KRSNA is one
of the first exponents in this genre from India and Universal Music India’s
joint initiative will promote the hip-hop genre, having previously supported
promising electronic dance music and rock musicians. KRSNA,
the upcoming and talented hip-hop musician from New Delhi, is all set to launch
his debut album ‘SELLOUT’ today with a live performance at the Hard Rock Café,
Worli.
Hailing from the country’s capital
New Delhi, KRSNA has previously received widespread media attention for
his socio-political songs rapped in Hindi under the alias ‘Prozpekt’. The young
rapper aspires to go beyond commercial rap having witnessed its surge in
Bollywood and its dilution into mainstream pop with little or no emphasis on
lyrical value. His debut album is a step towards giving a face to the Indian
hip hop music scene.
SELLOUT is touted
to be an excellent amalgamation of influences of underground rap and commercial
hip hop. Hoping to strike a chord with the youth, the braggadocio rap is set
alongside contrasting images of regret from the past and an uncertainty about
the future. KRSNA’s upcoming album can be seen as a departure from
traditional perceptions of rap and a step into new musical territory so far
unexplored by Indian audiences.
Commenting
on his launch, KRSNA said, “I'm
excited to launch my debut album with Contrabands and have a major like
Universal supporting me. India is seeing a resurgence in Hip Hop music with the
indie crowd finally embracing it and I hope to make my mark in the music
industry with my style of rap/hip hop music, which is less commonly seen in
India. My album is far from the grips of Bollywood, yet it maintains a
commercial vibe. My aim with Sellout was to have the listener experience the
dillema every artist faces - the choice between personal artistic satisfaction
and large commercial success since they rarely intertwine."
Speaking on
the occasion, Devraj Sanyal, Managing Director, Universal Music/EMI Music,
South Asia said, “Often music that does not fit in the popular music
mould fails to reach out to music lovers and falls short of a good platform for
release and promotion. Through Contrabands we have always aimed at promoting
and giving a chance to independent, budding and offbeat musicians of our
country. We are very proud to present KRSNA under our label. We are confident
that SELLOUT will find a place in every rap and hip-hop lovers playlist.”
Commenting
on the occasion Ferzad Palia, SVP & GM, English Entertainment, Viacom18
Media Pvt Ltd. said, “India has an incredible pool of music talent that
only needs recognition to make it big. We are proud to bring forth properties
like Contrabands which gives these artists, like Krsna, their due recognition
through a mainstream platform. With the third artist being launched by this
property, we are happy to partner with Universal Music and Hard Rock Café once
again in discovering such talent and wish Krsna good luck in creating great
music in the future.”
Speaking on the occasion, Sanjay
Mahtani, Co-Founder JSM Corp. said, “Hard Rock Cafe has always been
an ardent supporter of upcoming talent in the country. We are extremely happy
to launch Krsna as the artist for Contrabands and announce his tour at Hard
Rock Cafes in various cities. This isn’t the first time Hard Rock Cafe has
supported emerging artists; it is one of our clear focus areas and we will
always extend our support to these artists and provide them with a platform
that they truly deserve. Through Hard Rock Rising, Global Battle of the Bands
and Contrabands, we continuously strive to do our best to develop the
independent music scene. We are confident that all music lovers will love
Krsna's performance and will help us make this tour a great success for him.”
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