Universal India Seeking Homegrown Talent

Universal Music India partnered last year with Indian multi-platform network Qyuki, founded by superstar composer-musician A.R. Rahman and others, to launch a corporate social responsibility venture called the Dhararvi Project in Mumbai.

Photo: Nicky Kelvin

The O2, London, UK

The purpose was to set up a music and dance school “with the aim of identifying and grooming homegrown talent and providing them with a platform to showcase their potential.” Dharavi is considered the poorest area of Mumbai.

According to The Hans India, The Dharavi Project is about to release its first production, a song called “Saamne Yeh Kaun Aaya,” which recreates in hip-hop style a hit from the Bollywood film “Jawani Diwani.” The artist is identified as Slum Gods, a collective of artists from Dharavi attempting to overcome their socioeconomic situation through music.

The CEO of Universal Music Group, South Asia, Devraj Sanyal, told the website, “The Dharavi Project is not just a CSR initiative, but something that’s close to our hearts. When we launched it in January 2015, we were determined to tap into the talent that exists in Asia’s largest slum and provide them with a platform to showcase the same to the outside world.” After setting up the school, the project brought in professional singers, musicians, choreographers and producers to mentor local talent. The single is now available “across all digital platforms” on Universal Music.