MTV in association with Ray-Ban presents Never Hide Sounds
MTV is a dynamic, vibrant experiment at the intersection of music and pop culture where ‘M’ in MTV stands for multidimensional and multiplatform, engaging the millennial generation at multiple levels. Viewed in over 450 multimillion homes across the world, every second of everyday, someone, somewhere is consuming MTV. In India, MTV reaches over 60 multimillion homes, and is ranked the #1 brand in social influence with an enviable 19 multimillion fan following across social media.
So when MTV set out on a musical journey to fish out hidden talents all over India and give them the mentoring and exposure that they deserve, Ray-Ban, immediately associated itself with the project. For a brand with a slogan ‘NEVER HIDE’ it only seemed apt to get associated with such a project. Shirley Gong, Ray-Ban Business Manager, Emerging Markets said, "Ray-Ban Never Hide Sounds is an initiative to put forth upcoming talent. This year we were set out to search the most unique and talented voices across various genres of Music. I am delighted to see that this approach has brought a brand new dimension to the latest edition and we have successfully completed this musical journey."
Hard Rock Café Andheri set the musical mood on Saturday, 30th November 2013. The evening saw the ensemble of the 5 Maestros and their 5chosen bands hit the right musical notes and give the music lovers a memorable performance. The wonderful celebration saw the experienced paving way for the new and upcoming talent into this musical world. More power to music, more power to new talent.
With a hunt across Mumbai, Delhi, Bengaluru and Kolkata for the 5 best bands across genres like rock, sufi, folk and pop, this initiative gave the winners a chance to be mentored by renowned musicians like Raghu Dixit, Benny Dayal, UdayBenegal, HarshdeepKaur and ShilpaRao. The learning was also translated on stage as each band performed with one of the artists across cities.
Indian bands and their raw sounds have made waves across numerous music festivals that take place around the year and MTV India is always on the lookout for new and upcoming talent through these events. The association with Rayban’s Never Hide Sounds Campaign is testimony to the channel’s commitment in supporting all things creative, all things youth and especially all things music.
The auditions in each city proved to be an enlightening experience in terms of the abundance of talent. The 5 shortlisted bands – Parvaaz, Rang, Frisky Pints, Life and Nasya jammed with one maestro from their specific genre & then went on to collaborate on some of the most iconic tracks by the mentors. They also worked on some great original compositions by the new bands. The mentors & the bands then performed all these tracks at the one-of-its-kind gig across 5 different cities. Music lovers in each city came out in huge numbers to support the initiative and to watch their favourite music icons perform with fresh new talent.
Speaking about this, Aditya Swamy, EVP and Business Head, MTV India said, “Every young musician needs a mentor to go to the next level and this initiative does just that…Bringing together talent from two different generations has been an incredible experience and I look forward to this becoming a calendar event on the Indian music scene. It's been an absolute pleasure working hand in hand with Ray Ban in building new talent and giving them a platform to take their music to the people. ”
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