Culture Machine’s digital channel ‘Being Indian Music’
releases Sonu Nigam’s latest single ‘Crazy Dil’
~ Produced by the digital media company, the high octane
video beings out the crazy side of the artist and his dear friends from the
fraternity~
Following the massive success of the viral video ‘The
Roadside Ustaad’ featuring Sonu Nigam, Culture Machine, India’s largest digital
media company, released his much awaited single ‘Crazy Dil’ on their digital
channel ‘Being Indian Music’ today. Crazy Dil is an electronic dance number
from Sonu Nigam featuring a special segment with Natalie Di Luccio and has a feel
good vibe to it. Known as the one stop destination for Indian music lovers,
Being Indian Music also produced the video of the song that features Sonu
Nigam, his adorable son Nevaan Nigam and his close friends from the industry in
cameos like Farah Khan, Kailash Kher, Sunil Singh Grover andRajkumar Hirani.
Synonymous with disruptive and urbane content; this landmark collaboration
marks yet another distinctive attempt from Culture Machine to explore
unchartered territories as it releases music from one of biggest musical
maestros online in an industry first.
Directed by Sonal Batra of Culture Machine, the Crazy Dil
video is a quirky, bubbly one to match the energetic tempo of the electronic
dance number. Not only do we see Sonu Nigam singing and dancing in the
side-splitting video but also Farah, Sunil and Kailash in never seen before
avatars! While Raj Kumar Hirani plays himself, Farah takes up the role of a
ring master whipping Sonu at the circus, Sunil is a zombie waking up from the
graveyard and Kailash Kher sweating it out in the gym! Natalie Di Luccio is
dressed as an Egyptian queen and a super cute moment also features Sonu’s son
Nevaan Nigam making a special appearance at the end of the video.
Speaking about the Crazy Dil, Karl Katgara, Creative Director,
Culture Machine said, “Being Indian Music is all about the music we love
personally. We realized that between Bollywood and international music, Indian
Pop music was not getting the deserved attention. We want to make Indian pop
music a force to be reckoned with once again. To release a video of musical
geniuses such as Sonu Nigam is an absolute honour! For one of the most
successful artists from the continent to release their music digitally opens up
a world of possibilities for the entire industry and the release of the much
awaited Crazy Dil is another feather in the cap for Being Indian Music and
Culture Machine. We hope everybody enjoys watching the video as much as we
loved making it!”
Speaking about ‘Crazy Dil’ and his association with
Culture Machine, Sonu Nigam said –I had written the song Crazy Dil in 2014
during my tour to America and then sang it for MTV Unplugged. The response this
song received was what propelled me to do something different with it. I had
intended to release independent music online as the medium reaches out to music
lovers across the world at one click. When I met with the Culture Machine
through my agency Kwan, I instantly knew they would be the right people to
release Crazy Dil digitally. I am
looking forward to see the audience’s reaction to Crazy Dil on Being Indian
Music”.
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