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Alcobev company ABD’s Sterling Reserve Music Project has launched its fourth global release, ‘YoYo,’ in collaboration with vocalist RS Chauhan,  mentored by rapper Ikka and produced by music producer Rishi Rich.

‘YoYo’ is a tribute to Yo Yo Honey Singh and his impact on the world of music. It is a dance track with a party vibe building on the ‘twerk’ dance form. The music video has been directed by Robby Singh and Inflict and the production house is Fab Entertainment.

The Sterling Reserve Music Project is an enabler platform for independent music and is language and-genre agnostic. The platform aims to provide a home to artists with 360-degree marketing promotions.

The platform already boasts of three successful releases – “Hear Me” by Anushqa, “Dil Mera” by Left Turn and “Broken” by Arunaja.

The video:

Devraj Sanyal, Managing Director and CEO of Universal Music and EMI Music, India and South Asia, said, “‘YoYo’, the next song from the Sterling Reserve Music Project, has been written in dedication to my dear old friend Yo Yo Honey Singh, who defined the dance, hip hop and R&B space. It’s amazing when Ikka, who’s been inspired by him and considers himself his little brother, then in turn co-writes and co-produces for his protégé RS Chauhan, making this full circle. I’m also very grateful to my long-standing in-house exec producer Rishi Rich for creating magic on this track, which has a lot of the Rishi vibe on it.”

 Sharing his thoughts, Bikram Basu, Chief Operating Officer, Allied Blenders & Distillers, said, “We are excited to reveal our fourth big ticket single from the Sterling Reserve Music Project. In line with the brand ideology of ‘Chase the Next’, the song ‘YoYo’ by RS Chauhan, Ikka and Rishi Rich are sure to impact audiences all over India. Sterling Reserve Music Project is beginning to realise its dream of encouraging emerging talent and presenting them to audiences.”