Loudest Discovery
Saavn's Artist Originals launch Punjabi-pop song ‘VIBE’ by The PropheC
By
Gayathri Natarajan
February 13, 2018
February 13, 2018
Saavn, India’s leading audio streaming service, announced the release of Vibe by Canadian Artist, The PropheC, as part of its Artists Originals (AO) initiative.
Vibe is a smooth Punjabi-pop track that went live on Saavn and all global platforms in January 2018. Vibe follows the success of Saavn’s previous AO release, Bom Diggy. Having launched in September of 2017, the track garnered over 28 million streams on Saavn. It also garnered 40 million views across YouTube and other streaming platforms.
Check out the new single here.
[embedyt] https://www.youtube.com/watch?v=JhybXjIfUkA[/embedyt]
Founded in 2007, Saavn is India’s leading digital music streaming service, transforming how people around the world access and experience music on a daily basis. Saavn is currently accessed in over 200 countries and offers 36 Million tracks in 15 languages. The company has 900+ label partnerships and growing, including Universal, Sony, T-Series, Tips, YRF, Saregama, Eros and Warner Music.
Saavn’s Artist Originals (AO) repertoire was launched in February 2017 to empower artists, songwriters and producers from around the world and connect East-West talent and fans. Indian hip-hop star Naezy, Toronto-based DJ Sickick, singer-songwriter Prateek Kuhad, U.K.-based independent artists Zack Knight and Jasmin Walia, and Mumbai-based producer, composer and keys player Sandunes have also launched songs under the Artist Originals program.
Gayathri Natarajan from Loudest had a few questions for the Canadian Artist about his experience with Saavn, the response of Indian music lovers and his journey.
Gayathri: What was the origin of Vibe?
PropheC: The origin of “Vibe” came from me wanting to do something different with my sound and creating something I’d never done before. I wanted to make something bouncy but also have a wavy hip hop feel to it.
Gayathri: How did the idea of collaborating with Saavn Artist Originals materialize?
PropheC: We had been talking to Saavn AO for a few months trying to find the right project to collaborate on. As soon as I completed “Vibe” I sent it over to the team and from there we all felt it was the right track to do.
Gayathri: What is the present experience with the AO release, any personal stories, anecdotes?
PropheC: The experience with AO has been great. In general it has been a lot of open communication and sharing of ideas on how to push the song. Being an independent artist, its been amazing to involve myself with the release and coming up with new and innovative ideas. One of the coolest things we came up with alongside AO was creating a snapchat lens filter with our song.
Gayathri: What is the next tour, schedule of The PropheC in the next couple of months?
PropheC: I’m excited to announce that I’ll be performing in Malaysia, Singapore, Australia and USA within the next few months. We are adding a lot more countries to our tour schedule this year! I also have a lot of projects and collaborations planned for this year. There’s not a lot I can announce at this time. I can tell you that I’ve also started working on my next album which will be releasing later on this year.
Gayathri also spoke to The PropheC about the workings and challenges of Independent artists in India.
Gayathri: What are the major challenges that you have faced in the past, present and expected future as an Independent artist?
PropheC: As an independent artist it has always been a challenge to reach every single outlet with each release. In the past it was difficult to find an audience. But now that I have built a stronger fan base. It is always my goal to reach more and more outlets with each song or album.
Gayathri: As an artist, what is your take on the business of music in India,what do you feel has to change, what is the response of the Indian people, venues, platforms, festivals and other stakeholders to new formats and genres of music?
PropheC: I think the music business has grown a lot in India. One of the main changes I see is the fair compensation of all writers, composers and players on songs. Hopefully things will continue to change. Any person who has worked on song will be able to receive publishing and a share of their contribution.
Follow this link to keep in touch with The PropheC. Maybe you might not have to predict his upcoming music after all! Click Here
In terms of the Indian audience, I feel truly blessed to have the support I have received over the years. A lot of my core fans come from India and have worked hard to spread my music. I never thought that India would accept my music, but every year its astonishing to see the love I have received. I’m looking forward to performing in India very soon! Can’t wait to connect with the fans and see what the live scene there has to offer.
