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Sony Music Kids launches Rhyme Rapper animation in India


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Sesame Street has just turned 50 and has a long history of using music as an education tool, releasing a variety of spin-off albums through the years. (If you’re looking for a way to celebrate Big Bird and Oscar the Grouch puppeteer Caroll Spinney, who has just died, 1978’s ‘Sesame Street Fever’ disco album might be the place to start). Which is a long set up to say that Sony Music Kids in India has created a new animated character called Rhyme Rapper aimed at preschoolers, who will rap in Hindi, including covering classic nursery rhymes. Each rhyme will end with a moral.

Three different albums (with nine tracks on each) will be released as part of the initial promotion, with the first coming out on 6th December. Interestingly, considering the age range of the target demographic, the rhymes will be available on YouTube, Facebook, DSPs including Ganna, Spotify and Saavn as well as on TikTok.

Of course, this is designed to reach parents wherever they are, but it is interesting for a brand aimed at kids to have such a multi-channel strategy from the off. Nursery rhymes have driven huge audiences for western children’s channels like Little Baby Bum in the past. Given YouTube’s popularity in India for music, Rhyme Rapper looks like a smart launch.

Stuart Dredge

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