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Universal Music India’s VRYL project launches ‘Intezaar’ vide


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Last week, Music Ally published a feature about the challenge that ‘non-film’ music is providing for Bollywood music in India – you can read it here if you missed it at the time. One of the projects exploring the potential for non-film music in India is Universal Music’s VYRL, which includes YouTube videos, streaming playlists and radio shows in its output.

MBW has a good writeup of what’s new with the two-year-old project, including its latest release last week: Mohit Suri, Mithoon and Arijit Singh’s ‘Intezaar’ track and video. Five days after its release, the video has been watched 7.2m times on YouTube.

One important point here: this may be non-film (original) music, but the talent are Bollywood royalty – so rather than being an example of Bollywood on the slide, it more shows the potential to put its stars to work on new tracks, even without a film behind them.

“We are now in a sea change moment for music here in India. We have a new mobile-first generation of smartphone users, consuming more music than ever before and it’s our mission to make original Indian music as accessible to everyone as possible,” said Universal’s Devraj Sanyal.

Stuart Dredge

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