SPN: Go-Beyond commitment to music

The Indian Music Lab — Artist of the Month pledges to provide a platform for emerging artists across the nation INDIAN MUSIC LAB — ARTIST OF THE MONTH, WILL PROVIDE A NATIONWIDE PLATFORM TO SINGERS TO SHOWCASE TALENT

SPN: Go-Beyond commitment to music

The music cluster of Sony Pictures Networks India (SPN) is all set to launch the Indian Music Lab — Artist of the Month. This initiative of Sony MIX and Sony ROX HD will provide a platform for the next generation singers to showcase their talent and also get trained under experienced artists that will help them shape their ambitions. This property will kick start on World Music Day — June 21. Shikhar Kumar will be the first artist to showcase his talent is with two original compositions Ibaadat and Mannat ka Dhaaga. Other artists to be featured in this initiative are Sachin Dave, Hansadhuti Kundu, Ashwani Bisoya, Nimit Luharuka, Aashima Mahajan, Alan, Kevin, Prashant, Neha Chauhan, Anurag Puranik and Manveer Sood.

Neeraj Vyas and NP SinghThis journey, undertaken by Sony MIX and ROX HD, offers a delightful showcase of fresh singing talent to its musically-inclined viewers. Going beyond the talent show routine, Indian Music Lab — Artist Of The Month will eventually become an ongoing platform for good emerging singers. We spoke to NP Singh, CEO, Sony Pictures Networks India Pvt Ltd and Neeraj Vyas, Sr. EVP and business head, Hindi Movies and Music cluster and Sony SAB, SPN to know more about the initiative and their commitment to music.

What do you mean by ‘GoBeyond’ commitment to music?

NP Singh: Go-Beyond is Sony Pictures Networks’ call-toaction. We believe when all of us, guided by human insights, can take momentous leaps that can become gamechanging. While most music channels are merely curators of music, Sony MIX and Sony ROX HD have committed to raise the bar by not just curating good music but also facilitating the creation of great music. Our new initiative, Indian Music Lab — Artist of the Month, will provide a nationwide platform to singers to showcase their versatile talent.

Sony MIX and Sony ROX HD have always pushed the envelope and have taken a leading position in the music industry. Be it crediting artists behind every song, creating a corpus (The Dhun Project) that nurtures bygone talent or investing in the future of musical talent, SPN’s vision of Go-Beyond drives us relentlessly towards this commitment.

Tell us more about Indian Music Lab — Artist of the Month?

Neeraj Vyas: Our research at the time of Sony ROX HD’s launch pointed to a dearth of platforms to showcase the abundant music talent in India, much of which is undiscovered and unrecognized. Indian Music Lab — a new music initiative was keen on the idea and came up with this novel concept. Going beyond the talent show routine, Indian Music Lab — Artist of the Month is a specially created opportunity for versatile singers to be recognised at the national level.

How many undiscovered artists will this show promote?

Neeraj Vyas: The property kick-starts today on World Music Day and shall promote 12 emerging singers over the course of one year on both of our music channels. This opportunity allows for talented singers to get trained under learned artists and shape their ambitions to reality. Sony MIX and Sony ROX HD will showcase one singer-artist every month with two of their original compositions.

What are the new trends and insights for the music industry?

NP Singh: Our research and experience have shown us that there are broadly two trends shaping the industry: 1. Broadcast will continue to be the primary medium for nurturing the relationship between music and its lovers. 2. Digital is becoming a largely invested-in tool for texturisation of music, allowing for experimentation in different formats. Since television remains broadbased, it becomes a significant responsibility of the broadcast medium to echo this new music ethos. Our program is a result of our understanding of these trends.

What is the way forward for your music portfolio?

Neeraj Vyas: SPN’s Music Cluster with Sony MIX and Sony ROX HD shall always offer an expansive and wide range of musical content that differentiates us as the leading bouquet of music entertainment from others. Each initiative in the past reflected our content leadership. And the way forward shall be governed by our vision, Go-Beyond.

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