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Sony Mix celebrates 5th anniversary with ‘The Dhun Project’
MUMBAI: Marking its fifth anniversary, Sony Pictures Networks India’s (SPNI) Hindi music channel Sony Mix has launched a new initiative called ‘The Dhun Project’ whereby it will pay tribute to live musicians in India.
The aim is to give back to the country’s musical heritage by raising funds to empower musicians and educate across levels.
As part of the initiative, Sony Mix will award Rs 10 lakh to a selected musician who is in need of medical and financial support every year. This year, a dholak player by the name of Roshan Ali will receive the cash award. SPIC MACAY and Cine Musicians Association have joined hands with the channel to shortlist the musicians.
Talking about the initiative, SPNI CEO NP Singh stated, “Music is a terrific medium of empowerment and we, at Sony Pictures Networks, are proud to espouse an art that aligns with and supports our business. With ‘The Dhun Project’ we want to encourage talented musicians, to help them further contribute to music in India and inspire society with the melodies they create that harmoniously unite us.”
The channel has got together CXOs from the advertising and media industry to record an exclusive music video that will serve as the anthem of the project.
The music video features CVL Srinivas (GroupM), Vikram Sakhuja (Madison), Shashi Sinha (Lodestar), Sandip Tarkas (Future Group), Amin Lakhani (Mindshare), Anupriya Acharya (Zenith Optimedia), Shuchi Singhal (Idea Cellular), Harish Shriyan (OMD), Sonal Dabral (Mudra), Rohit Gupta (SPNI) and Neeraj Vyas (SPNI).
Speaking about the channel’s fifth anniversary, SPNI senior EVP & business head Sony Max & Sony Mix Neeraj Vyas said, “In a span of five years, Sony Mix has risen to become one of India’s leading music channels. This achievement is solely the people’s endorsement of our vision to be the most music-centred destination on Indian television. On the occasion of our channel’s fifth anniversary, this is our way of giving back to music, by empowering its creators, curators and everyone associated with the art in India.”
‘The Dhun Project’ is also leveraging the crowdsourcing platform Ketto.org to raise funds for SPIC MACAY. There will be a series of events across the country to will enable heritage musicians to perform in schools and colleges.
‘The Dhun Project’ is also part of the channel’s CSR initiative ‘Ek India Happywala’ that focuses on creating a positive impact on the ecosystem through empowerment, education and environment.