Qyuki, a multi-channel network co-founded by A R Rahman, has launched a new platform called, Jammin‘ which enables music collaboration between Bollywood composers and YouTube stars. The platform was launched in Mumbai, on Wednesday.
Music can inspire, unite and bring joy to the lives of billions. Glad to be associated with @jamminOfficial from @MyQyuki & @YouTubeIndia
— A.R.Rahman (@arrahman) August 10, 2016
A R Rahman has been a pioneer in bringing different kinds of music from various platforms to the forefront. Rahman said, “Through Jammin’ I am glad Qyuki is being able to be the true partner to creators and bring them on a level playing field with mainstream music. The generation of creative content is endless with such an expanding pool of young talent”.
Qyuki was launched in December 2012 and was created by Shekhar Kapur and A R Rahman. While Qyuki is a content creation platform, which provides resources to creators to produce, distribute, and market digital material, Jammin’ is a collaboration platform which gives opportunities to rising talents to attempt collaboration with music composers. It breaks away from mainstream music and paves the way for alternative music forms.
Watch the promo of Jammin here:
In Jammin’s first venture, A R Rahman, Salim-Sulaiman, Clinton Cerejo and Mithoon will be seen collaborating with budding YouTube stars Sanam, Shraddha Sharma, Siddharth Slathia, Jonita Gandhi, Arjun Kanungo, Maati Baani, Sanah Moidutty, and Raaga Trippin to compose original music videos.
Jammin’ will release its first composition on 19 August on its YouTube channel, after which a new video will be released every week. They will go on to create ten original soundtracks and music videos. The grand finale will be a live concert in Mumbai on 11 November.
By supporting Jammin’, Youtube receives more popular content and thereby more ad-revenue. This platform attempts to create a platform for music from independent movies to become as popular as mainstream music, and create a cultural shift in the way Indians consume audio content.
