Universal Music India has launched a new project with alcohol brand Allied Blenders & Distillers that aims to “incubate, encourage and promote aspiring singer songwriters to showcase their talent and release their music globally via Universal Music”.

It’s called the Sterling Reserve Music Project, named after the whisky brand Sterling Reserve. Artists will be able to upload their music to the platform to find an audience, and potentially get access to “some of the finest writers, composers and producers” for collaborations. “I have always wanted to create & develop a genuine platform that enables real artists, irrespective for who they are, what they sing & where they come from to be able to share their gift with the world,” said Universal Music India / South Asia boss Devraj Sanyal in a statement.

The first track released through the project is already out: ‘Hear Me’ by artist Anushqa. Interestingly (but sensibly, given its scale in India) the most prominent release-platform for the music appears to be YouTube.

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