Warner Music India today announced the launch of a unique campaign – My Country My Music. With this initiative led by music maestro Shankar Mahadevan, the music label will release six songs over a six-month period to capture the “dhun” of India. Shankar kicked off the program with the teaser release of the first track “Dil ki Dhun” today in collaboration with OTT audio leader – JioSaavn.
As “Dil ki Dhun” encourages audiences across India to listen to the music on JioSaavn, the campaign is designed to reach each region of the country separately.
Shankar Mahadevan, will collaborate with folk music maestros from various parts of India to bring together music from different regions while enabling audiences to find their “dhun”. The initiative is in line with Warner Music India’s recently launched Maati label, which focuses on providing a national platform for Indian folk music and its artists.
Speaking at the release, Shankar said, “I am extremely excited to be part of this musical journey – My Country My Music and hope it will be as enjoyable for the audience as it is for me. Music is a universal language and is present everywhere – from our heartbeats to the rustling of leaves to the chirping of birds and the clanking of train tracks – we can find our rhythm anywhere. And while music brings people together, everyone has their own dhun. With the launch of ‘Dil ki Dhun’, I want to encourage listeners to discover the melody inside them.
This collaboration brings together the best of the music ecosystem – creators, publishers and DSPs to create content that would appeal to a wider audience and help bring audiences and creators closer together. With this campaign, the partners will bring together the best parts of the country’s music.