MUMBAI: Director Mohit Suri along with EMI Records India on Friday announced the launch of VYRL Originals to promote independent singers, music producers, lyricists and composers.
The property will see the release of one song every month which will launch simultaneously across music streaming services worldwide and on radio.
It aims to bridge the gap between film and non-film music.
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Suri will be curating and mentoring every aspect of each track that is being produced. Right from the composers, lyricists to the singers, each of them will be carefully worked on and handpicked by the director himself.
“I hear songs from so many talented musicians that don’t always get a chance to be featured in Original Soundtracks. With VYRL Originals, we aim to provide a platform for independent music artistes to showcase their music and add to the whole independent music scene here,” Suri said in a statement.
“The songs will get the same treatment and level of production any film song would get and that’s what gives it even more potential to grow,” he added.
The first track launched under VYRL Originals is Teri Yaad, composed by Ajay Vas and sung by Yash Narvekar, who is best known for singing Mere Dil Mein from Suri’s film Half Girlfriend.
Teri Yaad is a contemporary love ballad which carries the baggage of emotional pain.
The track has been produced by Bollywood music producer Abhijit Vaghani, who has produced music for films like Bajrangi Bhaijaan and Airlift.
Vaghani said: “In a landscape where Bollywood is considered the ultimate platform, it takes a huge amount of effort to promote independent artistes.”
“I’ve been a music producer in Bollywood for over two decades now, my long association with Mohit Suri led them to me. I believe in promoting all kinds of talent when it comes to music — they need to be heard — the process needs to start.”
With this project, he knows he will be able to “help put this process in place and in turn I will be able to showcase my own expertise on an independent platform away from Bollywood.”
Universal Music Group India and South Asia Senior Vice President Vinit Thakkar added, “Our aim to keep up with the global trend of artist-driven music and provide a commercial platform for Independent artists with the help of ace filmmaker Mohit Suri. VYRL Originals aims to engage with audiences who are keen to discover and hear contemporary music on these streaming platforms as well as on Radio. I am delighted with the response from the partners towards this initiative and fairly confident that music created under VYRL Originals will be loved by the audiences.”
(Source: IANS)
