Max Hole, CEO Universal Music Group and Qyuki.com, a multi-channel network (MCN) co-founded by Shekhar Kapur, A R Rahman and former MD Digital of Disney India, Samir Bangara, have announced the launch of 'The Dharavi Project' a corporate social responsibility (CSR) initiative by the music giant in a collaboration.
This one-of-a-kind initiative will fund the expansion of the music and dance school in Dharavi, which was established by Qyuki in March 2014. The school aims to discover fresh talent from Dharavi, Nurture it through the program and Amplify it on a domestic and international scale via digital and traditional media.
Universal Music will deploy funds from its CSR budget that will go towards basic infrastructure, rent, utilities and equipment for the students of the school. Through this initiative Qyuki and Universal Music aim to nurture homegrown talent and provide them with a platform to showcase their potential.
To further enhance learning and exposure, Universal Music will periodically bring in prominent singers, musicians, choreographers, producers and the like to mentor young artists from Dharavi while Qyuki will amplify content via its digital broadcast network on a domestic and international scale.
Speaking on the association, Max Hole said, "Music has extraordinary power and I am very proud to be here in Mumbai on behalf of UMG to help give these children an education in all aspects of making Music. Whether we produce stars out of the programme or simply a lifelong love of music, we will have succeeded in giving them a start along the path of discovery of this beautiful form of expression."
Commenting on this partnership, legendary composer and Qyuki Co -Founder AR Rahman, said, "I am glad that this initiative we started at Qyuki last year is maturing into a platform that provides underprivileged children a level playing field with equal opportunity as their domestic and international peers".
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'The Dharavi Project' will go live from the 15th of this month at a launch event in the heart of Dharavi in the presence of A R Rahman, Shekhar Kapur and UMGI Chairman and CEO Max Hole along with Qyuki co-founder, MD Samir Bangara and MD, Universal Music Group/EMI, South Asia, Devraj Sanyal.
Through a sustained long term plan, 'The Dharavi Project' will cover all elements in the making of a music star including scouting talent, styling, mentoring, providing studio time, producing videos, optimizing their online video presence across digital video platforms and eventually rewarding the most promising talent with a 360 degree label deal.