ITV

Tag: Roland

  • Bridge Music Academy launches the racist keyboard

    Bridge Music Academy launches the racist keyboard

    MUMBAI: Earlier last month, Bridge Music Academy has launched the racist cover campaign aimed at educating children about racism and its effects. Conceptualised by Dentsu Webchutney, the campaign is supported by Culture Fox and Roland. The Racist Cover is a special version of a song played on a piano or keyboard without using the black keys.

    Taking the campaign further, Dentsu Webchutney Innovation Lab has created a special keyboard with no black keys at all. Aptly called ‘The Racist Keyboard,’ the keyboard cannot play a perfect harmony and it only plays The Racist Cover of a song. It is a manifestation of campaign’s though of Racism = No Harmony.

    A typical digital keyboard has 88 keys – 52 white and 36 black. The Racist Keyboard has no black keys and only has 52 white keys. Normally, the white keys have space to accommodate the black keys. To build the keyboard, special white keys were created with no space for the black keys. The keyboard has been launched through a web film showcasing Aman Bathla, World’s fastest pianist playing the famous song from Titanic, the movie – My Heart Will Go On.

    Dr. Aman Bathla awardee Bharat Gaurav says,“I was amazed at the first sight of the keyboard. I had never seen anything like it before. In my opinion, racism has no place in the world. Discriminating people basis their colour, caste and creed is absolutely inhuman. We should all love each other and live in perfect harmony.”

    The Racist Keyboard is available to musicians for concerts, tours and gigs. It will also be displayed at schools, colleges, music academies, museums and public places.

    Dentsu Webchutney chief creative officer and co-founder Sudesh Samaria adds, “This keyboard stands as a symbol of protest against racism. It shows how the world would look like if we let racism prevail. Racism needs to stop now. Through this
    campaign, we are giving people a platform to raise their voice against racism.”

    Dentsu Webchutney associate creative director Vishal Sagar mentions that they will be adding a lot more dimension to the campaign as we move forward. The Racist Keyboard is one of many innovations to be created under the campaign. It will also kickoff the school contact program of the campaign.The campaign has received an overwhelming response so far. Many schools, organisations and people are getting associated with the campaign

  • Bajaao and National Institute Of Technology collaborate over music

    Bajaao and National Institute Of Technology collaborate over music

    MUMBAI: Many indie musicians in India live a dual life juggling gigs with a more traditional career choice, and many known names come from analytical backgrounds like engineering. This relationship gets a further push as India’s largest direct online retailer for musical instruments and pro audio equipment,BAJAAO, enters into a one-of-a-kind new alliance with National Institute of Technology (NIT), Rourkela, tobring music even closer to their students.

    With music quickly becoming an integral part of mainstream education, BAJAAO is providing the students with a new experience of learning with music. To boost the interest for different kinds of music on campus, BAJAAOhas helped revamp and refurnish the institute’s six year old makeshift jam room with International quality instruments and equipment.

    Education is changing and institutions are bringing about a change in the mindset of people. Augmenting the dreams of budding musicians on NIT campus, the brand new jam room not only includes instruments like guitars, drum kits, keyboards, microphones, and accessories from BAJAAO, but also, pro audio components like sound mixers and PA systems to amplify audio within the room.

    With the help of BAJAAO’s music and professional audio experts, the jam room boasts of some iconic and celebrated music instruments and pro audio brands like Fender, Tama, Roland, Sennheiser, Samson, Cort and Behringer.

    Commenting on NIT’s association with BAJAAO, Prem Depon Nayak, student-in-charge (Purchase), NIT Rourkela said, “These days, sound matters more than before. As a musician, it is expected that your instruments sound good. BAJAAO’s experience in the industry as well as their understanding of music definitely made them stand out as a company we should partner with. Their efforts taken to overcome the challenge of the lack of quality music gear and make it available for Indian music enthusiasts are clearly evident. Their sincerity in trying to elevate the music scene in India, and support aspiring musicians helped us realize that we were associating with the best.”

    According to Suman Singh, CEO, BAJAAO, “There is an increasing demand for inclusion of music in mainstream education today, as many consider it the best way to instill focus and concentration. Also, music has gone past the taboo career choice and many parents are motivating their children to follow their passion and pick up their instrument of choice. BAJAAO has always helped in transcending musical journeys with its broad spectrum of opportunities, and I believe this association will help us find potential musicians and introduce the industry to rising talents.”

    The students at NIT Rourkela now have access to the world renowned music gear, which gives them an opportunity to not only hone their skills, but also pursue music as a serious option in addition to their chosen career paths. Having already associated with music schools like True School of Music in Mumbai, BAJAAO expects this unique collaboration of technology and music, which will become the trendsetter for other institutions, to encourage young talent to explore their potential beyond the obvious.

  • Bajaao and National Institute Of Technology collaborate over music

    Bajaao and National Institute Of Technology collaborate over music

    MUMBAI: Many indie musicians in India live a dual life juggling gigs with a more traditional career choice, and many known names come from analytical backgrounds like engineering. This relationship gets a further push as India’s largest direct online retailer for musical instruments and pro audio equipment,BAJAAO, enters into a one-of-a-kind new alliance with National Institute of Technology (NIT), Rourkela, tobring music even closer to their students.

    With music quickly becoming an integral part of mainstream education, BAJAAO is providing the students with a new experience of learning with music. To boost the interest for different kinds of music on campus, BAJAAOhas helped revamp and refurnish the institute’s six year old makeshift jam room with International quality instruments and equipment.

    Education is changing and institutions are bringing about a change in the mindset of people. Augmenting the dreams of budding musicians on NIT campus, the brand new jam room not only includes instruments like guitars, drum kits, keyboards, microphones, and accessories from BAJAAO, but also, pro audio components like sound mixers and PA systems to amplify audio within the room.

    With the help of BAJAAO’s music and professional audio experts, the jam room boasts of some iconic and celebrated music instruments and pro audio brands like Fender, Tama, Roland, Sennheiser, Samson, Cort and Behringer.

    Commenting on NIT’s association with BAJAAO, Prem Depon Nayak, student-in-charge (Purchase), NIT Rourkela said, “These days, sound matters more than before. As a musician, it is expected that your instruments sound good. BAJAAO’s experience in the industry as well as their understanding of music definitely made them stand out as a company we should partner with. Their efforts taken to overcome the challenge of the lack of quality music gear and make it available for Indian music enthusiasts are clearly evident. Their sincerity in trying to elevate the music scene in India, and support aspiring musicians helped us realize that we were associating with the best.”

    According to Suman Singh, CEO, BAJAAO, “There is an increasing demand for inclusion of music in mainstream education today, as many consider it the best way to instill focus and concentration. Also, music has gone past the taboo career choice and many parents are motivating their children to follow their passion and pick up their instrument of choice. BAJAAO has always helped in transcending musical journeys with its broad spectrum of opportunities, and I believe this association will help us find potential musicians and introduce the industry to rising talents.”

    The students at NIT Rourkela now have access to the world renowned music gear, which gives them an opportunity to not only hone their skills, but also pursue music as a serious option in addition to their chosen career paths. Having already associated with music schools like True School of Music in Mumbai, BAJAAO expects this unique collaboration of technology and music, which will become the trendsetter for other institutions, to encourage young talent to explore their potential beyond the obvious.