MUMBAI: On this day, it would be pretty much safe to say Nucleya has established himself as the hottest electronic music act of the country, and the latest developments in the DJ’s career suggest that the industry echoes the sentiment. Earlier this month, web and mobile music streaming services Saavn announced the Delhi-based heavy bass artist Nucleya (or Udhyan Sagar) as its ‘Artist-in-residence’. The deal was finalised a fortnight ago; however, Nucleya posted a photo of the Saavn’s contract welcoming him to the team only yesterday.
On 19 April, Nucleya uploaded the contract on his official Facebook account, and the news made rounds on the internet for all the right reasons.
Nucleya uploaded the photo with the caption “This is what all contracts should look like!!! ?#?Saavn”. Obviously, for legal reasons, Nucleya could not publish the detailed aspects of the contract, however Saavn’s practice of raising the bar with its unusual approaches continues in all aspects. The organization welcomed the DJ in one of the coolest ways possible, and when it comes to the alternative music scene, Nucleya is synonymous to ‘all things cool’.
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So what is the deal all about?
On April 5, at the launch of its Original Programming initiative, Saavn announced Nucleya as the streaming service’s ‘artist-in-residence’. Saavn recognises Nucleya as the future of Indian electronic (and alternative) music scene, and the success of his latest album ‘Bass Rani’ provides a good proof to that. Through Saavn, Nucleya’s music can be streamed and heard In over 29 countries, and the latest partnership will allow Nucleya to collaborate with homegrown and international artistes.
What is ‘Artist-in-Residence’?
The deal with Saavn has the potential to help Nucleya grow not only in the aspects of fan-base, but artistically too. Generally, the effort allows the artist to escape from the daily routine of content creation (music, in this scenario) and experiment and create the desired music with the essential resources. At the launch, Nucleya commented, “This partnership is what big labels need to see and learn and give artistes a space to create what they want.”
Saavn’s content reaches to 196 countries and rightfully boasts the catalogue of over 20 million tracks in 13 Indian languages. Saavn has over 900 label partnerships and the figure provides a concrete idea to how the ‘artist-in-residence’ program is a win-win situation for the two parties involved. CEO and co-founder Rishi Malhotra suggested the company could bring new artistes to Saavn’s fold. Only time will tell that, but right now, Saavn and Nucleya’s partnership has everyone excited.
