27th November, 2024
20th April, 2019Sterling Reserve Music Project is proud to present it’s fourth global release, YoYo, a collaboration introducing rising star RS Chauhan mentored by Ikka and produced by Rishi Rich.
YoYo is a Hindi – Punjabi urban club banger set to up tempo beats by Asian music producer Rishi Rich and appeals to fitness enthusiasts and club goers alike. With the hard hip hop beats that YoYo provides and the powerhouse of a vocal delivered by RS Chauhan; YoYo brings to the forefront the mentor protégé relationship with Ikka penning the lyrics and delivering a bounce rap, coupled with the in-studio composition by Ikka and RS Chauhan.
YoYo is a tribute to Yo Yo Honey Singh and his impact on the world of music.
YoYo is a dance track with a party vibe building on the “twerk” dance form and is sure to be the party anthem of the season. The music video has been direct by Robby Singh and Inflict and the production house is Fab Entertainment.
Devraj Sanyal, Managing Director and CEO of Universal Music & EMI Music, India & South Asia shares, “YoYo” the next song from the Sterling Reserve Music Project has been written in dedication to my dear old friend Yo Yo Honey Singh, who defined the dance, hip hop and R&B space. It’s amazing, when IKKA who’s been inspired by him and considers himself his little brother, then in turn co-writes & co-produces for his protégé RS Chauhan, making this full circle. I’m also very grateful to my long-standing in-house exec producer Rishi Rich for creating magic on this track, which has a lot of the Rishi vibe on it. This one is a sure shot club banger & already has people playing it on loop. The initial reaction is absolutely amazing.”
Sharing his thoughts, Bikram Basu, Chief Operating Officer, Allied Blenders & Distillers said, “We are excited to reveal our fourth big ticket single from the Sterling Reserve Music Project. In line with the brand ideology of ‘Chase the Next’, the song “YoYo,” by RS Chauhan Feat. IKKA and Rishi Rich is sure to impact audiences all over India. It is simply wonderful. Sterling Reserve Music Project is beginning to realise its dream of encouraging emerging talent and presenting them to audiences.”
Punjabi rapper, Ikka said, “I’m so excited to present R.S. Chauhan’s sound to the world on the Sterling Reserve Music Project. It’s heartening to see a platform like Sterling Reserve Music Project enable young artists, especially RS Chauhan and break their releases in such a meaningful way. I was really happy to work with Rishi Rich and get his support on the song “YoYo.”
Rishi Rich shares: “The Sterling Reserve Music Project with Allied Distillers and Blenders and Universal Music India is a great collaboration for artists with a distinct and original sound. RS Chauhan is a young kid on the block with a very fresh voice and when I was asked to produce this record, it was an immediate yes. I’m all about collaborating with young talent and it’s been great being a part of the start of his musical journey as well as collaborating once again with my brother IKKA.”
The Sterling Reserve Music Project is an enabler platform for independent music and is language and genre agnostic. The platform aims to provide a home to artists with 360 degree marketing promotions and to chase the next emerging sound across the nation.
The platform already boasts of 3 successful releases Hear Me by Anushqa, Dil Mera by Left Turn and Broken by Arunaja.
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