a sign language expert present at the launch of this video.

If you’re still confused about how this technology works, then that’s another reason for you to watch the video below:



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