AR Rahman launches an initiative to connect Bollywood composers with YouTube talents

Music enthusiasts have something new to look forward to. In a unique initiative, Qyuki, a multi-channel network that creates original digital content, has launched Jammin’, a collaboration between Bollywood’s music composers and YouTube’s music sensations. One can hope that this will provide a much-needed break from the regular music that comes out of the Bollywood stables these days.

AR 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, Raaga Trippin and Mumbai’s Finest 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 over 90 days. The grand finale will be a live concert in Mumbai on 11 November.

Speaking about the initiative, AR Rahman, who is also a co-founder of Qyuki, said to ForbesIndia , “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 music composer shared his excitement to be a part of this platform on his social media account.

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

If Jammin’ works for Qyuki we’ll soon have more such digital content providers attempting this form of collaborations. It may make way for alternative music forms that will not only provide a platform for upcoming singers but also another medium to enjoy audio content for the audience.

Watch the promo of Jammin’ here: