9X Media is celebrating International World Music Day held on 21st June this year, by launching a 9X Media original track titled Bajne Do Night & Day. The network has partnered with 9 of India’s leading singers with an acclaimed music composer and lyricist from Bollywood. The song will be aired across the five music channels of the 9X Media Network and promoted across its 20 million plus digital communities starting 21st June 2018.
The song features singers such as Shaan, Ankit Tiwari, Jyotika Tangri, Dev Negi, Sabri Brothers, Akriti Kakkar, Shruti Pathakand Nav Raj Hans. The music is composed by Gourov-Roshin with lyrics by Kunwar Juneja.
Shaan commented on the collaboration “The track is peppy and fresh and will definitely get the audience grooving to it once it hits the screens. ‘Bajne do night & day’ was specially conceptualized around celebrating music!! It has great energy and happy vibe. And so many singers, from different genres, coming together was in itself something special.”
9X Media is known to celebrate World Music Day with concepts specially curated for music lovers across India. From installing the largest Wall of Music, created for downloading favorite Bollywood songs to putting together Music Dil Mein Baaje a unique track that simultaneously played across 150-nightclubs on the Indian the eve of the World Music Day; 9X Media has always made World Music Day an event to remember.
Rajitta Hemwaani, Sr. Vice President, Creative Content & New Business 9X Media Pvt Ltd, spoke about the concept “World Music day is the celebration of music and love for music across the globe. With nine singers, each an ace in his / her field and a killer video, the track is all set to hit the airwaves. This is one of our endeavors to celebrate original non-film music.”
Bajne Do Night & Day will be aired on 9XM, 9X Jalwa, 9X Tashan, 9X Jhakaas and on 9XO. The song will be widely available for download across Saavn, Gaana.com, iTunes, HungamaPlay, Spotify, Deezer, Amazon Music, Google Play Music, Yupp TV, Idea Music, Jio Music, Wynk, Apalya TV, FunOnGo and Spice Digital.
Non-film music approach
9XM Media has taken a bold step by expecting nine of the leading singers to not only get together for a single track but also do something out of the box with a singular theme of ‘World Music Day’. In an industry where singers are expected to follow composers’ orders and only create to sell, this initiative seems out of the box for a lot of reasons.
A lack of collaboration and originality in music ails the popular Bollywood music today and this will hopefully get the point across that original songwriting, like original songs are better than recycled music aka remixes that the industry has become infamous for.