The Sterling Reserve Music Project releases “Main Sach Bolda,” by Shaan featuring debut independent musician, Mustafa, which further builds on the mentor – protégé artist relationship, unique to the platform.
Shaan, who has swept away numerous accolades as the most promising Indian play-back singer and independent musician, mentors Mustafa on his debut song and music video. This romantic song also sees veteran Shaan attempting a Punjabi rap-singing form on the song for the first time ever.
“Main Sach Bolda” is a modern, upbeat and romantic love song. While working on the song, Shaan’s aim was to design a song that would highlight Mustafa’s eclectic potential and contemporary singing style along with his vocal range; the outcome being “Main Sach Bolda.”
The theme of the music video is a bachelor party setting, wherein Mustafa is showcased as Shaan’s brother. It is Mustafa’s bachelor’s party, which is impeded by Mustafa’s fiancée, begetting intense drama between the couple. The overall video highlights making amends in a relationship and making it up to your loved one which is conspicuous from the chorus of the song “Mann Ja Mann Ja, Main Sach Bolda.”
Speaking about the song, Shaan said, “I'm really glad to be a part of the Sterling Reserve Music Project and mentoring Happydemic artist, Mustafa, on ‘Main Sach Bolda.’ This is Mustafa’s debut song and video. He has a very unique contemporary pop voice and I’m glad this song has been able to bring that out. This was also a great opportunity for me to experiment with a contemporary dance genre and rap style in Punjabi, which is a first for me on a song.”
Speaking about the song, Mustafa said, “Working on the song “Main Sach Bolda” has been an amazing experience! The song has a gen-next vibe. It is very peppy and groovy. My hard work and perseverance has made my dream come true. It wouldn't have been possible without the continuous support and guidance of Shaan and the entire Happydemic team. Special thanks to Universal Music and Sterling Reserve Music Project for this fantastic platform!”
Speaking about the release, Devraj Sanyal, Managing Director and CEO of Universal Music & EMI Music, India & South Asia said, “The Sterling Reserve Music Project is growing from strength to strength, where we’re breaking some fresh independent talent each month. Once every few songs we have the honour of having a mainstream artist mentor and work with their mentee, to create a track to add some much needed gravitas to our music. This time my dear old friend and legend, Shaan, decided to come on board to launch his protégé, Mustafa, and the result is the magical, “Main Sach Bolda.” Shaan has helped curate the track and Mustafa has done his mentor proud by delivering, what I already consider, a hit dance number for the celebratory months. I’m proud of the project and what it means to so many independent musicians in our region. At the Sterling Reserve Music Project we enable our new artists to chase their next.”
About Sterling Reserve Music Project:
Sterling Reserve Music Project is the region’s first enabler platform to discover, incubate and promote emerging musical talent from India. The project aims at elevating and supporting the independent music scene in the country by giving musicians a platform to showcase their talent.
About Universal Music India:
Universal Music India Pvt. Ltd. (UMIPL) is a 100% subsidiary of the Universal Music Group (UMG) and is home to record labels such as A&M Records, Blue Note Records, Capitol Records, Capitol Records Nashville, Caroline, Decca, Def. Jam Recordings, Deutsche Gramophone, Emarcy, Geffen Records, Interscope Records, Island Records, Machete Music, MCA Nashville, Mercury Records, Motown Records, Polydor Records, Republic Records, Universal Music Latino, Verve Music Group, Virgin Records, Virgin EMI Records.
Those of you who have been around from the 1960's through the 1990's will remember the vibrant live music scene in almost every starred hotel in India. Those were the days when you walked into a nightclub like 'Rendezvous' at The Taj Mahal hotel and 'Supper Club' at the Oberoi Sheraton in Mumbai to see curtains going up on a band that was the prime focus of these outlets. Every seat in these restaurants allowed an unobstructed view of the band that performed every night on resident contracts. Today all this has disappeared thanks to some ridiculously high entertainment taxes on live music. Today, non off these hotels have complete bands playing save for a few that feature small duos or solo singers. The Lodhi in New Delhi, recently listed among the world's best hotels, decided to step in and rewind to the good old days. They got Goa's premier jazz quartet 'Jazz Junction' to move to Delhi on a resident contract and the decision has paid off in terms of footfalls generated by the band. Jazz Junction featuring singer Daniella Rodrigues, pianist Tony Dias,
bassist Colin D'Cruz and drummer Angelo Colasco began playing at The Lodhi in June 2018. Four months into the contract the band generated a sizeable following, with quite a few high profile guests choosing to celebrate their special occasion at the Elan bar where the band performs. Against all odds the rewind option proved to be a huge success and hopefully other properties around the country takes the cue to trigger a whole new revival of live music.