Post Thumb

Coke Studio has become synonymous with a certain kind of music in the Indian subcontinent. Other brands such as Levi’s, Pepsi, Nescafe among others have also tried their hands at similar initiatives. And recently, Maruti Suzuki Nexa tied up with Qyuki Digital Media to launch Nexa music, a platform to create a new space for Indie English music. 

“We aim to create Indie English of global standards in India. And if we are able to create the buzz, the brand can get the same sort of love Coke Studio has received. Both the platforms are branded content pieces,” said Samir Bangara, CEO of Qyuki Digital Media.

“Nexa Music is all about English music independent artist original space. We are trying to do many interesting things with it. The good thing is that you don’t have any parallels to compete with. You can create new market. The flipside is you don’t have a bible to follow. We will be defining the success rate as we go ahead with Nexa Music,” he added.

Qyuki has earlier been associated with projects like ‘The Dharavi Project’ with PepsiCo and ‘SunoDekho Kaho’ with UnErase.

“Music is the largest genre of consumption online. There is nothing larger than music and the next segment is probably comedy. We think music is the most powerful medium or genre in which brands can actually tell stories,” Bangara said.

Brands have realised that a large section of audiences has moved to digital and are always looking for engaging content. The innovative content solutions revolving around music are helping brands to reach and engage users and also to meet the brand objectives. 

“The beauty of digital is you are not limited to a 30-second ad unit. You can tell a story of more than two minutes. Music integration is one amazing initiative in that fashion. It is evolving so fast. There are new ways in which any message can be put out,” said Bangara.

Talking about Qyuki’s upcoming associations, Bangara said they will go deeper in the music space. “The association together has the ability to serve their business goals while creating content that connects with the audiences,” he said.