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Pepsi MTV Indies to launch Indian Ocean’s album in a special series
MUMBAI: Two months after its launch, MTV India’s sub-culture music channel Pepsi MTV Indies is now partnering with indie musicians in a bid to further explore their platform in unique ways. The channel will launch Indian Ocean’s new album ‘Tandanu’ through a special series commencing on 26 April.
The channel has been built in collaboration with collective artists and supporters of the independent scene, and it will be the official launch partner for the album in association with some popular names from the Indian music scene.
Each track from the iconic fusion rock band’s album will be exclusively premiered on the channel every Saturday at 8 pm and the seven tracks will air till 7 June.
Pepsi MTV Indies head Aditya Swamy said, “Within two months of the launch, Pepsi MTV Indies is available in over 20 million homes and is fully integrated across the web and mobile. This is the power we wanted to give our indie artists, the power to reach out and connect with young India. To have Indian Ocean use our platform is a matter of immense pride for all of us and we look forward to partnering with creators across art forms to explode the indie scene.”
The first song that will be premiered on the channel is ‘Gar Ho Sake’ that was created in collaboration with renowned Hindustani classical singer Shubha Mudga in the form of half-hour episode. This will showcase the journey of the band and the story behind the song.
The episode will also feature a performance of the song by Indian Ocean and Shubha Mudgal. The song will then be released for listeners on the channel’s official website and iTunes.
The album features a mélange of songs depicting stories of peoples’ struggles across various regions in India. Each artist collaborating for the album has been chosen by Indian Ocean for more than just their musical abilities. Their backgrounds and their own roots will be reflected through each of the songs. The album also includes one instrumental track.
Indian Ocean manager Dhruv Jagasia said, “For the first time ever an album of this magnitude is being premiered on television. Pepsi MTV Indies is the need of the hour as there’s so much fabulous content being produced in the country that needs to be showcased. Working with the Pepsi MTV Indies team for Tandanu has been a pleasure as they worked with us, letting us have an open hand in the creation of this show for launching the album. It has been one exhilarating journey to bring out this album and the seven songs are unique and diverse, each with its own distinctive character.”
After releasing their last album ‘16/330 Khajoor Road’ in 2010, the legendary band is back with their inimitable style of rock music, albeit with some surprises. ‘Tandanu’ is a collaborative album where Indian Ocean has recorded songs with many heavyweights from the world of Indian music that include Shubha Mudgal, Karsh Kale, Shankar Mahadevan, Kumaresh Rajagopalan, Pt. Vishva Mohan Bhatt, V Selva Ganesh and Vishal Dadlani.
Each song in the album has a unique story behind it and has been hand-picked by the band for the philosophy and the poetry behind the song.