MUMBAI: India’s leading media and entertainment conglomerate, Viacom18, recently launched its pro-creator offering KaanPhod #MusicKaMadhouse, a cross-platform artist and music discovery platform, which aims to be the ultimate destination for all things touch the music. The first artist label has launched its first edition of live performances by emerging independent artists of “Mic-test”, its flagship property in a fantastic musical night. The much-talked-about extravaganza took place at ‘Raasta Bombay’, a funky lounge located in Khar West, on June 15, 2022, which boasted energetic performances from Prateek Gandhi, Varun Jain, Dridha, Yung Fly and The Western Ghats.
Viacom18’s Youth, English Music and Entertainment (YME) Group’s KaanPhod, as a music content destination, will not only showcase trends across global landscapes, but will also highlight Indian music and its place in the cultural fabric. from the country. Live jam sessions, guitar streaming sessions with seasoned musicians, and the latest tracks from up-and-coming creators are now just a click away! KaanPhod #MusicKaMadhouse is available on major digital audio streaming platforms including Hungama, Wynk, Amazon Music, Spotify, Jio Saavn, Resso and YouTube.
Speaking about the music event held in Mumbai, Anshul Ailawadi, Business Head – Youth and English Cluster at Viacom18 said, “KaanPhod, as a cross-platform artist and music discovery platform, is investing in the the country’s booming independent talent exploration. Indie music needs a boost, and Mic-test on KaanPhod is the springboard that does just that. We recognized some incredible musical talent, and it was only natural for them to showcase their prowess at a live event. The first edition of KaanPhod’s Music Night received a wonderful response, and we look forward to hosting many such experiences for our artists and music lovers.
Expressing his thoughts on the initiative, pop artist Prateek Gandhi said, “I felt a deep sense of elation when my track Main Roiyaan was released by KaanPhod. As a musician while I am passionate about the creative process of composing new tunes, such avenues encourage us to create great music. The production of my track, the creation of the music video and now, a live event with an amazing audience – I don’t think I could ask for more!”
Singer-songwriter Varun Jain added, “Although audiences have always appreciated the covers I performed, releasing original music was a dream come true for me. The beauty of KaanPhod is the freedom they give us as musicians when it comes to compositions and I couldn’t have asked for a better launch for my song – Raaste.
Rapper and b-boy Yung Fly said, “Being part of Mic-Test on KaanPhod was super exciting for me. Being able to express myself as I wish is crucial for my music. And that’s what I love about KaanPhod. My song Brand-New got an amazing response on KaanPhod’s YouTube playlist, and I have to say, it’s an uplifting feeling.
Commenting on the initiative, Dridha said, “Music is a form of expression for me, the last time I felt this ecstasy was when my song Sombre Valley came out, earlier this year. I can’t wait for my single to be uploaded to this amazing platform – fingers crossed I hope it strikes the right chord with my audience!”
The Western Ghats, the electronic/alternative rock band, added: “Our latest track Khushnaseeb, which was released as part of MicTest on KaanPhod, has received a phenomenal response. We love performing our diverse music in front of a live audience and were thrilled to perform on KaanPhod’s first live music night.
Discover new sounds from independent musicians and artists with ‘KaanPhod #MusicKaMadhouse’ on YouTube now!