Sterling Reserve Music Project Exclusively Launches Hindi - Punjabi Contemporary Love Song
by Shrutee K/DNS
Sterling Reserve Music
Project exclusively launches Hindi - Punjabi contemporary love song, “Main Sach
Bolda,” by Shaan featuring Mustafa
Mumbai : The Sterling
Reserve Music Project releases “Main Sach Bolda,” by Shaan featuring debut
independent musician, Mustafa, which further builds on the mentor – protégé
artist relationship, unique to the platform.
Shaan, who has swept away numerous accolades as the most promising Indian
play-back singer and independent musician, mentors Mustafa on his debut song
and music video. This romantic song also sees veteran Shaan attempting a
Punjabi rap-singing form on the song for the first time ever.
“Main Sach Bolda” is a modern, upbeat and romantic love song. While
working on the song, Shaan’s aim was to design a song that would highlight
Mustafa’s eclectic potential and contemporary singing style along with his
vocal range; the outcome being “Main Sach Bolda.”
The theme of the music video is a bachelor party setting, wherein Mustafa
is showcased as Shaan’s brother. It is Mustafa’s bachelor’s party, which is
impeded by Mustafa’s fiancée, begetting intense drama between the couple. The
overall video highlights making amends in a relationship and making it up to
your loved one which is conspicuous from the chorus of the song “Mann Ja Mann
Ja, Main Sach Bolda.”
Speaking about the song, Shaan
said, “I'm really glad to be a part of the Sterling
Reserve Music Project and mentoring Happydemic artist, Mustafa, on ‘Main Sach
Bolda.’ This is Mustafa’s debut song and video. He has a very unique
contemporary pop voice and I’m glad this song has been able to bring that out.
This was also a great opportunity for me to experiment with a contemporary
dance genre and rap style in Punjabi, which is a first for me on a song.”
Speaking about the song,
Mustafa said, “Working
on the song “Main Sach Bolda” has been an amazing experience! The song has a
gen-next vibe. It is very peppy and groovy. My hard work and perseverance has
made my dream come true. It wouldn't have been possible without the continuous
support and guidance of Shaan and the entire Happydemic team. Special thanks to
Universal Music and Sterling Reserve Music Project for this fantastic
platform!”
Speaking about the release,
Devraj Sanyal, Managing Director and CEO of Universal Music & EMI Music,
India & South Asia said, “The Sterling Reserve Music Project is growing
from strength to strength, where we’re breaking some fresh independent talent
each month. Once every few songs we have the honour of having a mainstream
artist mentor and work with their mentee, to create a track to add some much
needed gravitas to our music. This time my dear old friend and legend, Shaan,
decided to come on board to launch his protégé, Mustafa, and the result is the
magical, “Main Sach Bolda.” Shaan has helped curate the track and Mustafa has done
his mentor proud by delivering, what I already consider, a hit dance number for
the celebratory months. I’m proud of the project and what it means to so many
independent musicians in our region. At the Sterling Reserve Music Project we
enable our new artists to chase their next.”
Sharing his thoughts, Bikram
Basu, Chief Operating Officer, Allied Blenders & Distillers said, “It brings us immense
pleasure to have one of the most respected artists in the industry, Shaan, on
board the Sterling Reserve Music Project. The Sterling Reserve Music Project
once again explores the mentor – mentee relationship through Shaan and Mustafa.
The response we’re getting on the platform is genuinely overwhelming and we’re
really proud of all the support we are garnering from musicians across the
nation.”
Stream now: https://UMGI.lnk.to/MainSachBolda
ABOUT STERLING RESERVE MUSIC
PROJECT: Sterling
Reserve Music Project is the region’s first enabler platform to discover,
incubate and promote emerging musical talent from India. The project aims at
elevating and supporting the independent music scene in the country by giving
musicians a platform to showcase their talent. Artists
can send their song demos to sterlingreservemusicproject@gmail.com
About
Shaan: Shaan is an
award-winning Indian playback singer for several films, has worked with leading
music directors and is a television host. Shaan is
considered one of the most popular voices for romantic as well as melodious
songs and is one of the most versatile singers. Shaan has sung songs in
multiple genres and languages such as Kannada, Bengali, Punjabi, Nepali,
English, Hindi, Oriya, Tamil, etc. He began his musical journey at a very young
age of 17 years. Shaan has been showered with titles such as “Golden Voice of
India,” “Voice of Paradise,” “Magician of Melody,” and “Voice of Youth.”
Shaan has
additionally hosted numerous shows such as Sa Re Ga Ma Pa, Sa Re Ga Ma Pa L'il
Champs, Star Voice of India and STAR Voice of India 2. He appeared as a judge
in Sa Re Ga Ma Pa L'il Champs 2014–2015 and The Voice India Kids 2016. In 2015
and 2016, Shaan was the winning coach in each of the first two seasons of The
Voice and in 2016, in The Voice India Kids, he was the coach of the runner-up
contestant.
About
Mustafa: Mustafa is an
alluring vocalist with a hint of bass in his voice. With his sincere approach
towards music, Mustafa also moonlights as a great composer. Mustafa’s major
forte is romantic love songs. Mustafa initially
started his career with Bollywood music and has previously worked with Amaal
Malik on the movie “MS Dhoni” and “Noor” and has performed as an assistant
music director with Mithun for “Half Girlfriend” movie promotions. Mustafa has
additionally performed Live with well-known singers like Shaan, Shankar
Mahadevan, Siddharth Mahadevan, Harshit Saxena and Divya Kumar. Mustafa is
exclusively tied up with Happydemic for overwhelming and immersive live
experiences.
About Universal
Music India: Universal
Music India Pvt. Ltd. (UMIPL) is a 100% subsidiary of the Universal Music Group
(UMG) and is home to record labels such as A&M Records, Blue Note Records,
Capitol Records, Capitol Records Nashville, Caroline, Decca, Def. Jam
Recordings, Deutsche Gramophone, Emarcy, Geffen Records, Interscope Records,
Island Records, Machete Music, MCA Nashville, Mercury Records, Motown Records,
Polydor Records, Republic Records, Universal Music Latino, Verve Music Group,
Virgin Records, Virgin EMI Records.
UMIPL
has an extremely rich Indian catalogue comprising songs from classic Hindi and
Regional Films, Indi Pop, Bhangra, Ghazals and Devotional. It’s enviable
catalogue includes artistes such as AshaBhosle, AnupJalota, Bombay Vikings,
Jagjit Singh, JoSh, Malkit Singh, Pankaj Udhas, Panjabi MC, Raghav, Mohit
Chouhan, Euphoria, Adnan Sami, Rabbi Shergill, Rahat Fateh Ali Khan to name a
few. UMIPL’s `film’ catalogue (the 2nd largest in India) spans music from
blockbusters such as Sholay, Qurbani, Amar Akbar Anthony, Chori Chori Chupke
Chupke, Devdas and Munnabhai MBBS amongst the numerous jewels which symbolize
the musical journey from the 70’s to date. On the International music front,
UMIPL are the clear market leaders with artistes such as ABBA, Bon Jovi, Bryan
Adams, Eminem, Lady Gaga, Taylor Swift, Justin Bieber, Katy Perry, The Beatles,
Norah Jones, Marshmello, DJ Snake, Ariana Grande, The Chemical Brothers,
amongst a host of other popular music icons and household names in India.
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