ITJ 6 (1) pp. 77–95 Intellect Limited 2022 Indian Theatre Journal Volume 6 Number 1 www.intellectbooks.com 77 © 2022 Intellect Ltd Article. English language. https://doi.org/10.1386/itj_00028_1 Received 26 February 2021; Accepted 27 June 2021 RODRIGO CHOCANO Pontificia Universidad Católica del Perú Outsourcing the nation? Musical collaboration, nation building and neo-liberal logics in Coke Studio Pakistan ABSTRACT Coke Studio Pakistan is a decade-long music reality show featuring collabora- tions between pop, classical and local folk musicians. Sponsored by Coca-Cola and displaying a state-of-the-art production, it aims to bring local and old-school musi- cians and repertories to the Pakistani urban youth while disseminating a positive image of Pakistan. This occurs in the context of the efforts of Pakistani entrepre- neurs and artists towards their insertion into the global market while overcoming the country’s negative international reputation due to religious violence. This arti- cle analyses Coke Studio Pakistan under the lens of neo-liberal nationalism, char- acterizing it as a nation-branding effort that uses music to make a representation of Pakistan that complies with Coca-Cola’s corporate goals and with the agendas of a sector of Pakistani artists. A quantitative and network analysis of the show reveals which artists, genres, regions and cultural groups the show privileges or overlooks. A qualitative study of the show’s communicational strategy and of the discourses of its creators and sponsors complements the quantitative analysis. This article explores the complexities of a nationalist model of multicultural citizen- ship promoted by the private sector, including issues of cultural representation, corporate agendas, class relationships, responsiveness to audiences’ demands and international politics. KEYWORDS Pakistan neo-liberalism nationalism music nation branding reality shows