Qyuki, a multi-channel network that creates original digital content, launched the Jammin’ platform in Mumbai, on Wednesday.
Jammin’ is a musical collaboration featuring Bollywood composers and YouTube stars. Though India is used to enjoying soundtracks of Bollywood movies, Qyuki seeks to introduce a new way for Indians to consume audio content. The platform brings an audience who is accustomed to listening to songs from films, to listen to original tracks featuring their favourite artists.
A.R Rahman, co-founder of Qyuki, spoke about how creative content would be inevitable with such an expanding pool of young talent: “ through Jammin’ I am glad Qyuki is being able to be the true partner to creators and bring them on a level playing field with mainstream music.”
Qyuki focuses on content creation, providing resources to creators to produce, distribute, and market digital material. The company uses its technology to discover and promote the new age of superstars and manage the “end to end” media chain across traditional news and media platforms.
By supporting Jammin’, Youtube receives more popular content and thereby more ad-revenue. If Jammin’ receives the kind of excitement that Qyuki anticipates, a market for similar collaborations will materialize. Introducing this platform as a way for songs from independent movies to become household classics provides great potential for establishing something of a cultural shift.
The collaboration is set to feature stars such as Mithoon, Salim-Sulaiman, Clinton Cerejo, and AR Rahman collaborating with YouTube favorites such as SANAM, Shraddha Sharma, Siddharth Slathia, Jonita Gandhi, Arjun Kanungo, Maati Baani, Sanah Moidutty, Raaga Trippin, and Mumbai’s Finest.
Together, they will create “ten original soundtracks and music videos to be posted on a weekly basis.”
The first one is set to be released on August 19.