MUMBAI: After the massive launch of the music album ‘Raunaq’- collaboration between maestro A R Rahman and Union minister turned lyricist Kapil Sibal, the label company Sony music has chalked the plan out to promote the same. Currently, the company is promoting the single Aa Bhi Jaa’ and ‘Kismat Se’.
Speaking with Radioandmusic.com, Sony Music India marketing director Sanujeet Bhujabal revealed, “We are aggressively marketing the album across social and online paid media. Our initiatives on social media vary from meet and greets to music programming strategies. The activity will take place across Facebook, Twitter, G+, Line (i.e. three million followers) and on Rahman’s and Sibal’s social media handles.
He also further emphasised, “As this is a visual story telling by Rahman, we are targeting YouTube and running multiple Cost Per View (CPV) campaigns.” Three videos related to the album are already available on the official Sony Music Youtube page. Out of three, one is the music video of the track ‘Kismat Se’. “The process (of promotion) has already begun with ‘Kismat Se’. Sung by Shreya Ghosal the song video has already gone Live on our Sony Music India channel on YouTube.” Other tracks in the album include a song ‘Laadli’ sung by Lata Mageshkar and ‘Aa Bhi Jaa’ by Jonita Gandhi. The track ‘Aa Bhi Jaa’ is more about a love and separation whereas ‘Laadli’ will be a track that would be tribute to all the women of the country.
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Sony music has exclusively partnered with Fever FM as the radio partner, Gaana.com as the streaming partner, Nokia -digital download store and MTV Indies as their music channel partner. “By next week the songs will be available across all platforms,” informed Bhujabal. These partners will be promoting the single/album through special properties.The album will feature seven plus songs which will be released over a period of time. “Each song will be treated as a separate entity and individual marketing and promotional activities will be planned around the same.”
The music launch of the album took place on 27 February. In the album, Rahman has played the role of a visual story teller and has conceived the narrative of the lead music video, apart from is role of music composer and singer.
