JioSaavn brings Marshmello and Pritam together for
global record, “BIBA”
Powered by Artist Originals (AO), the
famously-anonymous DJ is releasing his first Hindi track with renowned singer
and composer, Pritam
The music video will have a Bollywood-esque
treatment and look from the house of Dharma Productions & Student of the
Year 2 Director, Punit Malhotra
(Mumbai, IN and New York, NY) February 1, 2019 –
In an industry first, electronic dance music DJ-producer Marshmello and
Bollywood’s most sought after music-composer Pritam are releasing “BIBA” today,
a collaborative track. As the latest release from Artist Originals (AO),
JioSaavn’s in-house music label for independent artists, “BIBA” is Marshmello
and Pritam’s first project together.
“BIBA,” which is now live for streaming worldwide,
represents an increasingly multicultural music industry that weaves together
genres, languages and starpower across borders. The uplifting, romantic track
combines the pure emotion and joy of Bollywood with Marshmello’s world-class
contemporary production that fills stadiums and festival-grounds around the
world. The track also features Indo-Kiwi artist and Youtube phenomenon Shirley
Setia.
Marshmello, who has more than 20 million combined
social media followers, has consistently landed at the top of global dance
charts since his 2016 breakout single, “Alone,” the video for which is at 1
billion views on YouTube. His latest smash hit single "Happier" with
Bastille topped the charts around the world, with cumulative streams nearing
one billion. His signature chilled out vibe, undeniable talent and mysterious
profile earned him No. 5 on U.S. dance charts for his album Joytime, climbing
to No. 1 in 2018 with Joytime II. Marshmello is currently nominated for six
iHeartRadio Music Awards, including Best New Pop Artist, Best Dance Artist, and
Best Producer. Marshmello won his first American Music Award for “Best
Electronic Artist” at the 2018 AMA's and a 2018 MTV EMA Award for "Best
Electronic Artist.” Slated to be one of the highest-earning DJs in 2019,
Marshmello graced the cover of the 2018 Forbes 30 Under 30 issue. Forbes
included his manager Moe Shalizi on the list and called Marshmello “infinitely
scalable.”
“I went to
India for the first time ever a few years ago and I had no clue how much it
would change me. The amount of love, strength and compassion the people of
India have is remarkable. I’ve never been somewhere where I felt so appreciated
and loved by so many and from that moment on it became one of my favorite
places and I always wanted to do something for the culture.” Marshmello stated.
“When I connected with Pritam, I told him we have to do something fun together,
something that makes you want to get up and dance and I think Biba is perfectly
that. I’m excited for the world to hear it!”
Entirely in Hindi, “BIBA” could be viewed as
Marshmello’s most directly cross-cultural project to date. His collaborator is
Bollywood’s most successful composer, having scored music for more than 100
Indian films. And with an understanding of popular music, JioSaavn saw Pritam
as a natural fit for the track. For “BIBA,” Pritam experimented with genres and
created completely new sounds.
Pritam added, "Marshmello's team and I wanted
to collaborate on music that would be very popular and still retain that Indian
sound, something that could play at weddings. I enjoyed working on 'BIBA' with
him and the experience allowed me to see why he is the biggest music
producer."
Pritam’s new track with Marshmello is powered by
AO. The genesis of the collaboration came through JioSaavn COO, Gaurav Sharma,
and represents the significant role JioSaavn continues to play in bridging the
Western and Indian music industries. Previously, JioSaavn facilitated a viral
Dillon Francis remix of the 2017 AO hit “Bom Diggy” by Zack Knight and Jasmin
Walia. When Sharma and Shalizi met in 2018, plans were already underway to
leverage JioSaavn’s platform and user base to elevate Indian culture and music
across the globe. With Marshmello
looking for new ways to engage with his global fans, Sharma and Shalizi quickly
saw an opportunity to align.
“When I first met Moe, he told me he grew up in a
house that had Devdas and SRK (Shahrukh Khan) movies playing all day. Music is
an incredible way for cultures to connect and find common ground, and that was
really the genesis of all of this. Mello wanted to make music that was
authentic to India for the millions of fans he had here. He wanted to be part
of the culture - not just feature in it, and that meant a lot to us.” Sharma,
COO – JioSaavn, said about the release.
“Music in India is evolving - it’s taking more risks, it’s becoming more
artist driven, and it’s becoming more international. BIBA represents all of that.
For JioSaavn, we’re going to continue to be the platform for both Indian and
International artists to build, collaborate, succeed, and bring our culture to
the global stage. This is just the beginning.”
Stay tuned for the forthcoming music video for
“BIBA,” which will be directed by superstar filmmaker, Punit Malhotra. The
director will also be releasing one of the most anticipated films of 2019,
Student of the Year 2 in May.
As part of the collaboration, Marshmello will
perform select shows in India. Fans can catch him at Supersonic Arena in
Hyderabad (February 15th); Huda Grounds in New Delhi (February 16th); and
Supersonic Festival in Pune (February 17th). Top Indian electronic act and
fellow AO artists, Lost Stories, will be joining Marshmello for the mini-tour.
JioSaavn’s AO, which was launched in 2017, is the
first full-spectrum streaming label and artist platform to develop, distribute
and market South Asian talent from around the world. AO artists have consistently landed at the
top of the charts. “Bom Diggy”by Zack
Knight and Jasmin Walia was #1 on iTunes India for approximately 3 months and
has been streamed more than 75 million times. Prateek Kuhad’s folk-pop title
track “cold/mess” was #1 on iTunes Charts for approximately 2 weeks.
AO artists have gained global notoriety with
unprecedented industry access and large-scale marketing campaigns. Queens rapper Anik Khan found himself on a
Times Square billboard for his "Big Fax" anthem for immigrant pride.
Next up is a forthcoming LP for California alt-soul vocal sensation, Sid
Sriram.
मालोबिका चाहे बॉलीवुड की फ़िल्में- क्लिक करें
