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This is the third time that we are reporting about a song of the upcoming movie <keyword id="2499664" type="UNKNOWN" weightage="100" keywordseo="Shaandaar">Shaandaar</keyword>, but believe us, every single song of the movie looks promising enough for being mentioned separately. 
 
The latest number to have had it’s video launched by the makers is called <keyword id="3081049" type="UNKNOWN" weightage="100" keywordseo="nazdeekiyaan">Nazdeekiyaan</keyword>, and carries a beautiful ballroom dance sequence. However, what adds to it is the fact that the song is shot in black and white, a rare feature these days when everyone is trying to include as many HD colors in their songs and movies. 
 The song, which has been penned by Amitabh Bhattacharya and sung by Nikhil Paul George and Neeti Mohan, has its music composed by <keyword id="142520" type="PERSON" weightage="100" keywordseo="Amit-Trivedi">Amit Trivedi</keyword>. In the song, we see a dapper <keyword id="6355887" type="PERSON" weightage="100" keywordseo="Shahid-Kapoor">Shahid Kapoor</keyword>, dressed in a white tuxedo, dancing with <keyword id="6354526" type="UNKNOWN" weightage="100" keywordseo="Alia-Bhatt">Alia Bhatt</keyword>, who looks stunning in a white gown. We also catch glimpses of <keyword id="51959" type="PERSON" weightage="100" keywordseo="Pankaj-kapur">Pankaj Kapur</keyword>, who in real life is Shahid’s father but plays Alia’s father in the movie. 
 
In a hilarious sequence, the father-son duo also dance together, as Alia looks on. Also, at the end of the song, we see as many as nine Shahid-Alia couples matching their steps. 
 
Watch the video to experience vintage love in modern style. 
 
 
 
 
<a href="https://www.youtube.com/watch?v=nR_5zMRkS5g">[Source]</a>

Shaandaar continues to sizzle through its songs, Nazdeekiyaan warms hearts

<ul><li>'Gangubai Kathiawadi', directed by Sanjay Leela Bhansali and featuring Alia Bhatt, wins three technical awards at IIFA Rock night.</li><li>The film received awards for Cinematography (<keyword id="2558236" type="General" weightage="80" keywordseo="sudeep-chatterjee" source="Orion">Sudeep Chatterjee</keyword>), Screenplay (Sanjay Leela Bhansali and <keyword id="16753782" type="General" weightage="80" keywordseo="utkarshini-vashishtha" source="Orion">Utkarshini Vashishtha</keyword>), and Dialogue (Utkarshini <keyword id="3118360" type="General" weightage="80" keywordseo="vashishtha" source="Orion">Vashishtha</keyword> and Prakash Kapadia) at IIFA Rock night.</li><li>'Bhool Bhulaiyaa 2', the horror comedy directed by Anees Bazmee and starring Kartik Aaryan and Kiara Advani, secures two awards following 'Gangubai Kathiawadi'.</li></ul>Abu Dhabi, Sanjay Leela Bhansali's Alia Bhatt-starrer 'Gangubai Kathiawadi' bagged three technical awards at the IIFA Rock night, which marked the beginning of the three-day 23rd edition of the International Indian Film Academy and Awards (IIFA) at Yas Island on Friday night. The awards the film got were for Cinematography (Sudeep Chatterjee), Screenplay (Sanjay Leela Bhansali and Utkarshini Vashishtha), and Dialogue (Utkarshini Vashishtha and Prakash Kapadia). 'Gangubai...' was followed by Anees Bazmee's horror comedy, 'Bhool Bhulaiyaa 2', featuring Kartik Aaryan and Kiara Advani, which won two awards -- Choreography for Title Track (Bosco Caesar) and Sound Design (Mandar Kulkarni). Ajay Devgn's crime thriller 'Drishyam 2' received one award -- Editing (Sandeep Francis) -- as did Ranbir Kapoor and Alia Bhatt's action adventure, 'Brahmastra: Part One - Shiva' (Special Effects-Visual, DNEG, Redefine); Hrithik Roshan and Saif Ali Khan's 'Vikram Vedha' (Background Score, Sam CS); and 'Monica O My Darling', starring Rajkummar Rao, Huma Qureshi and Radhika Apte, for Sound Mixing (Gunjan A. Sah, Boloy Kumar Doloi, and Rahul Karpe). The awards were announced on an evening of memorable music performances by Amit Trivedi, Badshah, <keyword id="5293" type="General" weightage="80" keywordseo="sunidhi-chauhan" source="Orion">Sunidhi Chauhan</keyword>, <keyword id="310859" type="General" weightage="80" keywordseo="sukhbir-singh" source="Orion">Sukhbir Singh</keyword>, Palak Muchhal and Iulia Vantur Sobha, presented by choreographer and director Farah Khan and Rajkummar Rao. The musical spectacle began with a dance performance by Palak Muchhal, followed by Farah Khan, who also danced her way onto the platform. Rajkummar Rao took the stage while playing the song 'Main Hoon Na', and the two recreated a scene from 'Kuch Kuch Hota Hai' in which they both greeted the crowd and engaged in a witty conversation about friendship. Sunidhi Chauhan and Badshah, starring Jacqueline Fernandez, Rakul Preet Singh and Nora Fatehi, gave enthralling performances later in the evening. Amit Trivedi captivated the audience with his lovely voice while performing with Arun Kamat, Devendra Palse, Meghna Mishra and Yashita Sharma. And then everyone began dancing to the dhols thanks to Sukhbir Singh and Iulia Vantur. The evening came to a thrilling conclusion with none other than Nucleya. One of the key highlights of IIFA Rocks was a made-for-the-occasion collection showcased by Manish Malhotra, Bollywood's favourite designer. It reflected "old world charm meets the new world" and had Salman Khan and Nora Fatehi as the showstoppers for the evening. SEE ALSO: <a href="https://www.businessinsider.in/tech/apps/news/is-whatsapp-secretly-listening-to-your-private-conversations-heres-how-to-check/articleshow/100155980.cms">Is WhatsApp secretly listening to your private conversations? Here’s how to check</a> <a href="https://www.businessinsider.in/tech/news/google-pixel-6a-vs-pixel-7a-smartphone-comparison-with-price-and-features/articleshow/100177889.cms">Google Pixel 6a vs Pixel 7a: Is Google's latest mid-ranger worth the extra ₹12,000?</a>

Gangubai Kathiawadi tops technical awards at 23rd IIFA's music-loaded opening

<keyword id="2434035" type="PERSON" weightage="20" keywordseo="Rapper-Raftaar">Rapper Raftaar</keyword> has invested in the <keyword id="11790278" type="UNKNOWN" weightage="20" keywordseo="frontrow-app">FrontRow app</keyword>, six months after Deepika Padukone invested in the same platform. After investing in the learning and community platform, <keyword id="302421" type="ENTERTAINMENT" weightage="20" keywordseo="Raftaar">Raftaar</keyword> told <keyword id="105681" type="ORGANIZATION" weightage="20" keywordseo="IANS">IANS</keyword>: "I am very excited to be joining forces with the stellar crew at <keyword id="4975958" type="PERSON" weightage="20" keywordseo="frontrow">FrontRow</keyword> and see how I can add value in fostering the culture of non-academic education across India. In my teenage years, I was always motivated by the creative arts and felt like a misfit in the conventional educational setup. I have always believed there is more to life than traditional degrees and textbook knowledge and skill development deserves its spotlight now, more than ever." Elaborating how the app would be beneficial for the youth in rural areas due to unlimited avenues, he added: "Whilst interacting with young minds during my tours in different cities, I realised that rural India has alternate passions, most of which it cannot pursue. The students would come up to me and talk about their acting, singing, and filmmaking dreams. They didn't want to do engineering, IT, or medical. But they had limited avenues because they weren't in Mumbai or New Delhi." Emphasising the necessity of the app in today's times, he said: "I want to make non-academic learning accessible and affordable for small-town Indians and hope to do so as I embark on this new journey. A big shout out to my partner, Ankit Khanna (AK Projekts) for making this happen." FrontRow has secured an undisclosed amount from Raftaar and AK Projekts. The fundraise came six months after Frontrow secured seed funding of $3.2 million from Deepika Padukone, <keyword id="455799" type="COMPANY" weightage="20" keywordseo="Lightspeed-Venture-Partners">Lightspeed Venture Partners</keyword>, and Elevation Capital (formerly SAIF Partners). Reflecting on the development, Mikhil Raj, co-founder, FrontRow told IANS: "We are excited to join hands with Raftaar on the mission of democratising access to learning with partnerships with some of the industry's finest peers and experts at an affordable price from the comfort of your home. We continue to aspire to make learning accessible, easier, and enjoyable at FrontRow with partnerships like these." The non-academic skill development platform was founded by serial entrepreneurs Mikhil Raj, Shubhadit Sharma, and Ishaan Preet Singh in 2020. The app has forged creative alliances with celebrities like Neha Kakkar, DIVINE, Suresh Raina, Amit Trivedi, Biswa Kalyan Rath, Yuzvendra Chahal, Bhuvneshwar Kumar, Raju Srivastava, <keyword id="6404681" type="ENTERTAINMENT" weightage="20" keywordseo="Sunburn">Sunburn</keyword>, MortaL and 8bit Thug in the past. Adding on Ankit Khanna, founder, AK Projekts said: "We are extremely bullish on the opportunity presented in the celebrity-driven vocational training platform segment in India. We believe there is huge merit and scope in this business that allows a wide section of people to have access to leaders from their respective fields and to learn from them directly. We are excited to support a new archetype for learning, an assortment of education, entertainment, and community." SEE ALSO <a href="https://www.businessinsider.in/tech/news/google-is-now-using-chrome-as-another-security-layer-for-account-sign-ins/articleshow/84975356.cms">Google is now using Chrome as an added security layer for account sign-ins</a> <a href="https://www.businessinsider.in/stock-market/news/how-to-check-allotment-status-of-glenmark-life-sciences-ipo/articleshow/84978486.cms">Glenmark Life Sciences IPO: How to check allotment status, listing date and more</a>

After Deepika Padukone, Rapper Raftaar also invests in learning community FrontRow

<keyword id="6355887" type="PERSON" weightage="100" keywordseo="Shahid-Kapoor">Shahid Kapoor</keyword>, <keyword id="6354526" type="UNKNOWN" weightage="100" keywordseo="Alia-Bhatt">Alia Bhatt</keyword> and <keyword id="143066" type="PERSON" weightage="100" keywordseo="Vikas-Bahl">Vikas Bahl</keyword> have been doing amazing work lately, and this is the reason that their upcoming project <keyword id="2499664" type="UNKNOWN" weightage="100" keywordseo="Shaandaar">Shaandaar</keyword> is quite awaited by fans and critics alike. In what’s called India’s first movie based on destination weddings, we would see Shahid as Jagjinder Joginder, a wedding planner responsible for a destination wedding and Alia as, well, Alia, the sister of the bride. 
 
Both Shahid and Alia are rumored to be playing insomniacs in the movie, which is why the <a href="http://www.businessinsider.in/Shaandaar-First-look-out-trailer-and-release-dates-announced/articleshow/48358558.cms">first poster</a> of the movie showed them sound asleep, holding each other’s hands. 
 The first song from the much-anticipated Dusshehra release is out. It’s sung by Vishal Dadlani and Anusha Mani, with Amit Trivedi’s music and Anvita Dutt’s lyrics, and we see Shahid, one of the best dancers in <keyword id="143" type="CITY" weightage="100" keywordseo="Bollywood">Bollywood</keyword>, Alia, and <keyword id="2593624" type="UNKNOWN" weightage="100" keywordseo="Sanah-Kapur">Sanah Kapur</keyword> (Shahid’s sister from his father’s marriage to actress Supriya Pathak Kapur) grooving to its tunes. The song, Gulaabo, was released online today, after a strong buzz on all major social networking websites for two days. 
 
If reports are to be believed, the first song release of the movie featuring Sanah was Shahid’s Rakshabandhan gift to his pretty sister. 
 
Catch the song here. 
 
 
 
 
The movie, which also stars Shahid’s father Pankaj Kapur, along with Sushma Seth, Niki Aneja Walia, Sanjay Kapoor, releases on 22nd October.

Watch Shahid and Alia match steps in Gulaabo, the first song from Shaandaar

<a href="http://www.businessinsider.in/bi-year-ender-here-are-2016s-top-grossing-bollywood-movies/articleshow/56116526.cms"> Dangal</a>, <keyword id="6355923" type="PERSON" weightage="100" keywordseo="Aamir-Khan">Aamir Khan</keyword>'s ambitious wrestling biopic on <a href="http://www.businessinsider.in/searchresult.cms?query=mahavir+singh+phogat&amp;sortorder=effectivedate">Mahavir Singh Phogat</a> and his daughters Geeta and <keyword id="6426260" type="UNKNOWN" weightage="100" keywordseo="Babita-Phogat">Babita Phogat</keyword> released in theatres today and if reviews are anything to go by, we may just have the film of the year. The movie chronicles the journey of the trio through the world of wrestling and how they overcome prejudice and conventional societal beliefs about traditional notions of gender. 
 
Apart from Aamir Khan in the pivotal role, the film also stars Sakshi Tanwar and newcomers Fatima Sana Sheikh and Sanya Malhotra. 
 Here's what <keyword id="143" type="CITY" weightage="100" keywordseo="Bollywood">Bollywood</keyword> celebrities tweeted about Aamir Khan and his performance in the film: 
 
 
<blockquote class="twitter-tweet" data-lang="en">
	
		<a href="https://twitter.com/hashtag/Dangal?src=hash">#Dangal</a> is the best film I've watched in a long time. And in all probability, will remain so for a very long time. Salute, <a href="https://twitter.com/aamir_khan">@aamir_khan</a> Sir!
	— Shirish Kunder (@ShirishKunder) <a href="https://twitter.com/ShirishKunder/status/810892523770150912">December 19, 2016</a></blockquote>

<blockquote class="twitter-tweet" data-lang="en">
	
		My Family saw <a href="https://twitter.com/hashtag/Dangal?src=hash">#Dangal</a> today evening and thought it was a much better film than <a href="https://twitter.com/hashtag/Sultan?src=hash">#Sultan</a>. Love u personally Aamir but hate u professionally ! <a href="https://t.co/sJlDG7u95c">pic.twitter.com/sJlDG7u95c</a> — <keyword id="6354583" type="PERSON" weightage="100" keywordseo="Salman-Khan">Salman Khan</keyword> (@BeingSalmanKhan) <a href="https://twitter.com/BeingSalmanKhan/status/812026686480879617">December 22, 2016</a></blockquote>

<blockquote class="twitter-tweet" data-lang="en">
	
		Devoted to the religion that is cinema... 
		Passionate to an unparalleled degree... 
		With an awe inspiring honesty...<a href="https://twitter.com/aamir_khan">@aamir_khan</a> <a href="https://twitter.com/hashtag/Dangal?src=hash">#Dangal</a> — <keyword id="106133" type="PERSON" weightage="100" keywordseo="Ranveer-Singh">Ranveer Singh</keyword> (@RanveerOfficial) <a href="https://twitter.com/RanveerOfficial/status/811829149576863744">December 22, 2016</a></blockquote>

<blockquote class="twitter-tweet" data-lang="en">
	
		You make the wait for all your films so totally worth it <a href="https://twitter.com/aamir_khan">@aamir_khan</a>! Kudos to you and team <a href="https://twitter.com/hashtag/Dangal?src=hash">#Dangal</a> for this absolute gem! What. A. Film. — <keyword id="62210" type="PERSON" weightage="100" keywordseo="Sonakshi-Sinha">Sonakshi Sinha</keyword> (@sonakshisinha) <a href="https://twitter.com/sonakshisinha/status/812138221576429568">December 23, 2016</a></blockquote>

<blockquote class="twitter-tweet" data-lang="en">
	
		Shaabbaashh ...!!! 🌟🌟🌟Can t stop thinking what a superlative film <a href="https://twitter.com/hashtag/Dangal?src=hash">#Dangal</a> Aamir has made , the risks he has taken&amp;dedication he has put in.
	— Juhi Chawla (@iam_juhi) <a href="https://twitter.com/iam_juhi/status/812122939839614977">December 23, 2016</a></blockquote>

<blockquote class="twitter-tweet" data-lang="en">
	
		<a href="https://twitter.com/hashtag/Dangal?src=hash">#Dangal</a> In the spirit of wrestling,a truly uplifting film :) Outstanding MUST watch <a href="https://twitter.com/niteshtiwari22">@niteshtiwari22</a> <a href="https://twitter.com/Ashwinyiyer">@Ashwinyiyer</a> seamless wonderfulness! ❤️ — <keyword id="437076" type="PERSON" weightage="100" keywordseo="Swara-Bhaskar">Swara Bhaskar</keyword> (@ReallySwara) <a href="https://twitter.com/ReallySwara/status/812091957916758016">December 23, 2016</a></blockquote>

<blockquote class="twitter-tweet" data-lang="en">
	
		<a href="https://twitter.com/hashtag/dangal?src=hash">#dangal</a> is such a free flowing piece of cinema. Leaves you motivated and inspired. It's a classic! Hail <a href="https://twitter.com/aamir_khan">@aamir_khan</a> <a href="https://twitter.com/niteshtiwari22">@niteshtiwari22</a> 👏✌️👍👌🙏🏻
	— Ayushmann Khurrana (@ayushmannk) <a href="https://twitter.com/ayushmannk/status/812063033195433984">December 22, 2016</a></blockquote>

<blockquote class="twitter-tweet" data-lang="en">
	
		Saw many films this year some were good,some were very good. But nothing comes closer to <a href="https://twitter.com/hashtag/Dangal?src=hash">#Dangal</a>.best film of the year 2016.go watch it
	— Amit Trivedi (@ItsAmitTrivedi) <a href="https://twitter.com/ItsAmitTrivedi/status/812155848315125760">December 23, 2016</a></blockquote>

<blockquote class="twitter-tweet" data-lang="en">
	
		Very rare one would come across a movie which is above any review, ratings &amp; these 140 characters.. that's <a href="https://twitter.com/hashtag/Dangal?src=hash">#Dangal</a> — <keyword id="6356250" type="PERSON" weightage="100" keywordseo="Yami-Gautam">Yami Gautam</keyword> (@yamigautam) <a href="https://twitter.com/yamigautam/status/812177550789070848">December 23, 2016</a></blockquote>

<blockquote class="twitter-tweet" data-lang="en">
	 <keyword id="6358210" type="PERSON" weightage="100" keywordseo="Dangal">Dangal</keyword> girls stole my heart while inspiring me at the same time.. Fatima, Sanya, Zaira, Suhani you are amazing!! ❤️❤️ <a href="https://twitter.com/hashtag/Dangal?src=hash">#Dangal</a>
	— Kriti Sanon (@kritisanon) <a href="https://twitter.com/kritisanon/status/812179003876528128">December 23, 2016</a></blockquote>

Dangal review: Here's what Bollywood's celebrities tweeted about Aamir Khan's film

<ul><li>As the restrictions on the AlcoBev category grew stronger, there was an upsurge in music associations</li><li>Bacardí was among one of the first brands to marry music into its marketing strategy and in the last 20 years, the way it has used music has also evolved</li><li>The last song released under <keyword id="8065961" type="UNKNOWN" weightage="20" keywordseo="Bacardi-House-Party-Sessions">Bacardi House Party Sessions</keyword> was Sage by Ritviz, which gained a lot of love from millennials and we asked <keyword id="7306339" type="UNKNOWN" weightage="20" keywordseo="Anshuman-Goenka">Anshuman Goenka</keyword> how much it helped the brand</li></ul> Bacardí India has leveraged music since its inception in India, forming a strong brand identity for its rum portfolio. The brand’s journey from the beginning of <keyword id="20541" type="PERSON" weightage="20" keywordseo="bacardi-blast">Bacardi Blast</keyword> in the early 2000s to <keyword id="497469" type="ENTERTAINMENT" weightage="20" keywordseo="NH7-Weekender">NH7 Weekender</keyword>, to <a href="https://youtu.be/qnAo7OgHfi8" data-type="tilCustomLink">Bacardí House Party Sessions</a> (BHPS) proves how music was the anchor to its growth, as if its inseparable from its brand identity. In the last four to five years, as the restrictions on the AlcoBev category grew stronger, there was an upsurge in music associations. However, Bacardí was among one of the first brands to marry music into its marketing strategy and in the last 20 years, the way it has used music has also evolved. Anshuman Goenka, Head of Marketing, Bacardí India shared how music has helped <keyword id="15277" type="COMPANY" weightage="20" keywordseo="bacardi">Bacardi</keyword> maintain a strong brand recall, surf through the restrictions on alcobev brands in our country, and how it has pushed the brand to come up with innovative solutions every time. Out of all their properties, Goenka holds Bacardí NH7 Weekender closest to his heart. As he feels nostalgic for the golden days and excited for their on-going campaign called ‘<a href="https://youtu.be/uL-aOQD2CQQ" data-type="tilCustomLink">Do What Moves You</a>,’ we are bringing to you some excerpts from our interview: Q. Can you walk me through Bacardí's music journey? Which musical property do you place close to your heart? In its 20 odd years in India, Bacardí has gone from being famous for hosting parties way beyond it’s time like the Bacardí Blast campaign and that one early jingle “Be what you wanna be”, to associating with iconic music festivals and content creators. In 1999, when we launched the Bacardí Blast campaign, we literally took the concept of nightclubs out in the open, pioneering the idea of open-air music experiences. For the last couple of years, we have used every platform possible to give our artists a bigger and better stage to create the music that moves them and showcases their talent. Continuing to work with music, we realized that there seemed to be no platform where music-lovers could just spend a few days in the company of what they enjoyed the most. That is when the brand along with OML created Bacardí NH7 Weekender to bring the best of music - independent artists, local and international to perform to the cheering crowds in India, a few days of pure music bliss. This platform helped us create several new relationships with the indie scene and we slowly came to understand the gaps these talented artists face leading to the culmination of Bacardí House Party Sessions, an avenue for independent artists to create, develop and promote their music with the benefit of every resource possible and mentorship. Yet, of all of our properties, the one that remains closest to our hearts, will have to be Bacardí NH7 Weekender. We take immense pride in having built one of the most anticipated music festivals in the Indian calendar, or better yet, one of the happiest music festivals. This year, we’re celebrating a decade of Bacardí NH7 Weekender, one of the first, large scale music festivals India had ever seen. When we see the online excitement leading up to the Weekender, the crowds lining up to enter and audiences singing along to indie artists, it’s worth far more than any measurable outcome. Q. Bacardí was one of the first few brands in our country to leverage music as a marketing strategy. Tell me how has this played out – how has using music benefited the brand so far? From Bacardí Blast to Bacardí NH7 Weekender, music is truly entrenched in Bacardí’s DNA and we understand that building equity takes years of both consistent interest and investment, and seeing real impact requires long-term assessment. When we look at the benefits from campaigns such as Bacardí House Party Sessions, we see the rise in brand uplift scores and based on our brand surveys, over 80% of Bacardí NH7 Weekender attendees have a strong brand recall and resonate with the fact that Bacardí stands for great musical experiences. The increase in engagement that we’ve been garnering on digital platforms, the artist’s familiarity across regions and sheer audience love at BNH7 Weekender, where these songs are sung along within a week of their release, are a testament to our efforts and investments. Q. Do you think music has been a great alternative for AlcoBev brands in India? How do you see the category using it now v/s when you began? In the last 5-6 years, there has been a surge of AlcoBev brands in India associating with music. Music knows no boundaries and increasingly, brands are starting to latch on to this emerging trend because it allows them to communicate to a wider target audience. This began in the late 2000s with the outbreak of several sponsored music festivals and events cropping up across the region. However, brands have long moved beyond mere sponsorships and are now engaging with the community by curating meaningful experiences. Workshops, panel discussions and intimate house gigs are a few of the prominent mediums that brands have employed. Some have even gone further to facilitate long-term collaborations directly with artists building creative brand narratives through these artists’ voices. For Bacardí itself, music was never just a tool, but a means for us to give back to our audiences. Our approach has consistently been to engage and uplift the music community and our consumers, leading up to our most recent and focused campaign BHPS. It is a platform that identifies artists with a unique sound, followed by a dedicated team that works with them right from production to marketing. From our experience, right from Bacardí Blast and Bacardí NH7 Weekender, to Bacardí House Party Sessions, we have realised that music opens avenues for brands to own a space and host global platforms that resonate with consumers over a long time. Q. Do you think Bacardí was able to create a niche by focusing specifically on independent music? While we’re not the only brand to work with independent musicians, with Bacardí House Party Sessions, we are unique in the way that we help artists scale their careers. We work only with emerging artists year on year, giving them the right exposure and opportunity, allowing them to break through in a much shorter time frame. We identify artists who we feel have a unique sound, followed by a dedicated team that works with them to create, curate and promote their music. We also give them an opportunity to work with and learn from the best in the industry. This year, we had mentors like Amit Trivedi, Benny Dayal and Mohini Dey on board, who help the artists craft their music better. Bacardí supports the artist from the moment the music is penned, to the point where people sing along to their songs, from the production of their music to the promotion of the videos we helped create. This approach has helped us create a niche not only within independent music but also as an enabler of a community that requires resources, recognition and mentorship. That’s where we feel that we have bridged the gaps just nudging the undeniable talent that already exists in our country. Q. How are these associations being leveraged digitally, considering the restrictions placed on alcohol marketing in India? India is a challenging market, one that encourages us to find innovative and interesting ways to connect with our consumers. Bacardí functions on a unique content-creator model wherein we work with artists like comedians, dancers and musicians, and allow them to curate their content while keeping our brand ethos in mind, which is ‘Do what moves you’. This encourages the artists to do their thing, without fear of interference from the brand. Digitally, this approach works well with audiences who identify with our campaigns much more, when the artist is the hero of the story. It ensures that our content is original and more relevant, especially for millennial viewers. BHPS itself has taken off entirely through a digital approach lately. A combination of both mediums (digital and on-ground) is what we believe will really sustain our work.

How Keeping Music at the Heart of Bacardi’s Identity Helped it Create Strong Brand Recall

A lanky young musician made an unusual request to <keyword id="117099" type="PERSON" weightage="100" keywordseo="Raghu-Dixit">Raghu Dixit</keyword>. He wanted the frontman of <keyword id="1108832" type="ENTERTAINMENT" weightage="100" keywordseo="The-Raghu-Dixit-Project">The Raghu Dixit Project</keyword> to listen to his demo. 
 
The maestro obliged, but with a catch. 
 
He wouldn't accept it for free and instead pay for the CD. The fan initially refused, but finally accepted a Rs. 500 note grudgingly. 
 
Dixit tells him, “If you yourself don’t think your music is worth charging, no one will pay for it either”. 
 
That’s him in a nutshell. Cutting the crap, and straight from the heart. 
 
We took our chances, and asked for a chat over coffe. He agreed, and even bought us coffee. 
 
What has been keeping Raghu Dixit busy these days? 
 
Lots of stuff man! Travelling, performing and three movies. 
 
You’ve been working hard to revive folk music. How’s that going? 
 
There is no question of reviving it. Folk or ethnic music wasn't dead in the first place. And, more importantly, who am I to revive it! We’re just presenting it in a different way. It’s like watching a baby being dressed differently every day. 
 
How has the response been so far? 
 
Well, I’m earning my bread and butter. So I guess it’s going well. We can’t complain. 
 
Is it increasingly difficult for musicians to monetize their music now? 
 
Not at all. It’s very easy to make money provided you’re making good music. If you’re a musician who’s not making money, it could mostly mean that you’re not making good music. 
 
If you do anything right, you’re bound to make money. 
 
How do you ensure you do everything right? 
 
People will tell you if it’s good music or bad. 
 
If they’re standing and seeing you perform at a music festival instead of drinking alcohol that’s in their hand, it means they’re interested, and your music is good. The next time they’ll bring 10 more people with them to watch you perform. 
 
How are music festivals helping young musicians? 
 
Without a doubt music festivals are a great help for young musicians, but they also play a role in letting the audience find new music. For example, people who would have come to a festival thinking, “I’m going to listen to Nucleya”, would have also discovered an artist called Raghu Dixit playing, and vice-versa. That’s why festivals are so great. They introduce the people to new talent and encourage the musician to grow, and learn something new. 
 
A few upcoming musicians and bands you think have immense potential. 
 
To name a few, I’m very excited about Shadow and Light. They have brilliant music. Then there’s Dhruv Vishvanath who’s equally good and Parvaaz. 
 
What are the most played tracks on your playlist right now? 
 
I’m listening to Graceland by Paul Simon. I’m also listening to a lady called Loreena McKennitt, who’s an Irish folk musician, but with lot of Middle-European and eastern touches. Her album’s called ‘The Mask and the Mirror’. 
 
How do you think social media helps new musicians? 
 
Social media only helps in spreading the word. It’s your music that eventually matters. 
 
What’s holding the Indian music industry back from organizing more music festivals? 
 
Right now, there’s a huge gap between supply and demand of artists. The festivals are forced to repeat acts across festivals, mainly because they sell tickets. At the end of the day every festival wants to make money. They can’t always be a charity that’s promoting new talent. It could only be a part like ‘the Other Stage’ at NH 7. 
 
At the end <a href="http://www.businessinsider.in/searchresult.cms?query=NH7">NH 7</a> has to sell. That’s why you see <a href="http://www.businessinsider.in/the-doctors-of-bollywood/a-r-rahman/slideshow/49258869.cms">A.R Rahman</a> and <a href="http://www.businessinsider.in/searchresult.cms?query=amit+trivedi">Amit Trivedi </a>performing there – which we could never have imagined few years back. 
 
This dearth of more musicians who can sell tickets needs to be cut short. There’s always red tape. You have to take 26 different permissions for a music festival, and the corruption with each of these signatures is enough to starve out an event company to put up a show like that. The fact that the Delhi and Maharashtra government didn’t do that in last year’s NH 7 is a great sign. 
 
Three tips for young musicians 
 
#1 Work your ass off to make your music beautiful. That should be your ultimate priority. 
 
#2 Don’t self judge, or pat yourself on the back. Wait for other people to tell you your music is beautiful and it changed their perspective. That’s when you know you’re going the right way. 
 
#3 Ensure that you keep some money for marketing and PR. Branding yourself or your band is as important as churning out good <a href="http://www.businessinsider.in/This-incredibly-intricate-machine-uses-nothing-but-marbles-to-make-music/articleshow/51228519.cms">music</a>.

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