Universal Music India and Allied Blenders and Distillers announced today its collaboration for the Sterling Reserve Music Project. This unique programme is to incubate, encourage and promote aspiring singer songwriters to showcase their talent and release their music globally via Universal Music.
The Sterling Reserve Music Project is an enabler platform which is language and genre agnostic, and aims to provide a home to diverse artists from all over the country whose talent and music need the right opportunity to reach wide audiences. The youth of India have an opinion, that needs strong expression and be a voice of the sub culture. For the first time ever, they will have an opportunity to collaborate with some of the finest writers, composers and producers to help bring their vision to song and the ability to use the massive network of Universal Music & its partners to find & own their niche in an otherwise cluttered landscape.
Talking about the platform, Mr. Devraj Sanyal, Managing Director and CEO of Universal Music & EMI Music, India & South Asia said “I have always wanted to create & develop a genuine platform that enables real artists, irrespective for who they are, what they sing & where they come from to be able to share their gift with the world. I’m thrilled to have found a partner in Sterling Reserve who shares my exact vision and have come on board for the long term to co-own India’s first artist enabler platform”.
Sharing his vision, Bikram Basu, Chief Operating Officer, Allied Blenders & Distillers said “We hope to start an incredible journey to encourage and present talent to wide audiences with The Sterling Reserve Music Project. Universal Music brings the label, understanding, and very importantly, the passion to build this expression beautifully. Working with emerging talent resonates with the Sterling Reserve brand ideology of Chase the Next”.
Talking about her track Anushqa shared “I am really thrilled that my song will kick-start this platform. There is immense talent tucked away in the country and opportunities like this will help us unlock opportunities for all of them. I hope the Sterling Reserve Music Project marks a turning point for our industry.”
@Universal Music India @Allied Blenders and Distillers @Sterling Reserve Music Project @Devraj Sanyal @ Bikram Basu, Chief Operating Officer, Allied Blenders & Distillers @“Hear Me” @Anushqa
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.