Mumbai: The Underground project is about uncovering new talent or new music that the mainstream would not normally come across but which has the potential to be ‘the next big thing’ or at least to be appreciated and to gain more prominence, once it is exposed to viewers.
The team at Saregama India Ltd went through over 300 demonstrations and auditions to zero in on a selection of 30 acts that included bands, artistes and DJs across three metros – Mumbai, Delhi and Kolkata. The best original music that these artists have put forward will now be presented in the form of a well structured and packaged compilation which reality television is fast getting increasingly slick with.
This is the first time in the music industry that a major label is executing such a project at the grass roots level and at such a large scale. They have partnered with MySpace, who have provided the platform for the new talent.
The music company has included students from CRAFT (Centre of Research in Art of Film & Television) and AAFT (Asian Academy of Film & Television) to shoot the 10 music videos of the Underground music videos.
The spokesperson for the project is Atul Churamani, vice president, Artiste and Repertoire (A&R), Publishing and New Media.