Post Thumb

Nexa, a lifestyle brand from Maruti Suzuki India launched to give international experience to its new-age customers, has introduced Nexa Music, a music platform aimed at creating original music of global standards and promoting Indie-English music in India.

To manage and help Maruti Suzuki sustain the initiative, Qyuki Digital Media will use its expertise in proprietary technology and analytics across traditional and new media platforms.

The initiative has been curated to provide a platform to budding musicians to compose original lyrics. A team of five members — AR Rahman, Anushka Manchanda, Nikhil D’Souza, Nikhil Benegal and Clinton Cerejo —will be the juries and mentors for the participants.

RS Kalsi, Senior Executive Director, Marketing and Sales, Maruti Suzuki, said, “This music platform connects to brand Nexa’s core belief to create an exciting new world of mobility, which is both inspiring and aspiring. The platform stands for originality to connect with people beyond borders and barriers.”

Commenting on the association, A R Rahman said that with this platform, artists will stand a chance to collaborate with some of the best bands in the industry to produce music that reaches audiences across the world.

He said, “Nexa and my company Qyuki share a common goal. We want to provide independent artists creating original English music a real opportunity to be discovered and promoted on a global stage.”

Nexa Music will kick off with the launch of four original tracks sung by artists A R Rahman, Anushka Manchanda, Nikhil D’souza and Uday Benegal.

Contestants need to share their original music composition (unreleased/ not promoted songs) at the Nexa Music website. The jury comprising A R Rahman and Clinton Cerejo will shortlist 24 contestants who will undergo a mentorship programme at the Nexa Music Lab to further brush up their singing talent.

Out of the 24 contestants the best four will be shortlisted and will be mentored by celebrity mentors to create four more additional videos. The four shortlisted candidates will also get a chance to do 12 live events with the Nexa Music mentors across India.

The property is based on the philosophy ‘Create. Inspire’ that caters to the constantly connected, more demanding, urban metropolitan and evolved consumers.