Coke Connects With Canadian TV Music Fans

Drinks giant looks to woo Canadian teens with online song cover competition.

TORONTO – Coca-Cola is teaching Canadians teens to sing cover songs.

Looking for the next Justin Bieber or Maria Aragon, the global drinks giant has teamed with Canadian cable music channel MuchMusic to launch an online song cover competition.

The product placement deal, part of Coca-Cola’s teen-focused global campaign Coca-Cola Music, will see Canadian contestants record their own cover songs and post them online until April 17 for judging.

The six cover songs to be covered as part of the online competition includes Rihanna’s “Only Girl In The World,” Bedouin Soundclash’s “When The Night Feels My Song,” Metric’s “Gimmie Sympathy” and Taio Cruz’s “Break Your Heart.”

The winner after elimination stages will be crowned at the 2011 MuchMusic Video Awards in Toronto.

The nationwide talent call by Coca-Cola, backed by TV commercials, follows Canadian grade-schooler Maria Aragon last week sharing a Toronto concert stage with Lady Gaga after her cover of Gaga’s “Born This Way” became a YouTube sensation.