To go beyond simply being 'curators of good music', Sony MIX and Sony ROX HD have committed to raising the bar by not just curating good music but also facilitating the creation of great music.
The music cluster of Sony Pictures Networks India (SPN) is all set to launch Indian Music Lab | Artist of the month, that will provide a platform for the next-gen singers to showcase their versatile talent.
The property will kick start on World Music Day, celebrated on June 21, 2017 and shall be promoting twelve emerging singers over the course of one year on both the channels.
In collaboration with Indian Music Lab - a new music initiative, this pioneering offering by SPN provides a platform and an opportunity for upcoming singers to train under experienced artists and shape their ambitions into reality. To give a head start to emerging talent from the country, Sony MIX and Sony ROX HD will showcase one singer-artist every month with two of their original compositions airing on both the channels.
The first artist to showcase his talent is Shikhar Kumar with two original compositions 'Ibaadat' and 'Mannat ka Dhaaga'. Other artists to be featured are: Sachin Dave, Hansadhuti Kundu, Ashwani Bisoya, Nimit Luharuka, Aashima Mahajan, Alan, Kevin, Prashant, Neha Chauhan, Anurag Puranik and Manveer Sood.
This journey undertaken by Sony MIX and ROX HD offers a delightful showcase of fresh singing talent to its musically inclined viewer base. Going beyond the talent show routine, Indian Music Lab | Artist of the month will become an ongoing platform for good singers to get recognition at a national level.
"Sony MIX and Sony ROX HD are among the preferred music channels in the country. Music has always occupied a central place in the hearts of Indians, but a lot of talent in this field is hidden and unexplored. In collaboration with Indian Music Lab, we are expanding our vision of making our music cluster, a holistic platform to nurture next-gen talent and original music content. We feel privileged to launch this new initiative and promote India's rich music culture. And finally, all our efforts feel well placed when we have advertiser support, which in this case has been abundant from Patanjali Ayurved Limited," said Neeraj Vyas, Senior EVP and Business Head - Hindi Movies and Music Cluster, SONY SAB, SPN.
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