It has not been an uncommon trend to see brands dive into music content. After music has always helped sell a product better. In this day an age of Branded Content, we now have OnePlus collaborating with YouTube in an attempt to bring back Indie Pop. After all, the common belief is India can do more than just Bollywood! OnePlus Playback is a one of a kind music property on YouTube produced by Shamir Tandon’s Music Boutique. With an aim to promote independent music, the mobile company will be releasing 10 new music videos sung by the most popular artists in India. They promise that each music video will showcase beautiful visuals with songs that will melt your heart and move your body. https://www.youtube.com/watch?v=UkxWswtFQxA Shamir Tandon with his own company Music Boutique has helped OnePlus with their new initiative. He helped with the curation and the production of the YouTube property.

With new age cinema that we get to see today, the song and dance sequences are almost near zero. Talented artists are not getting many avenues to showcase their music. Not many players are investing consistently in popular non film music as they are unsure of the ROI. Here comes a brand story. A brand like OnePlus that is creating a platform for original music from artists who are singer songwriters and crave to do original music. - Shamir Tandon

The property has a mixed bag of singers in their first season. Its a well diversified portfolio ranging from a legend like Rahat Fateh Ali Khan to the Punjabi sensation Guru Randhava. There's Jonita Gandhi who started with covers and then went on to make herself known in film playback. She now wants to indulge in her originals. To complete the spectrum, DIVINE who has a huge youth following and is happy to be doing originals for his captive audience. Shamir Tandon also spoke about how he is very excited to be giving some new talents a platform. The artists selected include:

Guru Randhawa and Dhvani Bhanushali

Guru Randhawa is an Indian singer and songwriter from Punjab. He is known his composed tracks like “Patola” “High Rated Gabru” “Suit” "Ban ja rani" “Lahore” "Made in India" and many other hits. https://www.youtube.com/watch?v=dZ0fwJojhrs Dhvani Bhanushali is a talent born into T-series. She has been a very prominent YouTube artist with many popular covers of famous pop songs. She is slowly dwelling into discovering her own talent as a songwriter. https://www.youtube.com/watch?v=RfPQsvig6b0

Rahat Fateh Ali Khan

The man needs no introduction. From Coke Studio, to Bollywood to his journey making folk music that is remembered through generations. https://www.youtube.com/watch?v=ax3UVugRuTE

Neha Kakkar

Neha Kakkar is an Indian singer. She competed on season 2 of the television reality show Indian Idol in 2006 and now she is judge of the show. In 2008, she launched her first album, Neha-The Rock Star, composed by Meet Bros. Her other work includes the songs "Sunny Sunny", "Manali Trance", "Aao Raja" with singer Honey Singh, "Dhating Naach", "London Thumakda", "Hanju" with singer Meiyang Chang, and "Patt Lainge" with singer Gippy Grewal. Neha Kakkar is doing a lot of work with Bollywood but wishes to continue to express her musicality through original music. https://www.youtube.com/watch?v=z8fMUTbRuZY

DIVINE

Divine is today's face of Hip-hop in India. With upcoming movie Gully Gang and the success of recent single Kaam 25 featured on Sacred Games an Indian Netflix series, Divine is one of India's most promising talents and exports. https://www.youtube.com/watch?v=NU3xm6N7tzw

... And many more.