'Coke Studio@MTV 2' focuses on India's musical diversity
To some extent it achieved that at the sneak preview of the second season Tuesday when a Sikh stood up, oblivious of the audience around him, and danced to Assamese musician Papon's tunes.
The capital's Who's Who, including Chief Minister Sheila Dikshit, renowned cardiologist Naresh Trehan, Law Minister Salman Khurshid, IT honcho Nandan Nilekani, writer-ad man Prasoon Joshi and image consultant Dilip Cherian were present to taste the diverse platter of music at the event.
Artists like Harshdeep Kaur, Usha Uthup, Ehsaan-Loy, Clinton Cerejo, Shantanu Moitra, Jasbir Jassi and Amit Trivedi performed, as did some regional performers, who might become a rage once the show goes on air July 7.
From Rajasthani folk to a farmer's song in Kannada -- the show promises to be a window to the country's diversity by fusing unexplored and forgotten folk sounds with contemporary beats, which appeal to the youth and old alike.
The show is a platform where established singers as well as talents from the country's interiors get a chance to collaborate with music producers to create experimental music.
This season has 12 producers and over 200 musicians, who have created 40 songs.
"We will have original songs, and old folk songs reinterpreted. This season will be very high on the youth quotient. So while we have always had classical and folk as a key part of 'Coke Studio', this year we have an abundant dose of rock and electronic music," Aditya Swamy, executive vice president and business head, MTV India, said.
With names like Harshdeep, Papon, Amit, Karsh Kale, Jalebee Cartel and Shankar Tucker, the aim is to give viewers a hint of the "sound of India in the next 10 to 15 years," he added.
The first season of 'Coke Studio' grabbed 40 million TV viewers and three million YouTube views. As many as 15,000 physical CDs were sold and 20 live shows were held.
"That's where we started. Now we have got a good base. All we can expect is a good word-of-mouth from people who have already sampled our taste," Swamy told us.
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Date 28-05-14, Duration 1:00, Views 18866