A R Rahman will perform with Bollywood composers Salim-Sulaiman, Clinton Cerejo and Mithoon along with YouTube sensations like the band Sanam and Shraddha Sharma in Mumbai. The concert, called ‘Jammin’ Live’ is a digital collaboration between Bollywood music composers and YouTube talents.
The concert is held by Qyuki a social media platform that aims to engage Indian youth by showcasing new media content. The firm is co owned by AR Rahman and film maker Shekhar Kapur.
“Jammin’ has spawned a new genre of music that we like to call ‘non-film Bollywood’ by bringing together mainstream composers with YouTube stars to create original compositions that typically would be commissioned for a blockbuster film,” Samir Bangara, co-founder and Managing Director of Qyuki, said in a statement.
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Rahman is expected to entertain the audience by performing a few latest digital tracks and some crowd favorite classics too. He will also perform the track Yaara – a collaboration with all YouTubers of Jammin’. “I am looking forward to performing at the Jammin’ Live concert along with all the Jammin’ artistes,” said Rahman
Jammin’ is held in association with YouTube. Satya Raghavan, Head of Entertainment for YouTube in India, said: “This live concert with Bollywood music legends and YouTube stars heralds a new era for the music industry in India.”
The other artistes who will be part of the line up at the concert are Rahman’s favorite singers Jonita Gandhi, Sanah Moidutty, Siddharth Slathia, Arjun Kanungo, Maati Baani and RaagaTrippin.