Sony India Adds Vibrant Pink to LinkBuds Fit Noise Cancelling Earbuds Lineup

Sony India today announced a new colour variant, Pink, for its advanced noise cancelling earbuds – LinkBuds Fit to cater to a wider variety of personal styles. These truly wireless noise cancelling earbuds are now available in Green, White, Black & and the newly added Pink variant. Designed for fashion-conscious, trendy listeners, the vibrant shade imparts a fresh perspective to Sony’s audio portfolio, representing a bold statement for users who perceive gadgets as an extension of their persona.

The LinkBuds Fit are equipped with Sony’s Integrated Processor V2 same as the flagship model WF-1000XM5, delivering advanced noise cancellation for an immersive listening experience. The processor optimizes real-time noise reduction, intelligently adapting to surroundings to block out unwanted distractions. Whether in a bustling café or a noisy commute, users can enjoy uninterrupted music. 

These earbuds ensure secure and comfortable fit with Air Fitting Supporters and soft tips. The LinkBuds Fit are crafted for all-day wear, featuring air-fitting supporters and soft earbud tips that provide a snug yet breathable fit. The Fitting Supporters have a tail that is soft and hollow to reduce ear contact and therefore pressure, while the point of attachment is hooked and hard, to prevent accidental dislodging.

In addition,the Sony LinkBuds Fit Earbuds are designed to deliver a secure and supremely comfortable listening experience, featuring Air Fitting Supporters and soft ear tips that ensure a snug fit for all-day wear. Powered by Sony’s Integrated Processor V2 and dual sensors, the earbuds offer real-time Noise Cancellation for immersive sound, while the best-in-class ambient sound mode automatically adapts to the user’s surroundings.

AI-enhanced voice technology enables ultra-clear call quality, even in noisy environments, and High -Resolution Audio ensures exceptional sound clarity and depth. Adding to the seamless experience are intuitive controls such as Quick Access, Auto Play, and Wide Area Tap for effortless, touchless operation. Users can further personalize their listening journey through the new Sound Connect app, which offers enhanced customization options to suit individual preferences.

With this launch, Sony is broadening its appeal among younger audiences and consumers seeking a blend of high-performance technology and expressive design. The new pink colour, in essence, offers a playful yet sophisticated alternative to more classic shades.

Pricing and Availability

The LinkBuds Fit will be available starting 22^nd December 2025 It will be available across Amazon, Flipkart , www.ShopatSC.com , select Sony Centre, Croma and Reliance outlets.

Model	Best buy price (in INR)	Availability	Colors
LinkBuds Fit	Rs. 18,990/-	22nd December 2025	Black, White, Green & Pink

For The Music

Sony established the brand platform "For The Music" for its premier consumer and professional audio products and services. With "For The Music," Sony is affirming itself as the premier audio brand connecting music creators and consumers, aiming to create authentic music experiences and transcend emotion for fans by supporting creator vision over everything.

IIT Study Finds Indian Ragas Sculpt Brain Activity, Boost Focus & Calm

In a landmark fusion of India’s rich musical heritage and cutting-edge neuroscience, a new and recent study led by Prof. Laxmidhar Behera, Director of IIT Mandi, has offered compelling scientific validation for a long-held cultural belief that music can transform the mind, exploring the dynamics of brain microtubules. Published in Frontiers in Human Neuroscience, the study reveals that listening to Indian Classical Ragas can significantly influence brain activity, enhancing attention, emotional regulation, and mental stability.

Conducted in collaboration with IIT Kanpur on 40 participants, the research employed advanced EEG microstate analysis, a real-time brain-mapping technique that captures momentary but meaningful patterns of neural activity. These “microstates,” often lasting just tens of milliseconds, represent the brain’s transient modes of operation such as attention, emotional engagement, or mind-wandering.

Prof. Laxmidhar Behera (far left), Dr. Ashish Gupta (Centre), and  Prof. Braj Bhushan (far right) during the EEG-based music and brain experiment.

What makes this study exceptional is the measurable impact of specific Ragas on these brain states. Raga Darbari, known for its soothing and uplifting qualities, was found to increase attention-related microstates while reducing those associated with mind-wandering, indicating deeper focus and cognitive clarity.

In contrast, Raga Jogiya, a melancholic melody, not only enhanced attentional networks but also activated emotion-regulation microstates, enabling listeners to process emotions with calm and composure. “EEG microstates offer a window into how the brain operates moment by moment,” explained Prof. Behera. “It is remarkable to see how these ancient melodies consistently guide the brain into more stable and focused patterns.” Ashish Gupta, the first author of the study, emphasized that the shifts observed in neural activity were not random. “The data showed repeatable, consistent transitions after exposure to the Ragas, suggesting Indian Classical music can serve as a powerful tool for mental wellness,” he said.

With mental health challenges such as stress, burnout, and attention deficits on the rise, this research points to a culturally resonant, non-invasive alternative. The research team suggests that listening to Raga Darbari before exams or important meetings may improve focus, while Raga Jogiya could help manage emotional overwhelm or grief. The study doesn’t just underscore how people feel in response to music, it demonstrates how the brain structurally responds, offering new potential for music-based interventions in cognitive and emotional health. Professor Braj Bhushan of IIT Kanpur, co-author of the study, remarked, “This work reveals the remarkable capacity of Indian Classical music to engage cognitive and emotional systems. It opens a new path for developing personalized, music-based mental health support tools rooted in India’s cultural wisdom.”

In a further affirmation of the findings, the research team conducted a parallel study on Western participants, which confirmed similar effects of classical music on brain microstates. This cross-cultural consistency highlights the universal neurological power of classical music. Both studies, co-authored by Dr. Ashish Gupta, Mr. Chandan Kumar Srivastava, Prof. Braj Bhushan, and Prof. Laxmidhar Behera, have been published in Frontiers in Human Neuroscience.

In doing so, they contribute not only to the scientific understanding of music’s influence on the brain, but also to a growing movement that harmonizes ancient traditions with modern science reminding us that the future of mental well-being may well lie in the timeless strains of the past.

Zebronics Introduces Zeb-StudioXOne, an Entertainment Machine for Musicians and Karaoke Performers

Zebronics, India’s trailblazer in Sound Systems, Audio, Lifestyle gadgets, is thrilled to unveil the Zeb-StudioXOne, a ground-breaking Audio system that combines superior sound performance with unmatched versatility. This first-of-its-kind speaker boasts a built-in power bank, setting a new standard in portable entertainment.

Designed for today’s dynamic lifestyles, the Zeb-StudioXOne is the answer to modern-day party challenges and redefines the very idea of portability. With an astounding 240W RMS output, this powerhouse delivers crystal-clear audio for up to 11 hours* on a single charge. But that’s not all—its 45W rapid charging ensures you’re always ready to roll & keep the party alive. (*at 50% volume).

Zebronics X One

Packed with features like dual wireless UHF microphones, voice change modes, and internal recording, the Zeb-StudioXOne is a delight for performers and party-goers alike. Musicians will appreciate its XLR/TRS combo guitar & microphone inputs, while DJs and event hosts will love the dedicated control knobs and RGB LED modes to create an unforgettable vibe. Mount it on a tripod or carry it with its handy strap—this speaker is your all-in-one entertainment solution.

With a plethora of options like BT v5.3, USB, Type-C OTG, AUX IN/OUT, the Zeb-StudioXOne ensures you stay connected in any scenario. From karaoke sessions to live streaming using the OTG feature, it’s designed to do it all. The speaker includes a remote control and an LED display, offering intuitive navigation through its myriad features. For private listening, simply connect your headphones through the headphone-out port. Additionally, its TWS function allows pairing with another Zeb-StudioXOne for a mesmerizing stereo experience.

In a first for speakers, the Zeb-StudioXOne comes equipped with a built-in power bank, enabling you to charge your devices on the go. Whether it’s your smartphone, tablet, or accessories, you’ll never have to worry about running out of power during those extended events or road trips.

The Zeb-StudioXOne has a robust build that ensures durability while its sleek design exudes style. With four RGB LED modes to set the mood, it’s perfect for both intimate gatherings and grand celebrations.

“The launch of our Zeb-StudioXOne, a first-of-its-kind speaker with an in-built power bank and a multitude of features that caters to every user’s needs; underscores our disposition of bringing innovation crafted with excellence – both in terms of functional repertoire and aesthetics. As we continue our mission of delivering ‘Premium for Masses’ Zebronics remains dedicated to crafting products that bring innovation within reach of everyone. This is another step forward in our relentless pursuit of excellence, staying true to our motto of being ‘Always Ahead’.” – said Mr. Pradeep Doshi, Director & Co-Founder of Zebronics.

Availability

The Zeb-StudioXOne will be available on Amazon, at an introductory price of ₹ 34,999.

ABOUT ZEBRONICS

A journey that started 27 years ago, Zebronics has evolved into a brand synonymous with innovation, trust & a perfect blend of impeccable quality and style for the masses. As a leading Indian brand in IT Hardware & Peripherals, Audio, Home Entertainment, Lifestyle Accessories & Consumer Electronics, Zebronics remains steadfast in its commitment to redefining the tech landscape with its ‘Premium forMasses’ philosophy. This vision is anchored in three core pillars: Excellence, Quality, and Reliability. With numerous milestones already achieved, the next chapter of Zebronics will focus on strengthening local manufacturing and promoting ‘Made in India’ products, a key initiative that will ensure the brand stays ‘Always Ahead’.

Meta Unveils AudioCraft, A New Generative AI for Audio and Music

Meta, the parent of Facebook, has just unveiled 'AudioCraft', a new family of generative Al models built for generating high-quality, realistic audio & music from text.

AudioCraft lets one easily generate high-quality audio and music from text.

With this, Meta is open-sourcing three models of AudioCraft — MusicGen, AudioGen and EnCodec. MusicGen was trained with Meta-owned and specifically licensed music and it generates music from text prompts, while AudioGen was trained on public sound effects and generates audio from text prompts.

By open-sourcing these models, Meta is giving researchers and practitioners access so they can train their own models with their own datasets for the first time, and help advance the field of AI-generated audio and music. 

Sample AudioCraft Generated Music —

AudioCraft is a single code base that works for music, sound, compression & generation - all in the same place. It consists of three models: MusicGen, AudioGen and EnCodec. Today's release builds on our previous release of MusicGen with an improved version of our EnCodec decoder enabling higher quality music generation with fewer artifacts + pre-trained AudioGen models which can generate environmental sounds and sound effects.

Meta in a statement said, "As part of our continued investment in an open approach to today's Al, the models are available for research purposes so that researchers and practitioners can train their own models with their own datasets for the first time and help advance the state of the art. We can't wait to see what people create with AudioCraft."

The AudioCraft family of models are capable of producing high-quality audio with long-term consistency, and they’re easy to use.

Earlier this year, Google's holding firm Alphabet Inc too unveiled its own experimental audio generating AI tool called MusicLM.

Meanwhile, Artists and industry experts have raised concerns over copyright violations, as these generative AI tools used machine learning software which work by recognizing and replicating patterns from music/data scraped from the web.

S. Korea's EveR 6 Becomes World's 1st Robotic Orchestra Conductor

EveR 6, a robot conductor, led a practice session of the Korean National Orchestra at the National Theater of Korea in central Seoul on Monday of last week.

Later on Friday evening, the android robot took the conductor's podium in Seoul to lead a performance by South Korea's national orchestra, marking the first such attempt in the country, reported news agency Reuters.

Leading two of the five musical compositions by itself and another one with a human conductor, the robot, with a humanoid face, first bowed to the audience and started waving its arms to control the tempo of the live show.

EveR 6 was developed by the Korea Institute of Industrial Technology and is now touted as the world's first robotic orchestra conductor.

The 1.8-meter and two-handed EveR 6 robot guided more than 60 musicians of the National Orchestra of Korea who were playing traditional Korean instruments.

Ironically, EveR 6's critical weakness is that it cannot listen.

Citing Lee Young-ju, an audience member who studies traditional Korean music, the Reuters report further said that "the robot's moves, though impeccable in keeping the rhythm, lacked "breath" - or the ability to keep the orchestra ready to engage collectively and instantly - which he said was essential in performance". "It seemed there was some work to be done for the robot to do the job," Lee said.

All images from — National Theater of Korea@Twitter

India’s 1st Regional and Independent Music Streaming App Damroo Raises Funding from Marwari Catalysts, Dr. Kumar Vishwas and Others

India’s first regional and independent music streaming platform Damroo on Monday announced that it has raised an undisclosed amount in seed round funding. The round was led by a host of marquee investors, including Marwari Catalysts, one of India's fastest growing startup accelerators and popular poet-litterateur Dr. Kumar Vishvas. The early-funding round also saw the participation of revered Jagadguru Nimbarkacharya Shriji Maharaj, along with corporate leader Umed Singh Rao and Ratnawali Singh. The company has declared that it envisions leveraging the fresh capital towards Platform upgradation & performance, Branding & promotion, User acquisition & retention, Content creation and Team building & structuring.

“Despite the entertainment and music industries scaling fresh heights, there is persistent struggle among independent talents in our country. While they are deprived of a level-playing field due to streaming giants’ populist approach, regional audience too, which is buzzing with aspirations and resources, remains very poorly served. In other words, as I always say -the richest Bharat is poorly served, and we are here to fill this void. We are encouraged by the faith shown in Damroo by all investors” said Ram Mishra, Founder and Managing Director of Damroo.

Ram Mishra, Founder and Managing Director of Damroo

Sushil Sharma, Founder of Marwari Catalysts, a startup accelerator with 60+ portfolio startup, added, “We have been instrumental in the growth of country’s D2C space by strengthening startups with products built by Bharat, for Bharat. We relate with Damroo’s ethos to cater specifically to artists, audience and brands/businesses alike in the regional and vernacular space. Mr Ram’s diverse and rich experience of 20 years in the Indian music industry further ticks the critical founder-business fit aspect. Furthermore, this investment is a manifestation of our undeterred zeal to support home grown brands amid the prevailing competitive scenario.”

Noted poet, author and litterateur Dr. Kumar Vishvas also spoke on the occasion, highlighting the need to promote and support talent on the grassroots. “India has always been identified as a culturally vibrant land that is home to innumerable great artists. No matter which part of the country you hail from, no matter what your mother tongue is, music is probably in the blood of every Indian. It is a matter of enormous satisfaction to back a platform where regional artists, music lovers and localised businesses across linguistic boundaries get access to exactly what they seek.”

Damroo intends to foster a 360 degree ecosystem for regional &independent artists, wherein they can earn, grow and own copyright of their music in a most transparent environment. Home to diverse musical genres, including folk, classical, devotional, contemporary etc, Damroo India is also functional in the domain of Sync License Rights. With the regional music industry currently holding over 40% of the Indian music market share, Damroo has swiftly emerged as a game changer for scores of talented artists and localised businesses in the remotest parts of the country.

NPCI Partners with Badshah to Release a New Rap Anthem ‘Life Hai Wow’

NPCI worked with YAAP - a super specialized content company that collaborated with Badshah to develop the song that is all set to sweep the nation!

National Payments Corporation of India (NPCI) has partnered with the Indian rap icon Badshah to curate a song to promote the UPI AUTOPAY feature. The rap anthem ‘Life Hai Wow’ is inspired by the company’s overarching mission of helping improve people’s lives with innovative payment solutions. The campaign is an extension of NPCI’s long-standing UPI Chalega campaign which has already featured stars like Virat Kohli, Ranveer Singh, Jacqueline Fernandez, Dulquer Salmaan, and many more.

Rajeeth Pillai, Chief Relationship Management and Marketing at NPCI said, “We are absolutely delighted to collaborate with India’s leading rap icon Badshah to amplify the reach of UPI AUTOPAY feature. We believe UPI AUTOPAY to be a game-changer as it brings in business efficiency for merchants across categories and provides maximum convenience to consumers for their recurring payments. This campaign is the natural next step for us to reach our audiences and impact as many lives as possible.”

The song is available to stream across YouTube and all popular music streaming platforms including Spotify and Apple music. The song was conceptualized and created by YAAP, a specialized content company in collaboration with Badshah.

“UPI AUTOPAY is a revolutionary feature that’s here to change the game and it was important to us we talk about it in a way that gets people excited! Collaborating with the musical talent of Badshah’s caliber really elevated the creative development process and made this project an absolute treat to put together!” said Manan Kapur, Senior Partner at YAAP.

With UPI AUTOPAY, customers can set auto-debit mandates for everything from utility bills to mobile recharge and even financial investments, and make their life truly wow. Customers can generate mandates in real-time and payments will get deducted automatically on the authorised date irrespective of the payment frequency - onetime, daily, weekly, fortnightly, monthly, bi-monthly, quarterly, half-yearly, or yearly. They can also create, modify, pause as well as revoke auto-debit mandates per their requirements.

Anthem Link: https://youtu.be/HvCGvhxZbRQ

About YAAP

YAAP is a new-age, specialized content company that brings together technology, data and content to deliver high quality creative solutions. YAAP has a presence in 7 cities across 3 different countries and has worked with likes of the NPCI, Visit Dubai, SBI Cards, Coca Cola, Digital India, NITI Aayog, ITC Hotels, MPL & MPL among others.

Online Music Education Startup Spardha Raises Rs.8 Cr in Pre-series A2 Led by IPV

• Spardha is Pune based Digital Training Platform in Online Music & Performing Arts Education.
• The funds raised will be utilized in expanding sales and operation teams along with product upgrade.
• This is IPV’s 2nd round of investment in Spardha.
• Funds will also be spent on brand building & marketing.
• IPV has so far invested over Rs. 400 Cr across 120+ deals.

A unique digital training platform in online music & performing arts, Spardha has raised Rs 8 crore in a Pre-Series A2 round led by Inflection Point Ventures. The round also saw participation from Mumbai Angels & We Founder Circle. The funds raised will be utilized for hiring across sales and operation along with product upgrade. The Company will also be spending funds on brand building & marketing to further expand its presence in the global market.

Ankur Mittal, Co-Founder, Inflection Point Ventures says, “Music has always been a therapeutic tool with multiple health and mental benefits such as enabling creativity, productivity, enhancing concentration, relieving stress and much more. Spardha with its digital training platform has been successful in catering to the need of music loving audiences across age groups starting as early as 5 for beginners to advanced levels of any age. Their futuristic system enables personalized musical journeys for students and trainers in a seamless classroom experience virtually thus effectively bridging the gap of availability, safety and convenience.

He further added, “Spardha with its curated curriculum, certified Trainers & state-of-the-art technology is expanding rapidly, not only in India but also in the international markets and IPV aims to further extend their support to help them achieve their goals”.

Spardha is a digital training platform that leverages curated curriculum, certified Trainers & cutting-edge technology to offer personalized trainer-assisted online lessons to learners. Founders Saurabh Srivastav, Amrita Srivastav & Rikhil Jain have a mission to contribute in the holistic development of millions of students and thousands of trainers globally through this platform. Spardha uses a proprietary system to hire, up skill and manage teachers professionally. This system also enables personalized musical journeys for different student personas in a seamless classroom experience virtually. Spardha is rapidly expanding to the US, UK, Australia, Canada & UAE. They have also increased their revenue by 10x in the last 14 months.

Saurabh Srivastav, Founder & CEO, Spardha shares “In my last 12-month journey with IPV, we received seamless support across various critical functions like Branding, Marketing, Product Development and Execution from IPV. IPV has successfully developed an eco-system where an early-stage startup like Spardha can not only get funded but can also get all required support to achieve its goals. I feel blessed to be a part of IPV. If your concept is powerful & if you are committed to make it a success, you will get all required support at IPV to make it a reality. I would like to thank Team IPV for helping Spardha grow manifold & to expand globally in the last 12 months.”

Spardha has registered around 400+ freelancer teachers in India to support its global delivery model. The industry has a huge untapped potential where the TAM (Total Addressable Market) is estimated to rise to USD 75 billion by 2025. The sector is growing globally at 18.68% CAGR b/n 2021-2026.

About Spardha

Spardha was founded by Saurabh Srivastav, Amrita Srivastav & Rikhil Jain in 2016. Spardha is building unique curated curriculums for different student personas, proprietary system to develop professional teachers at scale & personalized musical journeys for every student. They have designed a unique digital ecosystem where students can not only learn music but also can practice, perform, compete, collaborate and compose music all at one place. It’s an amazing platform to showcase one’s singing & musical talent, mentored by professional trainers, with a merit focused curriculum and step by step reporting of the progress made by the student while learning music.

About Inflection Point Ventures

Inflection Point Ventures is an angel investing platform with over 7000 CXOs, HNIs and Professionals to together invest in startups. The firm supports new-age entrepreneurs by providing them monetary & experiential capital and connecting them with a diverse group of investors.

RoundGlass Living App Launches Music for Wellbeing Channel

Business Wire India

RoundGlass, a global Wholistic Wellbeing company dedicated to empowering people on their personal wellness journey, brings together the science of sound and the healing power of music with the official launch of its Music for Wellbeing channel on the RoundGlass Living app.
 
Music for Wellbeing was created to enhance the app’s immersive meditation experience, inspiring and helping users on their personal journey to Wholistic Wellbeing with a diverse and serene palette of music and soundscapes. Music is integral to many of the pillars of Wholistic Wellness including mental, physical, social, spiritual, and community. It has the capability to be the soundtrack to everything from yoga and fitness to meditation, rituals or ceremonies. Scientific journals* even speak to specific sounds having the ability to target disruptions in the body such as inflammation, stress and anxiety. Music’s vibrational form supports our lifeforce. We are Holistic Wellbeing.
 
For the new channel, RoundGlass tapped mega-producer Jerry Wonda, singer-songwriter and designer Amrita Sen, and BAFTA Award-winning videogame and soundtrack musicians to compose longform meditation creations. These original compositions take listeners on a transformative sonic journey. Each composer brings their distinctive genres with influences from all over the world. Amrita serves as the lead of the channel in collaboration with RoundGlass’ Global Head of Mental Health & Wellbeing Prakriti Poddar.

What is Music for Wellbeing?

This channel features a series of original compositions, licensed music, and sound content accessible at various levels depending on the listeners’ needs and habits. The levels include:

• RoundGlass Living offers a free membership level which contains a combination of original and licensed songs. 
• RoundGlass Living+, the paid membership level, offers premium content for listeners seeking a deeper experience that guides them on a journey through musical stories and scientific-based compositions. 
• RoundGlass on YouTube provides listeners with an audio and visual experience through moving art by designer Amrita Sen.

 
*Numerous studies have shown that listening to music can improve physical, mental, and emotional wellbeing. (Healthline)
 
For more information and membership pricing, visit RoundGlass at Living.RoundGlass.com or follow on Instagram, Twitter, Facebook, and LinkedIn. Subscribe on YouTube. Download the app in AppStore or GooglePlay.

For A New NFT Platform that Supports India’s Independent Music Community, HBAR Foundation Partners with A.R. Rahman

Featuring Exclusive First NFT Drop From

Oscar and Grammy-Winning Composer A.R. Rahman

The HBAR Foundation today announced a partnership with Indian composer, producer and musician A.R. Rahman, to create content for a new NFT music platform focused on India’s independent music community. The HBAR Foundation is providing a grant and organizational support for development and growth of the NFT platform, scheduled to launch in the first quarter of 2022.

As part of the launch, A.R. Rahman will release his first-ever NFT drop, with portions of the proceeds going to charity. Mr. Rahman is best known for his Oscar-winning “Slumdog Millionaire” soundtrack, and has also won two Grammy Awards and a Golden Globe.

“We’re excited to partner with HBAR Foundation to create content, as well as support and mentor the new NFT platform, which in turn will bring more opportunities to the Indian music community,” said Mr. Rahman. “The new platform will enable independent musical artists to release content as NFTs, interact with fans, engage with their communities and help monetize their creations.”

Among a growing number of organizations, Hedera Hashgraph has been selected for NFT offerings, as Hedera has the industry’s most decentralized and transparent governance model, led by the Hedera Governing Council, ensuring reliability of the network. Furthermore, Hedera offers 10,000 transactions per second, boasts low and predictable transaction fees, real-time settlement, and sustainable energy consumption due to its eco-friendly proof-of-stake consensus.

“The HBAR Foundation is proud to support innovative projects across the globe, and our strategic partnership with A.R. Rahman provides tremendous value to the HBAR

ecosystem with its focus on the large and vibrant music community in India,” said Shayne Higdon, Executive Director & CEO at the HBAR Foundation.

“We are excited to be a part of this maiden journey of AR Rahman into the world of NFTs and it is an important step reflecting our commitment to build the blockchain ecosystem in India. This partnership reiterates our mission to collaborate with the best and expand the ecosystem in the region,” mentioned Vignesh Raja, Director - Business Development (Middle East and South Asia), HBAR Foundation.

About the HBAR Foundation

Founded in 2021, the HBAR Foundation fuels the development of the Hedera ecosystem by providing grants and other resources to developers, startups and organizations that seek to launch decentralized applications in DeFi, NFTs, CBDCs, ESGs, gaming and other sectors. In addition to providing funding through a streamlined grant process, the HBAR Foundation acts as an integrated force multiplier through expert support across technical, marketing, business development and other operational functions that are required to scale. Since launching in 2018, the public network has processed over 2 billion transactions generated by real-world applications. For additional information, please visit https://hbarfoundation.org/ or follow the Foundation on Twitter @HBAR_foundation.

About A.R. Rahman

A. R. Rahman is an Indian composer, singer-songwriter, music producer, musician, multi-instrumentalist and philanthropist. One of the world's all-time top-selling recording artists, he has to his name two Academy Awards, two Grammy Awards, a BAFTA Award, a Golden Globe, four National Film Awards, fifteen Filmfare Awards and thirteen Filmfare Awards South in addition to numerous other awards and nominations. 

Recently, Rahman made his foray into filmmaking with two projects – ‘99 Songs,’ a film he’s produced and co-written and ‘Le Musk,’ a virtual reality movie, which marks his directorial debut. He recently co-founded the Firdaus Orchestra, an all-women ensemble comprising talent from the Arab world, and he’s working on a musical with BAFTA Award-winning filmmaker Shekhar Kapur for the world’s largest projection dome, the Al Wasl. He also founded the KM Music Conservatory in 2008 to nurture western and Hindustani music in India. Rahman’s latest music projects include the acclaimed soundtracks of ‘Atrangi Re’ and ‘Dil Bechara.’ He is a notable humanitarian and philanthropist, donating and raising money for beneficial causes and supporting charities. He also founded the A.R. Rahman Foundation in 2006 to support music education, artists and the underserved.

Best True Wireless Stereo (TWS) Noise-Cancelling Earbuds for Music Lover

Who does not fancy a true wireless audio experience in the most compact form? The idea of having a constant buddy in an earbud is actually one of the most comforting experience one can buy for self. Never mind if it's watching your favourite show, walking, taking a call or listening to music, it is always better when cord free. If you are yet to experience the ease of living that comes with this little change, here's a list of five affordable earbuds powered with latest noise cancellation technology that you can spend a few rupee on.

JBL C115

One of the leading names in audio, JBL offers C115, true wireless earbuds is perfect for those who extended hours of usage. The earbuds come with a poweful battery offering 21 hours playtime on a full charge. It has 5.8mm drivers for pristine sound quality with undistorted natural bass even when at its loudest. The best part, you get three sizes of ergonomically designed eartips to choose from while the noise cancelling earbud is powered with latest Bluetooth 5 technology for instant connection. It has both mono and stereo modes and you can activate voice assistance as well. A reduced latency, enabled by its virtue of transmitting sound to both buds simultaneously, ensures an immersive video viewing.

ZOOOK Rocker Twins

One of the most economically priced earbuds with latest noise cancellation technology, ZOOOK Rocker Twins are powered with latest Bluetooth 5.0 technology and compatible with both android and ios devices with 10-metre range. Equipped with an in-built microphone, the buds also offer voice assistant support. Following a charge for just one hour, it offers at least 10 hours of playtime and its power saving mode allows a standby time of 100 hours. Its charging case has a capacity of 500mAh. Available in gold and silver colour variants, the earbuds are sweat, dust and water resistant.

Crossbeats EPIC

One of the latest offerings in the market by Indian audio and wearable brand Crossbeats, EPIC is powered with a hybrid active noise cancellation technology along with three noise cancelling modes. Engineered to pair instantly, the earbuds have industry leading 13mm drivers and boast as many as six microphones. The touch enabled stem control allows you to shuffle the playlist or take a call without any hassles. Offering a playtime of at least 24 hours, EPIC has a unique curved ergonomic design for true comfort while using.

boAt Airdopes 441 Pro

Airdopes 441 Pro true wireless stereo earbuds, powered with IWP technology, comes with a whopping 2600mAh carry case that ensures a backup of up to nearly 150 hours. The earbuds are powered with capacitive touch control IPX7 certification make them sweat, splash and water resistant. Equipped with android as well as IOS phone control, Airdopes 441 Pro is extremely light weighted. It has an in-built power bank function and a type-C charging port.

Realme Buds Air Pro

While these earbud are equipped with active noise cancellation up to 35db, there is also a unique transparency mode wherein you can listen to your surroundings while listening to music or any other activity. It also comes with a gaming mode wherein the latency is reduced to just 94 ms. The total playback time offered by realme Buds Air Pro is 25 hours and providing a true stereo experience is its large 10 mm bast boosting driver unit. The music is automatically paused when the buds or out of the ears and there's dual microphone laced with powerful noise reduction.

Wishes and Blessings NGO Organizes Fundraising Concert to Support Qawwals under Covid Relief

The virtual concert will be hosted on BookMyShow and has been supported by BookASmile, in association with BigFM.

New Delhi, July 26, 2021: In its commitment to reach out to those in need, Delhi-based NGO, Wishes and Blessings, is supporting the internationally renowned Qawwali troupe, Niazi Brothers, a troupe that has been drastically affected due to the ongoing Covid-19 pandemic, by way of a fundraising musical concert.

The event, called Jashn-E-Qawwali, which is a celebration of the art of Qawwals, is scheduled for 31 July 2021, from 7:00 pm to 8:00 pm. The show will be streamed on BookMyShow, India’s leading entertainment destination and its charity initiative BookASmile will graciously support the fundraiser by matching the amount raised through the sale of tickets (conditions apply). The official Radio Partner for the event is India's leading Radio Channel, 92.7 BigFM. The tickets to this show are on sale for Rs. 399/- only. This concert is a part of the efforts of Wishes and Blessings to provide relief to all those in need.

Lead Artist, Shahid Niazi (in black) with his troupe member, Niazi Brothers

 
Shahid Niazi was born into the renowned musical family of Rampur Gharana of Qawwali in the district of Rampur (U.P)- India. His father late Ustad Ghulam Abid Niazi who himself was a very famous Qawwali Singer and a highly reputed artist in his field, is still remembered till date with the same honour and respect. Mr. Shahid and his troupe, Niazi Brothers, exhibit an extraordinary talent for versatile singing such as Qawwali, Naat, Ghazals, Bhajan, Geet, Folk etc. They never forget to send a message of brotherhood and peace through their singing."

The Corona virus outbreak has affected many lives. One such section comprises of artists as well as artisans, who survive on events and concerts. Due to the lockdown, such events are not allowed, and they have no other means to support themselves. We were approached by the Niazi Brothers, and we at Wishes and Blessings never say no to help anyone in need, and hence it is our pleasure to organize a fundraising concert for this talented group of musicians." says Dr. Geetanjali Chopra, Founder, and President, Wishes and Blessings.

"We as artists were really struggling because of the pandemic and subsequent lockdowns. We reached out to Wishes and Blessings NGO for support, and they kindly agreed to come forward and help us by organizing this concert. We are glad that through this opportunity, we can be a voice for many artists who suffered in these dark times. We are grateful for this support!" says Shahid Niazi, Lead Artist, Niazi Brothers.

Farzana Cama Balpande, Head – BookASmile says, “With the entertainment industry being one of the worst hit, performing artists across the board have been adversely impacted and aiding them while holding up the survival of the arts has been a priority for us at BookASmile. We are only too glad to be able to lend our support to the Niazi Brothers in partnership with like-minded organisations like Wishes and Blessings".

The musical community has provided a safe space to all those suffering due to the pandemic. The NGO describes Jashn-E-Qawwali as an opportunity for the very same people to give back to those who have helped them. All funds raised will be utilized to aid the Niazi Brothers, the musician community residing in Rampur, Uttar Pradesh as well as to fund the overall Covid Relief Project executed by Wishes and Blessings.

The Wishes and Blessings Covid Relief Project was officially launched on day 1 of the lockdown i.e. 25th March 2020 and provided relief and aid in 7 states across India. Since then, the team has served over 20,00,000 meals, distributed 70,000+ dry ration kits, and provided 23,000+ hygiene kits to the beneficiaries. Wishes and Blessings had launched the WB Ambulances for Covid Relief Project in August 2020 wherein free transport was provided to the underprivileged to reach treatment centers and execute tests in quarantine zones. Currently, the Covid Relief Project is active in 4 states- Bihar, Delhi, Jharkhand, and West Bengal, and aims at fulfilling immediate and long-term requirements of the needy and destitute affected by the Covid-19 crisis.

Wishes and Blessings

Wishes and Blessings is a registered NGO based in Delhi, with a presence in Assam, Jharkhand, Tamil Nadu, and West Bengal. Set up under the aegis of Dr. Geetanjali Chopra in 2014, the organization cuts across the spectrum of gender and age to help those who need it. The NGO is a unique platform to connect donors and beneficiaries and bring together those blessed to help those who have unfulfilled wishes. They believe that happiness is not just an end, but a means to an end as well, and therefore do not have one focus area but 6 causes among which are education, nutrition, care for elders, relief, customizable charity, and the overall cause of happiness.

Singer and Performer Purva Mantri Rank Amongst the Finalist At IPML

The wait is over! The Indian Music Pro League is at its last curve and Purva Mantri has yet again dazzled the stage time in again with her performances and made a space for herself in the finals.

Today with her unique voice, her flamboyant looks, and her quirkiness she has definitely created a space in not over a million hearts but also as one of the top finalists on the show. From the very beginning, she has been curating interesting styles and giving a twist to her music for the audience to have a glimpse of her versatility. Her hard work and dedication have paid off with flying colors.

Under the captaincy of Kailash Kher and singing alongside some of the biggest legends of music like Shaan, Mika Singh, Javed Ali, and many others. She has proven to be a star. As the days come closer to the finals, she works even harder and does her practices and riyaz even more.

Purva Mantri

Speaking about winning this milestone, singer, and performer Purva Mantri shares -

I am extremely elated with the response I have received and this victory means a lot to me. It’s the hard work and encouragement of my parents along with my perseverance and passion for music that has got me to where I am. When I sing I give my soul to music and I am sure my audience and my followers see that. I thank each one who has given me all the love and appreciation and I promise to work even harder and motivate myself to give everyone the best of me.

 

Social Music Platform Humit Raises Pre-Seed Funding from Antler India

The startup aims to reinvent music sharing and discovery by leveraging community and social tastemaking.

Humit, a social music app, has raised a pre-seed round of funding led by Antler India. Humit is reimagining the way people discover, share and express themselves with their taste in music. It makes engaging with music a social-first experience by letting users share the most powerful moments from their favourite songs, create micro-communities and engage with fellow music lovers in completely new ways. 

Unlike traditional streaming platforms that use algorithms to serve up recommendations, Humit relies on a community-driven approach where music is discovered and shared on user moderated channels called ‘stations’. The platform is currently home to 500+ stations created by users across 42 countries.

Founded in 2020 by BITS Pilani graduates and music lovers Rohit Ganapathy, Prithvi Sankar and Ishaan Negi, the idea of Humit took shape after the trio realised that existing social platforms used for sharing music were not ideal for audio consumption. Humit provides an audio-focused social media experience for Spotify users, with integrations across Apple Music, YouTube Music and SoundCloud currently in the works.

Rohit Ganapathy, Co-founder and Head of Product, Humit, said --

Music has an intrinsically social aspect to it. In fact, one’s taste in music is often considered brag-worthy. However, no product has yet been able to truly complete the feedback loop for social sharing of music. With Humit, we are decoding the nuances of sharing music recommendations with a friend, and what it means to be able to express yourself through your taste in music. This is a core desire, and what we believe will scale globally. A shared taste in music is known to be one of the best icebreakers and we are working on designing unique experiences around this.

The app for music lovers is getting traction in India, US and other global markets. Prithvi Sankar, Co-founder, Humit, said, “We are working on clever design and tech interventions that can lead to serendipitous ways of discovering some great music. We have several examples of super fans and folks who’ve never met each other before, building cross-border friendships by discovering each other’s music stations. This is truly rewarding to see, and tells us we are onto something special.”

Humit’s pre-seed round was led by Antler, with co-investments from First Cheque led by Farooq Adam (Co-founder, Fynd), and angels such as Alagu Periyannan (CTO, Bluejeans), Sarath Sura (Co-founder, Sierra Atlantic), Ankit Mathuria (CTO at Oyo Rooms), Shivakumar Ganesan (Co-founder, Exotel), Gajendra Jangid (Co-founder, CARS24), Kshitij Khandelwal (Co-founder, Pixxel) among others.

Rajiv Srivatsa, Partner at Antler, added: “Indian techpreneurs are ‘building in India, for the world’, which we believe will be one of the biggest trends to watch. Humit is pushing boundaries, and setting up new social constructs around music that has the potential to change consumer behaviour and create a new category where none existed before.”

Earlier this year, global early-stage VC firm Antler announced a full-fledged launch in India. Antler is one of the fastest growing VC firms in the world and plans to deploy $100M in 100+ Indian startups over the next 3 years.

About Antler:

Antler is a global early-stage venture capital firm that invests in the defining technology companies of tomorrow. The firm has offices globally across most major entrepreneurial hubs, including in London, Berlin, Stockholm, New York, Singapore and Sydney.

Founded in Singapore in 2017, Antler is on a mission to fundamentally improve the world by enabling and investing in the world's most exceptional people, by supporting the teams with deep business model validation and providing a global platform for scaling. To date, Antler has invested in over 300 companies globally across 30 different industries. Of these companies, 40% have at least one female co-founder, and the founders represent 70 nationalities.

Rajiv Srivatsa and Nitin Sharma are Partners at Antler India, and Co-founders for the Antler India Fund.

Bluei Unveils ECHO 3 A Truly Wireless Neckband for an elevated Music Experience

Bluei is an innovative and tech-driven brand that puts the hottest mobile accessories in the hands of Indian consumers

Bluei announces its newest Wireless Neckband ‘ECHO3’. The flexi neckband is designed lightweight, shockproof and dust residence, folds easily, to be kept in the bag when not in use. Bluei ECHO 3 is a modern gadget that is popular among a wide audience. It combines features of a neckband for true HD sound with deep bass, a music transfer, and hands-free function via Bluetooth 5.0. Bluei offers voice activated dialing feature in ECHO 3 sports headset for their buyers.

This innovative gadget is part of the Bluei product range and ECHO 3 is a wireless neck gadget that provides an HD sound experience with a full-range speaker on both sides of the neck and has flexible silicone housing for comfort. The headphones combine convenience with impressive battery life. So, people can enjoy music and make phone calls easily, even when walking, running, or doing a workout. The most advanced bluetooth 5.0 provides a stable connection range up to 10 meters with customers' bluetooth devices and a 200 mAh rechargeable battery which gives 10 hrs playtime and devices takes less than one hour to charge the battery. ECHO 3 is a light-weight gadget and very comfortable to wear for longer time periods of usage, making the system perfect for work, play, and leisure time activities.

On the launch of the Bluei ECHO3, Sales Director says, “Bluei ECHO 3 is designed with immersive high definition sound quality to add music to one’s daily routine in a seamless manner, enhancing the user experience like none other. Its clear and pleasing sound will give users a soul-soothing music experience” said, Akhilesh Chopra, Sale Director at Bluei. “We at Bluei keep the improvements and transformations on a continuous process. We have bundled all the qualities which one looks for, at a very competitive price point. We are confident that the product will strike the right chord with Indian users. Be it travel, office, or play, it is engineered impeccably to give the finest possible user experience designed for all-purpose.”

Bluei ECHO 3 has several options for different audiences, customers, and age groups. As a hands-free gadget, the Bluei ECHO 3 takes the pressure off people's heads allowing them to enjoy music and to answer calls at all times. Moreover, this smart device can resist a sustained, low-pressure water jet spray, so there is no need to worry about bad weather situations, or in case the users accidentally drop their headphones into water basins or sinks, or into puddles. The customers will certainly also enjoy the sports and gaming option- two built-in high quality enhanced full-range speakers for a clear sound.

The retail price of the product is 1849 INR and comes with 6 months warranty.

About Bluei:

Bluei established in 2009 under the leadership of Mr. Rejesh Chopra Managing Director of Bluei. We aspire to be the largest mobile gadgets technology Sales & Distribution Company. Because our customers’ needs are ever-changing, we recognize the value of looking towards and keeping pace with the future. Our goal is to enrich our customers’ personal lifestyle with innovation, technology advancements, and services of superior quality.

We strive to make sales and profitability opportunities for vendors and resellers through innovative products, unique marketing strategies, technical support, and distribution & prompt after-sales service while being mindful of our social and ethical responsibilities. Our users can have an array of products from the latest and unique flagship of Bluei gadgets and our products are a perfect blend of innovative technology, unique design, and competitive price. We are loyal to serve with the best in quality and innovative products and our key focus is on using creative designs, high-quality reliable components with smooth exteriors.

Soundtrap Launches ‘Soundtrap Capture,’ New Music App for Collaborative, On-the-Go Recording

New user-friendly tool lets creators collaborate in real time and record high-quality audio whenever and wherever inspiration strikes

Soundtrap launched Soundtrap Capture, a collaborative mobile app for on-the-go music capture and creation. Built with musicians and artists in mind, the new app is an interactive, user-friendly tool that lets creators collaborate in real time, and record high-quality audio whenever and wherever inspiration strikes. Starting today, Soundtrap Capture is available globally to download for free on the iOS App Store.

“This new app is all about capturing creativity whenever, and wherever it strikes. Whether it’s walking down the street, sitting in a cafe or jamming in the studio - the Soundtrap Capture app lets artists collaborate and create right there in the moment.” - Per Emanuelsson, Director of Soundtrap at Spotify.

Soundtrap empowers high-quality collaborative music-making for people around the world, giving creators the opportunity to jam in one place - see who’s recording, vibe to ideas and discuss and react to them in real time. With the Soundtrap Capture app, turning concepts into songs has never been easier.

Developed in conjunction with artists, Soundtrap Capture is an artist-oriented experience focused on the very first step of the music creation process: the concept. It’s this early stage of the creative process - the first strains of melody, the initial ad-libbed verse, the spontaneous guitar riff - that Soundtrap aims to streamline through Soundtrap Capture.

Based on insights from thousands of musicians and their collaborators, Soundtrap set out to simplify the overly complicated music ideation process, which typically involves many musicians toggling between voice notes, messaging apps, digital audio workstations and storage destinations to get their concepts across. Equipped with built-in tools for recording, layering, real-time collaboration and storage, Soundtrap Capture replaces this multi-platform process with one efficient app.

“Empowering artists to create their best work is core to our mission at Spotify,” said Charlie Hellman, Vice President and Head of Marketplace, Spotify. “I'm excited to see Soundtrap Capture help more musicians simplify the creative process and capture sparks of inspiration.”

With an upcoming update, Soundtrap’s Studio tool will soon allow artists to collaborate seamlessly on projects between the Soundtrap Capture app and the Soundtrap Studio app on mobile or desktop. This zero-friction workflow will enable, for example, a musician to start an idea on the go via Soundtrap Capture, and then have a collaborator pick up and build on that idea using Soundtrap Studio from their computer.

Features immediately available on Soundtrap Capture include:

• Multi-track Layering: layer track recordings, instruments and vocals over one another to create different takes.
• Collaborate with Creators: invite multiple collaborators to join a project, present ideas, record and layer tracks to create songs together in real time.
• Live Storage: immediately sync and back up all projects to the Soundtrap system, and easily access them so that you never lose an idea again.

And coming later this year:

• Seamless Integration: transfer seamlessly between the Soundtrap Capture app and the Soundtrap Studio, between desktop and mobile, all without missing a beat.

ABOUT SOUNDTRAP

A part of Spotify, Soundtrap is the first cloud-based recording platform for music and podcasts that works on all operating systems, enabling people to collaborate and record together wherever they are. With an easy-to-use creation platform, Soundtrap empowers creators to build original content using a combination of software instruments, real instruments and audio recording. For more information, please visit https://www.soundtrap.com.

Chennai's Music Therapy School to Create Online Content for Using Music for Better Health

Chennai School of Music Therapy (CSMT), the Chennai-based music therapy training, consulting, and clinical services institute, is launching "Dhvani", a series of podcasts and videos on music and health, to help create awareness about the science behind the application of music for health and self-care.

Two posters were released to create awareness about the use of Music as a tool for Self-care by Chennai School of Music Therapy

These online resources also aim to equip the general public as well as music therapy professionals to use music in the prevention, treatment, and rehabilitation of diseases, especially the lifestyle diseases that are caused by stress.

Talking about Dhvani, Dr. Sumathy Sundar, Director, CSMT, said, "We relate music mostly with entertainment. However, it has the potential to heal. The objective of Dhvani is to explain the scientific basis to understand the relationship between music and health. As opposed to what we think, health is not just the absence of diseases. It is also about mental health and good relationships and leading a stress-free life. And music is not just for entertainment but it can be used to create multi-sensory stimulation, and brain activation for better health outcomes."

Dhvani podcasts and videos will present the science, and also demonstrate various activities around music, other than listening to it, to achieve the targeted body, mind, soul responses - and flowering of relationships. The recommended practices can be done with minimal resources like music players, mobile phones with audio players, and radio.

Dhvani resources will be available in English. A team of trained and certified music therapy professionals and researchers, headed by Dr. Sumathy Sundar, will create content at regular periodicity.

On the recently passed World Music Day, observed every year on June 21, CSMT has released exclusive posters for adults and children, explaining the potential, types of, and activities around music to relax body, mind, and soul; and improve relationships. The organisation has also conducted a webinar titled, Music for Health and Self-Care, on the same day that attracted global participation. The webinar was chaired by Dr. Sumathy Sundar, Director, CSMT, who delivered an address on "Music and the Soul".

The webinar had Dr. B Sivaprakash, Professor and Head, Department of Psychiatry, Mahatma Gandhi Medical College and Research Institute (MGMCRI), Puducherry, as the keynote speaker. Dr. Baishali Mukherjee, Faculty, and Research Associate, CSMT, spoke on Music and the Mind. An experiential session on Singing for Healing was conducted by Mr. Vikram Kannan, Music Therapist, TTK Addiction Centre. Dr. Anasuya Ravikanti, Director, Swarajeevani Centre for Music Therapy, Hyderabad, spoke about Music for Relaxation.

Two posters from CSMT were also released by Prof. Sivaprakash during the event, to create awareness and sensitize the public about the use of Music as a tool for Self-care.

~ Newsvoir

Saregama, Facebook Ink Global Licensing Deal

Saregama on Wednesday announced a global deal with Facebook to license its music for video and other social experiences across Facebook and Instagram.

This partnership will allow users to choose from a wide variety of music to add to their social experiences such as videos, stories via music stickers and other creative content, a statement said.

Users will also be able to add songs to their Facebook profile, it added.

"...Now millions of Facebook users will be able to add music from our vast catalogue to stories and videos they create and share," Saregama India Managing Director Vikram Mehra said.

Saregama has a catalogue of over one lakh songs across many different genres including film songs, devotional music, ghazals and indipop in more than 25 languages.

Saregama will allow people, globally, to use their favourite retro Indian music to further enrich their content on our platforms, Manish Chopra, Director and Head of Partnerships at Facebook India, said. PTI SR

UpGrad and Big Bang Music Come Together to Launch ‘#AageKiSoch’, an Anthem to Encourage Young India to be Productive in the Time of Lockdown

In the time of the panic, paranoia and uncertainty, where our lives are challenged, upGrad, India’s leading online higher education company and Big Bang Music, the new age pop culture label driven towards creating unique musical expressions and experiences have come together to create what can aptly be called the upskill anthem of the nation.

#AageKiSoch encourages the youth to spend this time at home productively and engage in activities that will upskill their existing knowledge base to prepare for the new world post the COVID-19.

Written by reality show ‘Dil Hai Hindustani 2’ winner Akshay Dhawan, and composed by Shashwat Singh, whose melodies will be featured in AR Rahman's next movie ‘99 Songs’, this never-seen-before collaboration also witnesses leading singing star Jonita Gandhi, rapping for the first time.

The music video consists of an ensemble star cast that includes Radhika Apte, Vikrant Massey, Naveen Polishetty, Anto Philip, Fatima Sana Sheikh, Shantanu Maheshwari, Rohit Raj, Aparshakti Khurana, Karan Tacker, Abish Mathew, Akansha Ranjan, Elnaaz Norouzi, and ‘Jordindian’ - Naser and Vineeth.

Link to the music videos:
Video 1: https://www.youtube.com/watch?v=k-Um4rDO9vE
Video 2: https://www.youtube.com/watch?v=X1zo4UrrBvI
Video 3: https://youtu.be/1pd7l1IEiNQ

Conceptualized by the higher education company upGrad to drive the productive habit of learning from home during quarantine and produced by Big Bang Music & KWAN, the partners have joined forces to bring together this eclectic mix of pop culture icons across Film, Music, Corporate, TV & Comedy for the upskill anthem.

The 3 video renditions for the same song have been conceptualized, written, shot and edited in all of 72 hours, being directed remotely on video calls.

Talking about this exciting launch, Gaurav Wadhwa, CEO & Co-Founder, Big Bang Music said, “These are unprecedented times and while it’s important to keep the spirit alive, it’s more important to gear up for the world to come because we all know there is light at the end of this tunnel.

World over, life will now be viewed as before and after the virus - BC and AC will have a new meaning in ‘Before COVID’ and ‘After COVID’ and we need to prepare for that! At Big Bang, we truly believe that music unites like no other and no better time than now to encourage people to use this ‘forced’ time at hand meaningfully.”

“Influencers are an integral part of any campaign, and more so today as they become custodians for keeping the morale high and mindset positive during the pandemic. We have carefully put together renowned and diverse names to be able to reach out to a large cross-section of people and encourage them to be productive while locked down in their homes.

It’s been an amazing collaboration where an edtech major has chosen music as their preferred route of disruptive communication”, added Dhruv Chitgopekar, Founding Partner and COO, Kwan.

“While everyone is adapting to the new normal, it’s time, we to be cautiously optimistic and look at the silver lining of the pandemic. With this upskill anthem, we want to encourage people to stay home and use the time meaningfully to enhance their skill set which otherwise would have parked in their to-do list. Preparedness for the coming economical storm is essential so that the youth and the working professionals can smoothly bounce back to their careers or make a new transition once we resume to our regular lives,” concluded Mayank Kumar, Co-Founder and MD, upGrad.

As a part of the campaign #AageKiSoch, influencers in the music video will tag their friends and urge them to "Bahar Nahi, Ab Tu #AageKiSoch" epitomising the future-forward thinking that, we need to do during the lockdown.

The idea is to create a chain of audience propagating the message of strictly staying at home and using this time to upskill oneself with upGrad's educational programs in the areas of Data, Technology & Management.

About upGrad:

Founded in early 2015, upGrad offers online programs for working professionals. In a short span of around 5 years, upGrad on-boarded over 21.5K paid learners and impacted more than 370K individuals globally, making it India’s largest online higher-education company, basis gross revenue generated from the Indian market in FY18-19.

upGrad provides programs in the areas of Data Science, Technology, Management and MBA to college students, working-class and enterprises. These programs are designed and delivered in collaboration with top-notch universities like IIT Madras, IIIT-B, BITS Pilani, MICA, NMIMS Global Access, Duke CE, Deakin University, Liverpool John Moores University and others.

To further enhance the learning experience, a comprehensive ecosystem has been built which includes one-on-one mentoring, peer-to-peer learning, industry networking and most importantly expert career guidance providing learners holistic support to elevate their careers to the next level.

The company has been awarded the title of ‘Best Tech for Education’ by IAMAI in 2019. The company received the ‘Best Education Brands’ award by Economic Times and has made it to LinkedIn’s ‘Top 25 Startups’ two years in a row in 2018 and 2019.

14 Indian Artists Collaborate from Homes to Create Unique Music Video

Inspired by the spirit of India and Indians, some of the country’s most well-known singers along with a bevy of young upcoming artists have collaborated online to create a unique song titled “Chappa Chappa Afwaah Chale”, based on Vishal Bhardwaj’s evergreen hit from the film Maachis. 

Led by Padmashri and National Award winner Hariharan, the band that calls themselves ‘The Sur-Viralists’, comprises of celebrities from various fields including Padmashri Chef Sanjeev Kapoor, playback singers Roop and Sunali Rathod and Ishaan Dutta, MasterChef Ranveer Brar, the young sibling duo of Actor Karan & Music Producer Akshay Hariharan, the svelte and talented Reewa Rathod, Marketing Guru turned Foodpreneur Vinod G. Nair, Diamond merchant Punit Gupta, renowned IT Advocate Nadeem Lasani, US based cryptocurrency expert Rakesh Sreekumar and music composer Immanuel Berlin.

The brainchild of Vinod G. Nair, who has also penned the lyrics for the Lockdown version of the original soundtrack, the song cautions people to not become victims of rumours (Afwaah) and to avoid being party to spreading false rumours. 

The 5-minute track will release as a 1-minute promo video, that too has been entirely self- shot by the band members in their homes and the full track will be available as a free download on all social media and music platforms. 

The Chappa Chappa Afwaah Chale track will be released on April 2, 2020 at 5pm across all social media platforms simultaneously. Follow #TheFightAgainstAfwaah, #AfwaahStopCorona  and #TheSurViralists for updates. 

“When we started off with the project, we all felt that it was impossible to achieve. But thanks to the marvel of technology and app-based platforms, we did it, says Vinod G. Nair, who conceptualised the initiative. “After this, we are now gearing up to do an even more ambitious project aimed at infotaining people as they battle the virus from their homes”, he adds.

Says Hariharan, “In the current environment where everybody is #gharbaithoindia and under #lockdown, the spread of rumours via social media especially whatsapp is alarming. We want to tell people to ignore rumours and to stop their friends and others from spreading them”.

Legendary Chef Sanjeev Kapoor, who is also an avid drummer, adds, “The song is a fun track with a serious message behind it – Afwaah Roko, Corona Roko. For every 1 person getting infected with the #COVID-19 virus, there are hundreds getting infected by the Afwaah Virus, which is equally dangerous and debilitating. People experience fear, despair and frustration due to uncontrolled rumour mongering and tend to be disturbed through-out the day”.

The 1-minute promo video is a light-hearted humorous look at the frustrations of people who are being bombarded with #fakenews, rumours and Afwaahs all day long.