In January 2015, `THE DHARAVI PROJECT’ - a one of its
kind CSR initiative was launched by leading record label Universal Music India
along with Qyuki, a Multi-Platform Network co-founded by Shekhar Kapur, A.R.
Rahman and Samir Bangara.Since its launch, the venture has set up a music and
dance school in Dharavi which has been funded from its CSR budget with the aim
of identifying and grooming homegrown talent and providing them a platform to
showcase their potential. Universal Music has periodically brought in prominent
singers, musicians, choreographers and producers to the school to identify and
mentor young talent.Now The Dharavi Project is proud to launch its first
release – “Saamne Yeh Kaun Aaaya”, a pop / dance / hip hop recreation of one of
Bollywood’s hits from the film ’Jawani Diwani’. The song features SLUM GODS -
India's First Collective of talented Hip Hop artists from the heart of Mumbai,
Dharavi. By using Hip Hop to bridge the gap between chaos to creativity, Slum
Gods is an initiative to tackle the vicious circle of poverty, crime etc. The song also has vocals by Thompson Andrews
and is remixed by the immensely popular DJ Suketu.Devraj Sanyal Managing
Director and CEO, Universal Music Group, South Asia said “The Dharavi Project
is not just a CSR initiative but it’s something that’s close to our heart. 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. Along with
our partners Qyuki we put a plan in place to go about this process. Setting up
the music and dance school at Dharavi made us proud and what followed were
visits by our friends in the business - singers, musicians, choreographers and
producers to identify and mentor young talent. The release of “Saamne Yah Kaun
Aaya” is the result of the hard work put in by all involved to make this CSR
project count! We will continue to work
this project and hopefully make a difference in the lives of many more such
talented individuals living in Dharavi.”
Samir Bangara, Co-founder and MD of Qyuki said “The seed
of this idea "The Dharavi Project" was sown from our very own vision
at Qyuki to create and provide a digital platform to the young creators in
India to showcase their Talent. The project was launched to discover creators
from the nook & corners of Asia's largest slum - Dharavi and help them
leverage their Talent through our digital platform by means of collaboration,
mentorship and technology across the world. We are proud to have Universal
Music Group partnered with us in this initiative and help us set the stage
right by launching our 1st HipHop music and dance school in one of the by-lanes
of Dharavi. The release of “Saamne Yah Kaun Aaya” is just the beginning and we
look forward to impacting the lives of many such talented hidden gems/creators
not just in the Dharavi of India but many such Dharavi's across the globe.”The single “Saamne Yah Kaun Aaya” is available across all
digital platforms exclusively on Universal Music. You can view the video for the song here:
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