MUMBAI: In an event based in Mumbai on 10 August, noted Bollywood composer Salim Merchant emphasised on the importance of how streaming service YouTube has been instrumental in discovering new talents. Citing Jonita Gandhi as one of the examples, the one half of the Salim-Sulaiman duo also acknowledged the approach utilised by these young musicians to showcase their talents.
The event announcing the launch of Jammin’ – an initiative where Bollywood composers will collaborate with YouTube music stars – featured established composers like Oscar winning maestro AR Rahman, Salim-Sulaiman, Mithoon and Clinton Cerejo. Representing the YouTube music stars list were Jonita Gandhi, Mumbai’s Finest, Arjun Kanungo, Shraddha Sharma, Raaga Trippin and several others.
“If it hadn’t been for YouTube, perhaps we would have never noticed talent like her (Gandhi),” said Merchant. When asked what the future holds for these YouTube sensations, Sulaiman said, “These musicians do not need a break. These guys are more popular than us sometimes.”
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Jonita Gandhi has sung in over fifteen film and non-film albums. With projects under Rahman and Cerejo, the Indo-Canadian singer has set her foot in the Bollywood industry. But her career kicked-off only a few years ago, thanks to YouTube. Gandhi’s covers on YouTube went viral on the internet and the digital fame started a series of events resulting into a promising career for the young vocalist.
The duo explained how the popular universe of Bollywood and the alternative universe of Digital channels differ from each other, and the new initiatives like Jammin can create a bridge between the two. “When you want to discover new music, you directly go to YouTube or Spotify. The digital world is increasingly becoming the real world. People are watching less of television and exploring the internet more. With Jammin, two world will merge,” explained the duo.
The sentiments were echoed by other noted composers present at the event, with everyone praising the efficiency, transparency and effectiveness of YouTube and other available platforms.
