Page 41 - Rolling Stone - India (December 2019)

A.R. RAHMAN
F O R T HE C E L E B R A T E D
C O M P OS E R , P I C K I N G
I N D I A’ S M OS T P R O M I S I N G
Y O U N G A R T I S T S F O R T HE
N AT I O N W I D E TA L E N T
H U N T N E X A M U S I C C A M E
F R O M A P E R S O N A L S PA C E
BY RIDDHI CHAKRABORTY
PHOTOGRAPHS BY ROHIT GUPTA
few artists are seated comfortably The final candidates will also get to tour and
on the ground while a bunch of perform at 12 live events across India. To
them are positioned atop multi- serve as beacons for the emerging talent,
A tiered stools. Some daring ones NEXA Music also brought onboard three
are balancing their carefully crafted stances headliners, each of them an indie star—
on high ladders and it’s quite a sight to see. veteran rocker Uday Benegal of Indus
The group of 44 young musicians in an Creed, singer-songwriter Nikhil D’Souza
assortment of postures is here to shoot the and playback singer and performer par
most ambitious cover for Rolling Stone India excellence, Anushka Manchanda.
yet and the mood is electric with what’s about For Rahman, it was the opportunity to
to come. promote an oft-neglected segment of the
Test shots are underway, the set is silent arts with the help of NEXA Music, which
and the musicians are almost statue-still really struck a chord. “India is known for
when the large studio door finally creaks film music, classical music and folk music.
open and A.R. Rahman walks in. Dressed But independent English-language music
in a red-and-black plaid blazer, tie-dye is probably the orphaned area, the ignored
trousers and dark glasses, his entire look space,” he says. “It’s so nice to see these
screams ‘superstar.’ In the next second, the kids taking the courage [to pursue music]
tower of artists breaks into an assortment even though there aren’t enough outlets for
of emotions—there’s gasping, whispering, them—they’re making efforts to put their
loud cheering and eventually, thunderous music on YouTube, they’re playing indie gigs,
applause as the Grammy and Oscar-winning all underground. It’s time for them come to
composer says hello and joins the group. He the ground and the time for us to witness
casually hops over to his designated spot the magic.”
(a space no bigger than one square foot) Cerejo explains that the project has been
and asks everyone how they’re doing. The an eye opener to him in many ways. “When I
otherwise boisterous group is at first a little listened to some of the artists that made the
awkward, shy even—they’re all still reeling cut, I was blown away by the talent we have
from the well-known ‘Rahman effect’—but in our own backyard. The indie scene has
soon enough, a selfie epidemic begins and been brewing on slow burn for some years
loud bantering takes over. but right now it’s exploding with artists that
The 44 artists gathered around Rahman have a voice. The 24 NEXA Lab artists have
are part of 24 diverse acts (a mix of solo blurred genre lines to define what English
artists, duos and bands) hand-picked by music in India sounds like right now.”
the composer as part of the nationwide Both Rahman and Cerejo highlight the
talent hunt, NEXA Music. Presented by the most laudable bit about Nexa Music—the fact
partnership between the digital media firm that the initiative chose to invest in original
Qyuki and NEXA, it was conceptualized as music in English created by independent
a unique initiative for independent artists artists—something that most brands are
and aims to spotlight creators of English- afraid to do. “It’s rare for a huge brand that
language original music across the country. has a global presence to go against the grain
The Top 24 we meet at the shoot were and create a revival when most everyone else
shortlisted from over 1000 entries the is just interested in what’s already popular,”
contest received. Under the mentorship of says Cerejo. “ARR and Qyuki have had a
Rahman and noted composer and record wonderful vision for the indie scene in India
producer Clinton Cerejo, these 24 acts were and I’m only too happy to help realize that
given the opportunity to have an original vision through NEXA Music.”
track produced at the Nexa Music Lab. The Juhi Mehta, President, Qyuki, who has
result was a genre-defying sonic spectrum been leading the project since its inception,
of music that includes power-ballads, bright feels that NEXA Music has filled many
pop, soulful acoustic offerings, prog-rock voids for a range of artists. For budding
anthems and more. talent, it has equipped them with a top-
“It was unbelievable!” says Rahman quality audio track and a music video. For
when we ask about the experience of finally experienced yet under-funded musicians,
meeting the artists whose music he had the project has facilitated new connections
liked so much. “Being a composer you’re just and opportunities within the industry. She
locked inside a studio… all of these artists believes that the inclusive, representative
were so awesome, so lovable. I want to spend nature of the project is one of its biggest
more time with them.” hallmarks. “The idea was that we don’t
The soon-to-be-announced Top 4 winners restrict ourselves to a particular genre or a
will get to collaborate with the mentors to type. We wanted to celebrate the diversity
create four more tracks and music videos. within India,” Mehta says, adding, “And as
December 2019 | Rolling Stone India | 41