ITV

Category: Music and Youth

  • Hungama Digital Media & Bhamla Foundation launch star-studded Bhoomi Namaskar anthem

    Hungama Digital Media & Bhamla Foundation launch star-studded Bhoomi Namaskar anthem

    Mumbai: Hungama Digital Media and Bhamla Foundation announced the launch of the highly anticipated ‘Bhoomi Namaskar’ anthem at today’s exclusive press conference. The event was graced by a distinguished lineup of guests, including Asif Bhamla- president of the Bhamla Foundation, Neeraj Roy- founder and Hungama Digital Media. Other notable personalities joining in are- R Balki, Shaan, Prasoon Joshi, Bhumi Pednekar, Shankar Mahadevan, Sheykhar Ravjiani, Shiamak Davar and Neeti Mohan.

    The ‘Bhoomi Namaskar’ anthem is a heartfelt initiative to raise awareness about environmental conservation and the critical importance of sustainable living. This inspiring song unites some of the industry’s most talented and respected figures, each contributing their voices and creative energies to champion this noble cause. The song’s lyrics talk about living in harmony with nature, the need to protect the environment, and the benefits of sustainable living. Its music, influenced by different styles, shows that caring for the environment is important to everyone around the world. By bringing together famous people, the ‘Bhoomi Namaskar’ anthem not only shows how important it is to take care of the Earth but also encourages people to make positive changes in their own lives.

    Hungama Digital Media founder & MD Neeraj Roy said, “The Bhoomi Namaskar campaign underscores the critical role of ecosystem restoration in mitigating the adverse effects of climate change. It aims to raise awareness and inspire both individual and collective efforts to preserve and restore natural habitats. Partnering with Bhamla Foundation aligns with our commitment to environmental conservation and sustainable living.”

    Speaking about the initiative, Bhamla Foundation president Asif Bhamla said, “The ‘Bhoomi Namaskar’ anthem is a powerful initiative that aligns with our mission to promote environmental sustainability and awareness. Witnessing such remarkable talent come together to inspire action through music is uplifting. We believe this anthem will have a substantial influence on play educating and motivating individuals to contribute positively to our planet’s well-being.  planet. We are happy to associate with Hungama once again.”

    Godrej Industries Group vice president & head of corporate brand & communications  Sujit Patil said, “At Godrej Industries, environmental responsibility isn’t just a slogan; it’s a core value that guides our actions. We implement various green initiatives across our businesses – from promoting sustainable product design to minimizing our carbon footprint across offices and manufacturing locations. Through our partnership with the Bhamla Foundation’s #BhoomiNamaskar campaign, we aim to raise awareness and inspire action towards environmental restoration. This anthem exemplifies the power of creative expression to address this important issue. More than just entertainment, it is a powerful call to action for all of us to rise and become the saviour our planet needs today. We need a generation of conscious citizens who understand the importance of protecting our land. We urge everyone to act towards a greener future – it starts with us.”

  • “The mainstream sounds of tomorrow are the subculture of today”: Akhila Shankar

    “The mainstream sounds of tomorrow are the subculture of today”: Akhila Shankar

    Mumbai: TuneCore Grant, which is a leading independent development partner for self-releasing artists to build audiences and careers.

    Recently, they have completed its third edition of the TuneCore Grant program for South India. The latest edition provided endowments of Rs 100,000 each to four independent artists who perform in Tamil, Telugu, Kannada, and Malayalam respectively.

    Artists can enter by submitting a single to be judged by a panel of industry experts consisting of Sam C.S (music composer), Ghibran (music composer), Neha Nair (singer/songwriter) and Padmanaban N.S. (Head of Artist and Label Partnerships).

    Indiantelevision.com reached out to Akhila Shankar, Head of TuneCore, South Asia. During the conversation, Shankar delved more on their Tunecore Grant program, rise of independent music and more….

    Edited excerpts

    On TuneCore providing opportunities for artists from tier 3 and 4 markets, particularly in South India, through initiatives like the TuneCore Grant program

    When it comes to TuneCore’s larger mission of serving local artists and labels in the early stages of their development, localisation is key. TuneCore is the only global distributor to offer local pricing in Rs, and also happens to be one of the most affordable distribution plans in the market that allows artists to keep 100% of their rights. We are deeply committed to building programs like the TuneCore Grant that aid the growth of the industry and help artists overcome obstacles early in their careers. The Grant offers financial aid of Rs 100,000 to independent artists from India to help support their career growth. This year’s Grant was the largest one yet, with winners spanning four languages—Oliver Kim (Singer-songwriter, Kannada), Sumedh K (Singer-songwriter, Kannada), Oorali (Folk-rock, Tamil), Gowwli (Folk-rock, Multi-lingual)—each taking home Rs 100,000. In addition to financially supporting the winners, the Grant also encourages more artists to release music in their native languages. TuneCore saw a 11% increase in the number of releases in the 4 major South languages during the Grant, with Malayalam and Kannada seeing the highest growth.

    On your grand plans to support and promote their music careers of the winners of the TuneCore Grant program

    The Grant itself is designed to help grow the careers of the winning artists. Current and past winners have found unique ways of utilizing the Grant funds; some have invested in better equipment that helps them make better music, some used the fund to make music videos that  helped them expand their fanbase, and some leveraged the Grant money to record and promote new music. The Grant is the first step in a longer commitment to helping artists stay independent and grow in their careers. We’ve worked to create tools and opportunities for our artists through technology, like TuneCore Accelerator, a suite of tools that help artists find new audiences and propel fan discovery at each phase of development. On average, TuneCore artists who have opted into TuneCore Accelerator have seen their streams increase by over 30%. Locally, we also curate playlists like New Music Friday, TuneCore Next, TuneCore Roots and more where we spotlight our artist community, and partner with music festivals to provide live performance opportunities for independent TuneCore artists.

    On the growing popularity of independent music and TuneCore’s future in relation to other mainstream genres

    The mainstream sounds of tomorrow are the subculture of today. We’ve seen genres like electronic music and hip-hop grow as niche communities before they find their way into the mainstream. In that sense, the trends we see with independent music are a bit of a crystal ball to gaze into the future. In recent years, we’ve seen an incredible uptick in regional language content. This is not unique to music but part of a larger trend where Indian content is finding crossover audiences within the nation and abroad. OTT media services like Netflix have definitely played a role in this. As Indian audiences widen their musical palette across languages, our role is to help artists make better music, be better known and in general make their lives easier so they can do what they do best: focus on making great music. All of our programs and partnerships are geared towards this goal. Our recent partnership with PreSonus gives our artists the ability to distribute their music without leaving the Studio One DAW. Accelerator then helps them find new fans and grow their audiences. TuneCore no longer is just a digital distributor for independent artists, but a development partner helping artists build sustainable careers and shape the future of the music industry at large.

  • “Kalamkaar serves as a launchpad for upcoming artists by providing them with the right resources”: Ankit Khanna

    “Kalamkaar serves as a launchpad for upcoming artists by providing them with the right resources”: Ankit Khanna

    Mumbai: Kalamkaar – India’s premier boutique Hip-Hop Music Label. It has been a pioneering force in the Indian Hip Hop industry and is a proud member of the AK Projekts family. They are the exclusive home to exceptional artists like Raftaar, KR$NA, Deep Kalsi, Yunan etc.

    Kalamkaar is dedicated to nurturing artists from various musical genres, ensuring that their unique voices are heard and appreciated. From indie rock and folk to electronic and experimental music, Kalamkaar Indie is committed to promoting a broad spectrum of musical expressions. This initiative not only broadens our artistic horizons but also offers music lovers an exciting array of sounds and styles to explore.

    Indiantelevision.com caught up with Kalamkaar Music founder & CEO, AK Projekts & co-founder Ankit Khanna where he delved more into the evolving landscape of music.

    Edited excerpts

    On the inspiration to launch a record label, especially in a niche like hip hop

    The inspiration behind launching Kalamkaar Music stemmed from a desire to create a platform that not only celebrated the culture of hip hop but also provided a nurturing environment for emerging talent to thrive. Hip hop has always been a medium for self-expression and storytelling, and we saw an opportunity to contribute to the genre’s growth in India by establishing a label that truly understands and resonates with the artists and their craft.

    On the evolving music landscape in India, particularly for hip hop artists and Kalamkaar Music contributing to the scene

    Kalamkaar Music plays a pivotal role in shaping the landscape of Indian hip hop by providing a platform for artists to showcase their authentic voice. At the heart of Kalamkaar’s mission lies a deep-seated commitment to nurturing talent and providing artists with the support they need to thrive. Through initiatives like Mic Check and Takeoff Thursdays, Kalamkaar actively seeks out undiscovered talent, regardless of their background or genre. The label’s inclusive approach to artist management has paved the way for the rise of stars like Deep Kalsi, KR$NA, Karma, and Yunan, whose impressive growth in followers and streaming numbers attest to the label’s success.

    On receptive audiences have in India been to hip hop music, and its change over the years

    The reception to hip hop music in India has undergone a remarkable transformation over the years. Initially perceived as a niche genre, it has now grown into a cultural phenomenon, capturing the imagination of audiences across the country. Movies like Gully Boy and shows like MTV Hustle were instrumental in making this genre mainstream. Hip hop’s rise in popularity can be attributed to its authenticity, relatability, and ability to resonate with the youth. As more artists emerge and push the boundaries of the genre, we’ve seen a growing acceptance and appreciation for hip hop music in mainstream culture.

    On elaborating on your role at Kalamkaar and how it aligns with your broader vision for the company

    At Kalamkaar, my role is to oversee the strategic direction and creative vision of the brand, ensuring that we stay true to our mission of nurturing talent and driving innovation in the industry. I work closely with our team to identify emerging trends, forge strategic partnerships, and explore new avenues for growth. By aligning our efforts with the broader vision of Kalamkaar Music, we produce content that resonates with audiences and propel the label forward.

    On Kalamkaar serving as a launchpad for upcoming artists, and how do you support their growth and development

    Kalamkaar serves as a launchpad for upcoming artists by providing them with the right resources, support, and guidance they need to succeed in the industry. Through initiatives like Mic Check and Takeoff Thursdays, we actively scout for talent and provide artists with opportunities to showcase their skills and connect with audiences. We offer comprehensive artist management services, including marketing, promotion, and distribution, to help artists navigate the complexities of the music industry and achieve their full potential.

    Kalamkaar’s dedication to artist empowerment is evident in their remarkable growth metrics. Over the past year, the label has amassed over 540 million streams, with artist streaming growth reaching an impressive 70 per cent. Additionally, our commitment to cultivating a strong online presence has resulted in substantial follower growth on Spotify, with standout artists experiencing exponential increases: Deep (+99.8 per cent), Archit (+1187.1 per cent), and Yunan (+71.8 per cent). These numbers will give you a perspective on the growth on their growth graph over time.

    On the future plans and aspirations you have for Kalamkaar Music and envisioning its growth and impact in the coming years

    Looking ahead, our aspirations for Kalamkaar Music are ambitious yet rooted in our core values of innovation, collaboration, and artist empowerment. We envision expanding into new genres and exploring innovative ways to engage with audiences through technology and multimedia experiences. In the evolving landscape of entertainment and entrepreneurship, we stand at the forefront of innovation, leveraging technology and creativity to drive progress.By staying agile and responsive to the evolving needs of artists and audiences alike, we aim to solidify our position as a leader in the industry and make a lasting impact on the music landscape in India and beyond like Kalamkar Indie which is not another label but a small initiative.

  • Varun Jain & Hansika Pareek collaborate on Ho Jaane Do

    Varun Jain & Hansika Pareek collaborate on Ho Jaane Do

    Mumbai: We have an ultimate bridal entry song for you. When your love stands in front of you at every turn of life, at different ages, in different emotions, life says let such love happen…when your destination becomes their destination too, when your path becomes their journey too, as many steps as you take, someone else is also ready to walk with you… let such love happen… every moment spent in a beautiful relationship ‘Ho Jaane Do’, the latest song from the incredible trio – Hansika Pareek, Varun Jain, and JUNO in collaboration with Artiste First, is like a warm hug for your heart, a reminder of love’s everlasting magic.

    The heartfelt video featuring Princy Khatiwada & Puneet Bhatia shows the walk down memory lane and all the emotions a bride goes to when her love stands in front of her and all the memories and emotions spent with that one person flashes back in that moment. In a world where hearts ache for love’s embrace, this is a song that will whisper straight to the soul.

    Set against the backdrop of heartfelt emotions and warm melodies, “Ho Jaane Do” tells the timeless tale of love surpassing all boundaries. Each melody invites listeners into a world where love serves as a steadfast companion, navigating through the highs and lows of life. It’s a journey where age, time, and emotions dissolve in the face of enduring affection. With every note, the song paints a vivid picture of a bond where love shines brightest, illuminating even the darkest of paths.

    Varun Jain, the mastermind behind the composition, shared, “Creating the music for ‘Ho Jaane Do’ was a deeply enriching experience. We wanted the melody to reflect the timeless nature of love, and I believe we’ve achieved that. Each chord, each arrangement, is crafted to evoke emotions that linger long after the song has ended. It’s a melody that transcends boundaries, echoing the universal language of love.”

    Hansika Pareek added, “When I first heard the lyrics of ‘Ho Jaane Do,’ I was immediately captivated by its portrayal of love. It’s a song that speaks to the heart and resonates with anyone who has ever experienced the magic of true love. Through every verse, it felt like unravelling the pages of a timeless love story. Each line resonated with me deeply, evoking memories of cherished moments and emotions that linger in the soul.”

    Juno added, “As a lyricist, my aim is always to weave emotions into words. ‘Ho Jaane Do’ allowed me to delve into the depths of love and portray its various shades. It’s a song that celebrates the beauty of companionship and the joy of finding love in unexpected places. Each line is a reflection of the intricate emotions that accompany love’s journey.”

    Artiste First co-founder Rohit Sobti shared,”At Artiste First, we firmly believe that the collaboration between Hansika, Varun, and Juno in ‘Ho Jaane Do’ is a testament to the transformative power of music. It’s a narrative that speaks to the depths of the human soul. This synergy of talent showcases the remarkable ability of music to evoke raw emotions and forge intimate connections with audiences.”

  • Balancing Artistic Vision and Commercial Viability in the World of Music

    Balancing Artistic Vision and Commercial Viability in the World of Music

    In today’s music industry, finding the right balance between artistic expression and commercial viability is crucial. Having been deeply involved in this world for quite some time, I’ve come to understand just how intricate this balance can be.

    At its core, the industry thrives on the creativity and passion of artists. These individuals pour their hearts and souls into their music, shaping trends and captivating audiences with their unique voices. However, amidst the vast array of talent, identifying the right artist whose vision aligns with our label’s values can often feel like searching for a needle in a haystack.

    Once we’ve discovered an artist whose work resonates with us, the next hurdle is ensuring that their vision translates into commercial success. This can be a daunting task, especially in an era where audience preferences are constantly evolving, and technology is reshaping how music is consumed.

    One common challenge is the temptation to chase after trends in hopes of achieving commercial success. While this approach may yield short-term gains, it often comes at the expense of the artist’s authenticity and long-term sustainability. True staying power lies in creating music that speaks to the artist’s truth and connects with audiences on a deeper level.

    So, how do we strike a balance between art and commerce? One approach is to prioritise authenticity above all else. By staying true to the artist’s vision and resisting the pressure to conform to industry trends, we can create music that stands out and resonates with listeners.

    Collaboration also plays a vital role in achieving this balance. By working closely with artists, producers, and industry professionals who share our commitment to authenticity, we can leverage our collective strengths to create music that is both artistically compelling and commercially viable. Together, we can reach new audiences and expand the boundaries of creativity.

    Furthermore, it’s essential to keep a close eye on technological advancements. While digital platforms have democratised access to music and opened up new avenues for distribution and promotion, they have also raised ethical concerns around copyright, data privacy, and fair compensation for artists. Navigating these complexities requires a thoughtful and ethical approach to technology use.

    Another aspect of finding balance is understanding the audience. What resonates with them? What do they connect with on a visceral level? By tapping into these insights, we can tailor our artistic endeavours to strike a chord with listeners while staying true to our creative vision.

    Moreover, diversifying revenue streams can help mitigate the pressures of commercial success. While traditional album sales and streaming royalties remain important sources of income, exploring opportunities such as licensing, merchandising, and live performances can provide additional revenue streams and enhance the artist’s brand.

    Ultimately, achieving balance in the music industry is an ongoing journey that requires adaptability, creativity, and a deep understanding of both art and commerce. It’s about staying true to our values while embracing innovation and change. By doing so, we not only ensure our own success but also contribute to the richness and diversity of the music industry as a whole.

    In conclusion, finding the right balance between artistic expression and commercial viability is essential for the long-term sustainability of the music industry. By prioritizing authenticity, fostering collaboration, embracing technology responsibly, understanding the audience, and diversifying revenue streams, we can navigate the complexities of the industry and create music that resonates with audiences while staying true to our artistic vision.

    The author of this article is Adyah Music Label co-founder Om Singh. 

  • A deep dive into ‘Crew’ music duo Akshay & IP’s musical journey

    A deep dive into ‘Crew’ music duo Akshay & IP’s musical journey

    Mumbai: With the latest Bollywood sensation “Crew,” music duo Akshay & IP have hit the spotlight with their debut as a duo on a feature film. Crafting tunes together since their band days in Delhi, their journey led them back to each other in Bombay, where they reignited their passion for creating commercial music.

    Akshay Raheja’s music production credits include hits like “Ranjha,” apart from other films like Gully Boy, Kesari, Phillauri among others. At the same time, IP Singh has worked as a lyricist/singer on various Bollywood releases like Jehda Nasha (Action Hero), Chandigarh Kare Aashiqui, Disco Balma and Nadiyon Paar. He has also closely worked in collaboration with Grammy Award Winner Ricky Kej as well as with the legendary Lucky.

    From reimagining classic Bollywood hits like “Choli Ke Peeche Kya Hai” and “Sona Kitna Sona Reimagined”, to paving the way for fresh sounds in Indian cinema, their collaboration promises a vibrant future in the music industry.

    Indiantelevision.com in conversation music duo Akshay & IP delved into their unique musical journeys, their early struggle phase, on songs nowadays having only lesser verses and much more…

    Edited Excerpts:

    On each of your unique musical journeys

    IP: We’ve been crafting tunes together since our band days back in Delhi in 2008. After a bit of a detour, we reunited in Bombay around 2017-18 and decided to dive back into making music together. It’s always been a blast creating music as a duo.

    Akshay: Our musical journey began way back in school and college, where we both discovered our love for music. After meeting in college, we formed a bond and started making music together in Delhi for about 4 to 4.5 years. Eventually, we pursued our individual paths, but fate brought us back together in Bombay around seven or eight years ago. That’s when we decided to team up again, this time with a focus on commercial music.

    On your early struggle phase and the turning point of your lives

    IP: Our journey hasn’t really felt like a struggle. We were fortunate to have unwavering support from our families and friends. While we faced the usual challenges of honing our skills and dealing with setbacks, we never felt alone in our pursuit. Moving to Bombay and immersing ourselves in the music scene there marked a significant turning point in our lives.

    Akshay: Our move to Bombay wasn’t so much a struggle as it was an exciting adventure. With our background in music since school, we had strong support from our families. We formed bands, performed in colleges, and even toured. Personally, I had previous experience working in an advertising agency for about 4.5 years, which paved the way for our transition to Bombay. While rejection is part of the game in commercial music, we were more excited than daunted by the prospect of exploring new opportunities in the city.

    On your collaboration as a duo for the first time on a Bollywood feature film like “Crew”

    IP: Our musical paths crossed again thanks to a connection Akshay had with Rhea. It felt like the perfect opportunity to team up again, and we dove into it wholeheartedly.

    Akshay: Patience is key when navigating the music scene in Bombay, but the city rewards perseverance. Before our involvement in “Crew,” we were already collaborating on various projects, including music for OTT platforms and brands. Thanks to our ongoing connection with Rhea, who appreciated our music, we got the opportunity to work on “Crew” and create some memorable tunes for the film.

    On navigating the balance between maintaining originality and reinventing classic Bollywood songs

    IP: We approach reimagining classic tunes with great care, striving to maintain their essence while adding our own unique twist. It’s all about finding that balance between staying true to the original and infusing it with our creativity and passion.

    Akshay: Our gratitude to Rhea knows no bounds for entrusting us with four songs in our debut film “Crew.” We’ve always had a deep respect for classic songs, and it reflects in our approach to reimagining them. While we strive to maintain the essence and integrity of the originals, we also infuse them with our unique touch, as entrusted by producers like Rhea. Take “Choli,” for example, where we retained the original vocals to preserve its nostalgic charm.

    On songs nowadays having only one or two verses, unlike older songs that have multiple verses

    IP: With the fast pace of modern life, people’s attention spans have shortened. Additionally, there’s a staggering amount of music being released each year. As a result, songs are becoming shorter and more concise to capture listeners’ interest in a shorter timeframe.

    Akshay: Nowadays, with shorter attention spans and the abundance of content available, music has adapted to fit into bite-sized formats. Even though songs may seem shorter, there’s often a longer version available on streaming platforms. Whether it’s for films or brands, creating content that resonates with audiences in a shorter timeframe is essential in today’s fast-paced world.

    On your experiences working on brand campaigns versus film projects

    IP: Brand campaigns are a blast! They teach us to be concise and understand the needs of both the director and the brand. There’s also the added perk of good compensation. Personally, we don’t see much of a distinction between working on brand campaigns, film projects, or our own original music. It’s all about pouring our hearts and souls into the music, regardless of the project.

    Akshay: Working on brand campaigns and film projects both have their unique challenges and rewards. While films offer a set narrative, brand campaigns often involve more collaborative creativity. Despite their differences, we approach both with enthusiasm and dedication, knowing that our music plays a crucial role in storytelling and brand messaging.

    On seeing the future of music in Indian cinema evolving

    IP: Music in Indian cinema is already evolving rapidly. The lines between indie and mainstream Bollywood music are blurring, and quality music finds its place in films regardless of its origin. As visual spaces continue to be explored, we anticipate more exciting sonic landscapes emerging in Indian cinema.

    Akshay: The future of music in Indian cinema looks promising, with an increasing acceptance of fresh talent and indie music. Thanks to platforms like OTT and social media, independent artists have greater visibility and are getting the recognition they deserve. Directors are also exploring new sounds and styles, leading to a more diverse and exciting music landscape in Indian cinema.

    On any upcoming projects or collaborations that you’re particularly excited about

    IP: We’ve got some exciting projects in the pipeline, including a few films and discussions about potential OTT shows. We’re also eager to dive into working on our next album. The outpouring of love we’ve received since our last project has been incredible, and we’re thrilled to collaborate with new partners and create fresh, innovative music.

    Akshay: We have several exciting projects in the works, including mainstream films, OTT releases, and fashion music. Additionally, we’re planning to focus on our own releases, whether it’s singles or an album. The success of “Crew” has motivated us to keep evolving our sound and exploring new avenues in music. Get ready for something fresh and different from us in the near future!

  • “Secret of Wolf Bread? Authenticity and originality”: Taufiq Khan

    “Secret of Wolf Bread? Authenticity and originality”: Taufiq Khan

    Mumbai: Wolf Bread is a multimedia company bringing global pop culture experiences to India. The brand was started with a vision to revolutionize multimedia and entertainment by introducing fresh, innovative concepts that redefine pop culture in India. Wolf Bread’s commitment to excellence and innovation reflect in its efforts to pioneer new creative horizons in music videos, filmmaking, fashion, animation, designer clothing, sports, and other visual experiences, making it the brand’s unique selling proposition.

    Incepted in 2023 by Taufiq Khan, Wolf Bread aspires to become a leading figure in displaying unique and finest forms of visual storytelling, commercialization, animation, and the popularization of art, aiming to revolutionize the creative landscape in India for the very first time. The brand aims not just to entertain but also to inspire, spark conversations, and leave a lasting impression on the cultural landscape.

    From their debut music video to their expanding portfolio of projects, Wolf Bread continuously pushes boundaries, harnessing the power of cutting-edge VFX, CGI, and 3D animation to craft immersive experiences. Headquartered in Mumbai, Wolf Bread’s identity extends beyond traditional boundaries. The brand’s upcoming ventures include the launch of an exclusive designer clothing line and unique merchandise, reflecting their dedication to style and pop culture.

    Indiantelevision.com reached out to Wolf bread founder Taufiq Khan, where he shared insights on lot of aspects from being awarded as the ‘Best Startup Company” to their strategies, dveling upon the creative landscape and more…

    Edited excerpts

    On being awarded the “Best Startup Company” at the Pune Startup Fest in 2024 and planning to build upon this recognition and momentum moving forward

    I’m grateful for this award! We just snagged the “Best Startup Company” award at the Pune Startup Fest, and we’ve been around for only four months! We were invited to showcase our work and our work did not just impress the crowd– it won them over. It might sound like a stretch, we’re not called the best for nothing! Our success isn’t just some fluke. Just like our brand name, our team functions like a wolf pack—ruthless, agile, and ready to take on any challenge. From the work culture to our workflow and vision, every part of our company is top-notch. We don’t just build a company; we build each other up. This accolade, It’s like a cosmic thumbs-up, confirming that we’re on the right path. We know we’re still in the early days, and there are a lot of chapters to unfold, but we’re ready for whatever comes our way. We’re aiming for the big leagues like Apple—starting small but thinking big. The momentum we’re building for the future is all about growth and self-improvement. We’ll take this award as a milestone and keep working hard to bring entertainment and a unique style that has never been seen before in India. We’re just getting started, and there’s a lot more winning to do!

    On aiming to revolutionize the creative landscape in India through its unique forms of visual storytelling, animation, and the popularization of art

    Wolf Bread was created to break the mold. I’m diving into what I love, which is already a revolution in itself. Sometimes I catch myself thinking I’m the GOAT in visual storytelling, animation, and making art pop. I’m not just doing this for fun; I thrive on pop culture. What I create inspires me, and that passion flows through everything I do. Luck or not, I’ve found my calling and I’m all in. My instincts guide me to shape storytelling, creativity, and animation.

    The secret of Wolf Bread? Authenticity and originality. We’re bringing something fresh to India. Our uniqueness stands out, especially now with Wolf Bread Animation Studios and Wolf Bread Clothing—something India hasn’t seen before. We’ve got plenty more avenues to explore in the years ahead.

    In terms of popularizing art, I believe I’m unmatched. We’re aiming for popularity on a whole new level, and we’ve created a mascot, “Mr. Wolf Bread,” who might one day stand alongside Disney and Pixar legends. Our focus is pop culture. No one else in India is even close. I’m blessed to be the first on this path, cooking up something amazing. I’ll serve the best India has ever seen, and people will savor it for years. We’re creating something exceptional. We’re not trying to be like anyone else – we’re making our mark, and we’re here to stay!

    On reception of Wolf Bread’s music videos on YouTube and creatives on social media platforms and the strategies does company employ to engage with its audience effectively

    The response to our debut music video has been mind-blowing. We’re already past the million views mark, setting a new standard in the music video world. It’s not just a music video; it’s like planting a flag as the pioneers of something fresh in India. We made sure to put ourselves on the world map by being the first independent brand in India to introduce a unique style and aesthetic to the world with this music video.

    The reception has been wild. We’re moving like seasoned pros, even though we’re just starting out.

    Usually, success takes a couple of tries, but here we are nailing it on the first go. It’s unheard of for an independent brand or artist to make such a splash right off the bat. Who else would even dare to take

    such risks?

    We’re fearless, bold, and extraordinary. My mindset is transforming this company into a powerhouse. Our approach to creatives and animation has taken our social media game to another level. We don’t just create daily posts; each one is like a movie poster or trailer. Our social media is a filmmaking platform to bring our vision and creativity to life.

    The response, Pure madness. We’re not relying on controversial statements to grab attention like some podcasts do. We’re like Mr. Bean right now—people see our creativity and just can’t help but smile. Wolf Bread is more than a brand; it’s a feeling, a mood and an unstoppable force.

    On providing insights into Wolf Bread’s approach to commercialization and monetization of its multimedia content

    Commercializing and monetizing is a skill we’re mastering quietly, without broadcasting it. Wolf Bread Animation Studios is on the rise because we excel in branding and animation movies, working closely with other brands and movie studios. Our main aim in creating content isn’t just to rake in the cash; the content we make happens to generate income because we’re naturally talented at it. We’re monetizing what we’re good at and reaping the rewards. We’ll get into the details later, but for now, just know that animation studios are about more than making money. We’re injecting style and aesthetics into the brand and any studios that collaborate with us.

    We’re aiming to be the next Pixar, Disney, or Sony Animations in a 5-10 year plan. And get ready, because we’re launching our own designer clothing brand to speak volumes about what makes us money. We’re monetizing the branding game. Monetizing Wolf Bread might seem tricky since we’re working in the future, bringing a fresh style of art to India. It may take others a bit of time to catch up, but we’ve got itcovered, jumping right into monetization. Sure, if we look back, we see other brands took a while to be understood and then started making money. But not us! We’re running the show from the future, and being the forward-thinking company we are, we’re playing the long game and making strides.

    On leveraging technology and innovation to stay ahead of the curve in the rapidly evolving multimedia industry

    We’re a pop culture brand for a reason—we evolve daily and stay ahead of technology and innovation. That’s why Wolf Bread Animation Studios is coming into the picture. Leveraging opportunities is our jam; it’s how we grow and learn. This keeps us ahead of the curve, setting trends that no other brands, studios, or artists in India are even riding. We’re the trailblazers in what we’re creating, leading the charge in this new wave. What we’re doing at Wolf Bread Animation Studios is what Disney and Pixar are up to, but they do it on a grander scale. We may be a small company, but we’ve got a big vision that speaks for itself. Innovation, strategy, and keeping up with the tech world are our playground. We see every advancement as a chance to blend with our ideas and creativity. We’re here to lead the pack!

    On share some of the core values and principles that drive Wolf Bread’s mission to bring unique experiences to audiences across India and beyond

    The core of our company is right in the name: “WOLF BREAD.” This name captures the essence of our ethos—just like a wolf, we’re disciplined, focused, and loyal. We’re all about originality, hard work and moving like a wolf pack. Our company thrives on this magnetic energy—it’s diverse and all over the place, yet perfectly aligned. We’ve stumbled more than a few times, but that’s how we learn and grow. We never give up; we rise from our mistakes stronger and wiser. Our clothing line will embody the spirit of sports crests, akin to wearing the jersey of beloved teams such as the Indian cricket team or Chelsea Football Club – two of my personal favorites. It’s about wearing our apparel with passion and pride, standing tall and believing in something greater that leads to triumph and victory. Just as fans proudly wear the jersey of their favorite sports teams, I will make sure people wear WOLF BREAD apparel with that same pride and belief.

  • Let’s Get LOUDER’s ‘Jogi’ by Salman Ali & Amit Mishra wins millions of hearts

    Let’s Get LOUDER’s ‘Jogi’ by Salman Ali & Amit Mishra wins millions of hearts

    Mumbai: Let’s Get LOUDER, the IN10 Media Network’s musical vertical behind numerous musical sensations, is proud to announce the ground-breaking collaboration between two powerhouse voices, Salman Ali and Amit Mishra, in their latest Sufi masterpiece titled ‘Jogi’.

    This captivating union marks the first-ever collaboration between these two musical virtuosos and has taken the internet by storm, amassing astounding views and love from audience within days of its release.

    ‘Jogi’, composed by Raaj Aashoo, is a soul-stirring fusion of traditional Sufi elements with contemporary musical flair, showcasing the exceptional vocal prowess of both Salman Ali and Amit Mishra. Salman Ali, renowned for his mesmerizing performances on various platforms including reality TV, brings his signature emotive depth to the song. Amit Mishra, celebrated for his versatile voice and diverse repertoire, complements Salman’s vocals seamlessly, adding a unique dimension to the track.

    On the collaboration, Salman Ali said, “It’s been an absolute honour to unite with the incredibly talented Amit Mishra on ‘Jogi’. Amit’s passion for music and unparalleled talent made every moment of ‘Jogi’ truly magical. ‘Jogi’ is not just a song; it’s an emotional journey that we are thrilled to share with the world.”

    Amit Mishra added, “Working with Salman Ali on ‘Jogi’ has been an enriching experience. His soulful voice and dedication to his craft are truly inspiring. ‘Jogi’ is a testament to the power of collaboration and the universal language of music. I’m grateful for the opportunity to be a part of this incredible project.”

    “We are thrilled to bring together two incredible talents, Salman Ali and Amit Mishra, for ‘Jogi’,” said Let’s Get LOUDER COO Rajitta Hemwaani. “Their collaboration represents a fusion of tradition and innovation, delivering a truly unforgettable musical experience. The overwhelming response from audiences reaffirms our commitment to pushing boundaries and creating exceptional music.”

    The rapid ascent of ‘Jogi’ within days of its release is a testament to the enduring appeal of Sufi music and the undeniable talent of Salman Ali and Amit Mishra. As the song continues to captivate audiences worldwide, Let’s Get LOUDER remains dedicated to fostering ground-breaking collaborations and pushing the boundaries of musical innovation. In the past, the musical business has launched popular songs by artists like Shilpa Rao, Ankit Tiwari, Star Boy LOC, Hardeep Kaur, Nikhita Ghandhi and many more are in the pipeline.

  • Sukriti and Prakriti Kakar release debut track “Saath Tere” on their independent label SuPra

    Sukriti and Prakriti Kakar release debut track “Saath Tere” on their independent label SuPra

    Mumbai- Virgin Music India, the country’s leading partner for independent artists, labels, and entrepreneurs, is thrilled to announce its distribution partnership with the twin singing sensations – Sukriti and Prakriti Kakar for their label SuPra. The singer and songwriter duo, which has won the hearts of millions, are now setting the stage for multiple exciting singles with Virgin Music India. The duo has already charmed audiences with hits like ‘Kehndi Haan Kehndi Naa’ and ‘Majnu’. And now, they are all set to kickstart a new leg of their music journey with their debut release of ‘Saath Tere’ on their label.

    “Saath Tere”, a soulful and heart-warming track written and composed by the talented Abhijay Sharma and is a beautiful representation of embarking on a journey with a loved one. The music video showcases the duo exploring the world, cherishing every moment of adventure and discovery. It’s a song that evokes wanderlust and the feeling of being lost in the beauty of new places, while sharing love and laughter with those who matter.

    Reflecting on their journey and the announcement, Sukriti, and Prakriti share, “We are thrilled to embark on this new innings in our life with Virgin Music India and our new label – SuPra. Being the first music video under our own banner makes ‘Saath Tere’ very special. But there’s more to it than just being our debut track. This song came to us while we were lost in the beauty of some breathtaking landscapes during our New Year’s holiday as we found home in each other’s company. According to us, this is a snippet of our little holiday and I hope that everyone can relate to it as it will take one back to a cherished memory or makes them want to embark on a new one.”

    Talking about the association, Virgin Music India country manager  Amit Sharma shared, “As Virgin Music India, we’re excited to witness Sukriti and Prakriti Kakar embark on their musical journey with their own label. This move showcases their entrepreneurial spirit and determination to carve their path in the industry. With our global presence and extensive network, we look forward to supporting them in their endeavours, facilitating global collaborations, and providing strategic marketing initiatives. We are committed to empowering independent artists like Sukriti and Prakriti by leveraging our global strength, enabling them to reach new audiences and achieve greater success in the ever-evolving music landscape.”

  • Content, technology and relevance – What it means for BIG FM in 2024

    Content, technology and relevance – What it means for BIG FM in 2024

    Mumbai: In the ever-evolving consumption patterns of audiences, the quest for creating content that is appealing and engaging has been a perpetual one. Today, marketers and content strategists across the globe are harnessing the power of technology to curate offerings that strike the right chord with the end users. With digital advancements driving new possibilities, crafting compelling narratives for mediums across sectors requires a strategic blend of innovation and creativity. At BIG FM, we recognize that in the current media landscape, captivating audiences’ attention demands purposeful strategies which are in accordance to one’s brand philosophy.

    Our content is meticulously crafted based on robust consumer insights, ensuring that we remain relevant and impactful, whilst never losing sight of our bigger brand purpose. By understanding the unique needs and preferences of our listeners, advertisers and partners, our attempt has always been to create meaningful connections that resonate with all. This approach not only strengthens our brand but also fosters long-term partnerships built on trust, transparency and mutual benefit.

    With unyielding commitment to storytelling and purpose driven entertainment, BIG FM has spearheaded the transformation of content creation through its brand philosophy ‘Dhun Badal Ke Toh Dekho’, revitalising our listeners. We believe in being the change agents, striving to bring about a positive impact through each of our offerings. We also believe in paying homage to the pioneering radio broadcasters, whose voices transcended boundaries, underscoring the enduring power of communication and storytelling. Our flagship show is also a byproduct of our philosophy, with the vision to have impact that triggers thought-provoking conversations and debate. It takes up pertinent issues and provides different perspectives thereby playing the role of a catalyst driving a change in the society. As we continue our commitment towards providing diverse entertainment with a purpose, we also celebrate the timeless charm of building theatre of the mind through stories with iconic shows like ‘Suhana Safar with Annu Kapoor’ and ‘Yaadon ka Idiot Box with Neelesh Misra’.

    In the last couple of years, technological advancements have snow-balled into becoming a pivotal focal point for all brands. The radio industry has consistently embraced new technologies and trends, maintaining its connection with audiences. Technology provides scale, relevance and access thereby driving richer experiences. This forward-thinking approach has enabled the industry to stay ahead without compromising its core meaning. This harmonious blend of technology and content not only enhances the overall quality of our offerings but also strengthens our position as a forward-thinking and customer-centric industry leader.

    There is no doubt that content is at a cross-section of various elements – generative AI, gamification and building sonic identities being a few of them. The conflux of technology and radio hasn’t just deepened audience engagement; it’s also streamlined operations in a never before manner. Our AI driven campaign ‘Super Duper Dhamaka’, utilised the local reach of radio to promote the retail sector, especially small-scale retailers. Its second season introduced gamification, tapping into the growing demand for interactivity as it merged the excitement of the stock market with the pleasure of retail shopping.

    Beyond the airwaves, BIG FM’s brand philosophy also extends to on-ground initiatives and events with a goal to provide an immersive experience and value to all our stakeholders. Apart from our campaigns, the lineup of original shows, ‘Aapke Jaisi Rani’, Mumbai Maska Maar Ke with RJ Vrajesh, Mumbai Ka Sabse Bada Struggler with RJ Abhilash and Yeh Dilli Hai Mere Yaar with RJ Akriti amongst others, demonstrates the ability to tap the pulse of our audiences, ensuring diversity. As the journey of evolution unfolds, BIG FM remains steadfast in its mission to reshape perceptions, challenge norms and amplify voices with a promise to have a lasting impact.

    The author of this article is BIG FM COO Sunil Kumaran.