 "Nokia sets the stage with Nokia Music Theatre")
Nokia may have slashed their Ovi Share service to concentrate on location services, but they have decided not to keep the musical element on the backburner, and the company has now announced the Nokia Music Theatre, which is a platform to discover and nurture musical talent. It provides an opportunity to showcase talent. Nokia Music Theatre is the result of Nokia India teaming up with Peninsula Studios. The Theatre aims to offer 360-degree support to talented musicians across the nation, irrespective of the language, genre and musical form.
Talent hunt
This project was piloted in Rajasthan, two years ago when 17 artistes were handpicked from small towns and villages. This lead to the first music album – ‘Asha – discovery of the Peninsula’ released under the banner of Nokia Music Theatre and was published by Universal Music. The album is also available for download on the Nokia Music Store. About 17 artists were selected from among 700 musicians who represented a diverse array of alternative genres of music, like folk, classical, spiritual, tribal, sufi, thumri, khayal, instrumental and more. The state of Uttar Pradesh is said to be the next stop in ‘Nokia Music Theatre’ that takes off in the Autumn of 2012.
Speaking about the initiative, Viral Oza, Marketing Director, Nokia India, said, “Nokia has a formidable musical legacy – from Nokia Music Store, the largest repository of legal and digital Indian music, to offering DRM free music on our recently launched Nokia Asha series of feature phones – we have built a strong music connect with Indians. India is one of the key markets for our music portfolio and, with the Nokia Music Theatre, we aim to discover the musical talent at the grass root and provide these budding musicians with a platform to nurture and showcase their talent.”
The Peninsula Studios has been set up in the National Capital Region as a center to curate music, facilitate content creation and mentor talent to present the Nokia Music Theatre. It offers a platform to interact with other artistes and also experience recording in a studio in front of a live audience.
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