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Allied Blenders and Distillers’ The Sterling Reserve Music Project, an enabler platform for independent artists focusing on chasing next emerging talent and sound, is all set to release five new songs by the winners from the ‘Breakout’ contest. Activated during the lockdown, the contest aimed at giving independent artists a song and music video release opportunity on the Sterling Reserve Music Project platform in English, Hindi-Solo, Hindi-Group, Regional and Hip Hop.

The Sterling Reserve Music Project:

Despite the lockdown and challenges that come with it, the Sterling Reserve Music Project wanted to give back to the independent artist community and fuel its desire to always “Chase The Next.” The Sterling Reserve Music Project initiated a massive digital talent hunt that was language and genre-agnostic and called out to aspiring artists to participate by sharing their song demos. The response was overwhelming and the top 10 artists were selected to audition through a really challenging selection process. The Top 10 finalists had to go through a round of zoom auditions, with judges Shaan (Musician), Devraj Sanyal (MD and CEO, Universal Music India), and Bikram Basu (Former COO of Allied Blenders And Distillers).

The platform announced the release of the winners and their songs (audio and video), August 2020 onwards, in each category namely, ‘I don’t mind’ by Akshath (English Category) on August 17, ‘Dil Matlabi’ by Razik (Hindi-Solo Category) on August 28, ‘Asar’ by Sur (Regional Category) on September 4, ‘Let’s Hurt Tonight’ by Skylash (Hindi – Group Category) on September 11 and ‘Azaadi’ by Sense OneWay (Hip Hop Category) on September 18, on the Sterling Reserve Music Project YouTube channel and all music streaming platforms.

Anupam Bokey, Chief Marketing Officer, Allied Blenders and Distillers, said, “We launched the Sterling Reserve Music Project Breakout contest to provide the independent music community with a unique opportunity to release their music during the lockdown. We received some incredible entries and had some amazing talent audition in the Top 10. We’re proud to have the five winning releases start rolling out and wish them all the success in the world.”  

Talking about the initiative, Devraj Sanyal, Managing Director and CEO, Universal Music and EMI Music, India and South Asia, said, “I feel incredibly blessed to have helped build and be part of India’s premier platform for Independent music — the Sterling Reserve Music Project. The breakout contest has helped many upcoming musicians and singer-songwriters release their art during the lockdown. The quality and quantity of the entries have us impressed beyond words and the final winners truly deserve their spots and at UMGB, we are glad to be a part of this journey with Allied Blenders and Distillers.”