07th November, 2024
14th October, 2024Warner Music India is thrilled to announce ‘Maati,’ a unique musical experience celebrating India’s rich folklore. The project, which features eight tracks in eight languages, showcases a stellar lineup of artists including Vishal Dadlani, Mohit Chauhan, Mikey McCleary, Sushant Divgikar aka Rani KoHEnur, Madhubanti Bagchi, Ash King, Nikhita Gandhi, and more.
Launched on 9th October, the tracks will be released over the next two months across Warner Music India's YouTube channel and social media platforms. The first season of ‘Maati’ is powered by boAt, promising a world-class experience of this musical journey.
Featuring tracks in 8 different languages, celebrating the rich folklore and cultural diversity of India, Maati aims to bring alive the sound of India’s stories.
The first track, Bawla, is now live and available across all streaming platforms. Featuring the dynamic Sushant Divgikar aka Rani KoHEnur, with music by Mikey McCleary and the authentic folk sounds of The Khan Brothers, Bawla is a euphoric blend of modern beats and traditional Rajasthani folk, capturing the essence of a free-spirited soul who lives life with joyful abandon.
Curated by music composers Achint Thakkar and Parth Pandya, ‘Maati’ is a unique exploration of India's vast musical traditions. The project not only highlights regional music but also breaks stereotypes by pairing contemporary artists with folk stories that transcend language and region.
Jay Mehta, Managing Director of Warner Music India & SAARC, shared, “With Maati, our vision was to create a platform that elevates India's folk music and artists to the global stage, while celebrating the rich diversity of our folk traditions. Through this journey, we've uncovered extraordinary stories from across the country, and I am deeply passionate about sharing them with the world. This first official season marks just the beginning, as we aim to make Maati a recurring seasonal property, with plans to evolve it into a live festival next year.”
Achint Thakkar, one of the curators, added, “Maati is about breaking boundaries—showing that folk music isn’t confined to regional artists. Every artist involved has fully embraced the folk traditions they are representing, creating a truly immersive musical experience.”
Parth Pandya, co-curator, commented, “Working on Maati has been an incredible experience. We’ve brought together an amazing ensemble of artists to tell the rich stories of India’s culture. India is a land of languages, but music is a boundless emotion. Maati embodies that freedom—it’s everything, everywhere.”
Aman Gupta, Co-Founder and CMO at boAt shares, “boAt, as a proud homegrown audio technology brand, has always been deeply rooted in the rich diversity and culture of India. Our journey with Maati feels like a natural extension of that pride. We understand that it’s not just about gaining a share of voice, but about truly embracing a share of culture—by meaningfully contributing to the music scene and celebrating the vibrant heritage that shapes who we are.”
Click on the YouTube link below to watch the song Bawla:
