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 TandonThe 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 stunning Dhvani Bhanushali makes her debut on this platform because we believe in her intrinsic talent and focus. At Music Boutique we are curating this project and play a catalyst role. We are not wanting to dictate the artist on the kind of music they should create. We want them to breathe their music and express themselves and reach out directly to their fans and also enhance their fan base by crossing over. - Shamir Tandom
The 90's had a strong pop music culture co existing with Bollywood music and we hope that our modest attempt will recreate that era of making good music and sophisticated videos. The idea is for the artist to reach out directly to their fans by us supporting them on their audio video creations, deployment and promotions. This will further help artists strengthen their digital presence. - Shamir Tandon
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