MUMBAI: Sony Music India is collaborating with Vh1, one of India’s leading English music channels, to encourage the young folk of the country to come together and shoot an Indian music video for the Michael Jackson song, ‘Slave to the Rhythm’.
The track appears on the latest posthumous Michael Jackson album ‘Xscape’, which was released this May. The song was written and recorded in 1991, during sessions for the ‘Dangerous’ album with L.A. Reid and Babyface. In February 2014, Sony and Jackson’s estate announced a partnership with Sony Mobile that saw the release of an ad commercial incorporating a new version of the track ‘Slave to the Rhythm’. The re-tooled version is produced by Timbaland and J-Roc.
On May 18, 2014, a Pepper’s ghost illusion of Michael Jackson performed to ‘Slave to the Rhythm’, for the 2014 Billboard Music Awards. Due to streaming of the ‘Pepper’s ghost’ performance on Billboard, the song debuted at number 45 on the Billboard Hot 100, giving Jackson a posthumous 50th entry on the Billboard Hot 100.
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Vh1 obtained the rights for the track from Sony Music in June this year. As part of Vh1’s ‘Shot By U’ campaign, this collaborative video marks a tribute to the ‘King of Pop’. In the fun and snazzy contest, the channel offers Jackson fans an opportunity to submit their best impression of the music legend.
This will not be the first time Vh1 would be encouraging viewers to submit their work for a music video. Vh1 previously asked its viewers to contribute for Armin Van Burren and Daft Punk’s songs under their ‘Shot By U’ campaign. This would mark the first time there is an official music video to be made for the song.
