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Music enthusiasts have a reason to rejoice as <keyword id="531442" type="General" weightage="100" keywordseo="coke-studio" source="Orion">Coke Studio</keyword> is set to return to <keyword id="3658" type="General" weightage="80" keywordseo="india" source="Orion">India</keyword> with 'Coke Studio Bharat'. The new season will feature an amalgamation of over 50 artists from across the country and its hinterlands coming together to create over 10 memorable tracks celebrating the roots of India. The platform will host music that pays homage to the various parts of India that artists call home, connecting with stories that are rich in history, with diverse languages, and using varied musical instruments to create magical melodies set to enthral. Arnab Roy, Vice President, Marketing Coca-Cola India, and Southwest Asia said: "Coke Studio, a globally acclaimed platform, has always aimed to celebrate authentic regional music. Musical traditions from multiple regions in India are at an inflexion point not only in India but even globally. Coke Studio Bharat connects the truly distinct cultural dots of various regions in the country with artists whose music is defined by their roots. They are the real stars of the season, giving regional music a bigger impetus." This season of Coke Studio is curated by the acclaimed, award-winning musician and sought-after songwriter, Ankur Tewari. Breathing magic into 'Apna Sunao', Ankur has signed a think-tank comprising acclaimed poet, lyricist and scriptwriter Kausar Munir along with music producer K.J. Singh. Together they have handpicked regional gems to give their sound a new voice. The current season features celebrated artists and musicians like Amira Gill, Achint, Aditya Gadhvi, Arijit Datta, Amaan and Ayaan Ali Bangash, Ashima Mahajan, Armaan Malik, Bombay Brass, Burrah, Charan Raj, Deveshi Sahgal, Dhruv Vishwanath, Diljit Dosanjh, Donn Bhatt, Hashbass, Jasleen Royal, Kanwar Grewal, Mahan Sehgal, Mansa Pandey, Maithili Thakur &amp; Brothers, Mohammad Muneem, Noor Mohammad, OAFF &amp; Savera, Osho Jain, Prabhdeep, Rashmeet Kaur, <keyword id="8799842" type="General" weightage="50" keywordseo="seedhe-maut" source="Orion">Seedhe Maut</keyword>, Sakur Khan &amp; Sons, Sanjith Hegde, <keyword id="57704" type="General" weightage="50" keywordseo="shillong" source="Orion">Shillong</keyword> Chamber Choir and <keyword id="1857702" type="General" weightage="50" keywordseo="tajdar-junaid" source="Orion">Tajdar Junaid</keyword>. The season will also spotlight regional Indian instruments like Algozha, Chimta, Duff, Sarod, Sarangi, Tumbi, and Rabaab. Coca-Cola has partnered with Universal Music India (UMI) as executive producers for the launch season of Coke Studio Bharat. The first song of the season will be released on February 7, 2023. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/international/news/fresh-off-his-trip-from-bihar-bill-gates-rolls-an-indian-roti-and-enjoys-it-with-ghee/articleshow/97570359.cms">Fresh off his trip from Bihar, Bill Gates rolls an Indian roti and enjoys it with ghee</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/auto/news/hyundai-has-launched-the-2023-creta-and-alcazar-with-improved-safety-features/slidelist/97575203.cms">2023 Creta and Alcazar launched in India</a>

Coke Studio returns to India with 50 artistes, 10 new tracks

<keyword id="10879" type="General" weightage="20" keywordseo="Youtube" source="Orion">YouTube</keyword> has announced the new <keyword id="316990" type="General" weightage="100" keywordseo="foundry" source="Orion">Foundry</keyword> <keyword id="14587422" type="General" weightage="20" keywordseo="Class-of-2022" source="Orion">class of 2022</keyword>, the company's global artist development programme that focuses on discovering and supporting talent around the world. <keyword id="10569922" type="General" weightage="20" keywordseo="Noor-chahal" source="Orion">Noor Chahal</keyword> and <keyword id="2103988" type="General" weightage="20" keywordseo="Kayan" source="Orion">Kayan</keyword>, both Indian artists, are among the 30 artists from various genres and continents chosen for the Foundry class of 2022. Foundry, founded in 2015, is YouTube's independent music incubator, supporting indie artists at all stages of their careers through annual artist development classes and ongoing release support campaigns. Foundry artists are next generation entertainers, recognized for their innovative approach to music and storytelling. To date Foundry programs have supported 250 independent artists, with alumni including Arlo Parks, beabadoobee, Clairo, Dave, Dua Lipa, ENNY, Eladio Carrion, girl in red, Gunna, Kenny Beats, LostStories, Natanael Cano, Omar Apollo, REI AMI, Rema, Rina Sawayama, ROSALIA, <keyword id="8799842" type="General" weightage="50" keywordseo="seedhe-maut" source="Orion">Seedhe Maut</keyword>, Snail Mail, Tems, Tenille Arts and many more talented musicians. Pawan Agarwal, Director, Music Partnerships (India &amp; South Asia), YouTube, "Helping discover and break new artists, while helping them navigate every stage of their career is one of YouTube Music's core goals. This is especially important for independent artists, who are navigating today's increasingly digital landscape to find stability, creative fulfillment, and a global community of fans. Foundry gives independent artists a springboard to success and we're excited to support such emerging artists and reduce barriers along their journey." The latest Foundry class includes a global collection of artists from the US, India, Korea, Japan, Brazil and Sub-Saharan Africa. Featuring genres such as country, afropop, soul, latin urban and many more, the new class of musicians includes: . Amari' Noelle (US) . Ashley Cooke (US) . ART (DE) . AVUA (BR) . BabyTron (US) . BIBI (KR) . Black Sherif (SSA) . Bruses (MX) . Danielle Ponder (US) . French The Kid (UK) . Genesis Owusu (AUS) . HaruNemuri (JP) . Joeboy (SSA) . Jossman (CO) . Kader Diaby 4Real (FR) . Kaike (BR) . Kayan (IN) . Magdalena Bay (US) . Mehro (US) . Nemahsis (CAN) . Noor Chahal (IN) . Obongjayar (UK) . RIMON (NL) . Roxane Bruneau (CAN) . Skiifall (CAN) . Snow Tha Product (US) . <keyword id="14587421" type="General" weightage="50" keywordseo="sudan-archives" source="Orion">Sudan Archives</keyword> (US) . Thuy (US) . TSHA (UK) . <keyword id="14587420" type="General" weightage="50" keywordseo="yoss-bones" source="Orion">Yoss Bones</keyword> (MX) Noor Chahal said, "Being an independent artist always comes with an essence of absolutely being true to your music as well as your audience. An artist's success cannot be measured by definite parameters, everyone has their own definition of success. I see Foundry helping my music reach new people and ensure that my potential does not go undiscovered or unacknowledged. Every independent artist needs a push like that and I am nothing but grateful to YouTube for this opportunity." Kayan said, "Freedom. To do what I want. It also challenges me in so many ways which teaches me a lot. I guess if you're happy doing what you're doing you're successful, having said that. It doesn't hurt if I can pay my bills, fund my own music, own all of it and still have the drive to want to do better. YouTube is a crucial platform for artists. To connect with my audience and fans and to have a place to share my work with them is super important. Also to understand my audience better and work with that kind of information is such a great strength to have. Foundry is the perfect program to help me really grow what I'm working for." Foundry is intended for independent artists with a vision for their own success, as well as to assist them in navigating the demands of today's music industry. YouTube offers partner strategy support, marketing promotion, and seed funding for content development, which can be used for anything from trying out new music to diversifying video creation formats. 2021 Foundry alumni Seedhe Maut shared, "We constantly strive to push our creative limits to the maximum, and our vision has always been about creating as well as experimenting with music that pushes our boundaries. Being selected as part of Foundry gave us the opportunity to expand our vision and share our music with a wider community. YouTube as a platform has been exponential in sharing our work and connecting with more people across the globe." SEE ALSO : <a target="_blank" class="c-link" href="https://www.businessinsider.in/business/news/top-10-most-chosen-fmcg-brands-of-india-as-per-kantar-report/slidelist/93206746.cms">Parle, Amul and Britannia are the most chosen FMCG brands of India in 2021: Kantar report</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/cryptocurrency/news/explainer-why-is-americas-largest-crypto-exchange-coinbase-in-trouble/articleshow/93207659.cms">Explainer: Why is America's largest crypto exchange Coinbase in trouble?</a>

Noor Chahal and Kayan, as part YouTube's Foundry class of 2022

<ul><li>Started in 2016, <keyword id="9581444" type="PERSON" weightage="20" keywordseo="simba-craft-beer">Simba Craft Beer</keyword> has already been able to carve a way for itself in the market.</li><li>Word of mouth has played a huge role in the brand's growth and has been instrumental in helping them develop a base of brand loyalists, shares <keyword id="6862143" type="PERSON" weightage="20" keywordseo="Prabhtej-Singh-Bhatia">Prabhtej Singh Bhatia</keyword>, Founder and CEO of Simba <keyword id="782706" type="PERSON" weightage="20" keywordseo="Craft-Beer">Craft Beer</keyword>.</li><li>He tells us how despite being a difficult year, in 2020 the company has already touched Rs 150 crore from the Rs 125 crore last year<a name="_GoBack"></a>.</li><li>Bhatia also tells us that in the next 5 years, he sees the craft beer segment take a leap and takeover 10-11% of the market instead on the current 1-2%. </li></ul> The <keyword id="91743" type="PERSON" weightage="20" keywordseo="lockdown">lockdown</keyword> this year came right before the summer season. Many brands that rely heavily on the season like home appliances, travel etc were impacted substantially due to the complete country-wide lockdown. Another industry that was severely affected due to this move was the <keyword id="467068" type="PERSON" weightage="20" keywordseo="liquor-industry">liquor industry</keyword>. The summer months usually mean peak sale time for liquor brands, especially beers. However, with the gradual opening up of the country, things are slowly starting to look up. We recently caught up with Prabhtej Singh Bhatia, Founder and CEO of Simba Craft Beer. Started in 2016, the brand has already been able to carve a way for itself in the market. Primarily relying on word-of-mouth marketing, Simba has been able to develop a loyal consumer base in the country. Despite entering a segment that has had a lot of well-established players, the brand has been witnessing impressive growth. Bhatia tells us how they have been able to drive differentiation, and how word of mouth has worked wonders for the brand. Excerpts: <li>Q) Simba was launched in 2016 but when you launched, you hardly did any marketing around it then. How did you manage to woo Indian beer drinkers who have been loyalists of a lot of other brands?</li> Since the inception of the brand, our brand philosophy has been that if you build a great product, then it speaks for itself. Our focus for Simba has been to first get the product right and then work upon building a strong knit community of consumers who love the product. We truly believe in our product and it has carved a niche for itself in the country. Having said that, we did a bit of marketing. we always wanted to build a brand from ground-up. <li>Q) Your job must have been difficult as you were competing in a category that had a lot of global, much well-established players. How were you able to create a differentiation for yourself?</li> We largely depended on word-of-mouth promotion and still stick to that. And because of a much higher quality and differentiated product we were able to capture the imagination of several people and make our presence felt. When we entered the market, the industry had been stagnant for a while with old players and consumers did not have a lot of options. They consumed the same kind of beer packaged under different labels. It’s fairly recent since a new wave of craft beer enthusiasts emerged and is growing now. Consumers today are receptive to change and are open to experimenting with new offerings. Simba has been able to disrupt the already existing limited categories (strong and lager) of beer by introducing quality product and in new variants. <li>Q) You say word-of-mouth played an important role initially. Has your marketing strategy evolved now? </li> Word of mouth played a huge role in our growth, it has been instrumental in helping us develop a base of brand loyalists. We continue to be cognizant of our brand associations, events we host or partner with and the kind of consumer segment we reach out, to ensure our key message reaches the right set of audience. This has helped us create a niche for ourselves in the market/industry. <li>Q) You have already launched an IP. Tell us a bit about Simba Uproar.</li> Simba has been working hard to support local underground artists in helping them find a strong foothold in the industry. We want to provide artists and consumers with relevant platforms to showcase their talent. For this we launched our own IP called Simba Uproar where we have worked with artists such as Blot!,Sequel, Ritviz, Ten Walls, George Fitzgerald and Seedhe Maut. In light of the current health crisis, we took our IP to consumers’ homes with Simba Roar from Home – a series of cool gigs, good music and great beer in the comfort of homes. Making this a twice a month property to engage with music lovers, Simba live streams a local artists from varied genres who play their curated playlists. <li>Q) You have also launched a range of merchandise. How has the reception been so far? How are you growing that vertical? Are you only promoting it on the digital medium?</li> Our merchandise is something that was born out of consumer demand and love for the brand. We are building it very organically and do not do a lot of marketing for it. Our focus is and will remain our beer. Our brand loyalists have shown us constant support, be it our beer or our merchandise. It has been received well by Simba loyalists and has grown ever since. <li>Q) How big is the brand right now and what is your target revenue for the next year? And how do you aim to achieve this? </li> We have witnessed tremendous growth. This year our company had already touched Rs 150 crore from Rs 125 crore last year<a name="_GoBack"></a>. The year so far has been challenging due to the COVID-19 pandemic and its impact of business across industries, including the liquor industry. Things are beginning to look up as we move towards resuming normalcy, and we are positive and hopeful about the year ahead and 2021. <li>Q) How are you looking at expanding your offering while also strengthening your distribution?</li> We are looking at foraying into a new segment with our kegs, these will be available throughout the country. We also aim to enter Kerala in southern markets and strengthen our presence in Karnataka state among others. There are some very good distributers present in the industry who are doing a great job. We are in talks with them for our business as well. <li>Q) What was the business impact of the lockdown on your company? </li> Our business greatly suffered in terms of sales during the month of April and May due to COVID-19 lockdown. We almost made zero sales during those two months, which has impacted the business. April and May used to contribute to almost 25-30% of the annual revenue. <li>Q) What lessons of resilience did you learn after the lockdown? Has it made your business more future-ready?</li> The pandemic has forced us all to revisit our basics and stick to them. We realized the fundamentals of any company are very important, financial prudence is more important than ever now. We are definitely more future-ready and fundamentally aligned following this experience. COVID-19 has taught us that sticking to ones fundamentals never goes wrong and has paved a way for a better future. <li>Q) How do you see the craft beer segment evolve in the next few years?</li> I think the craft beer segment is destined to grow with some hit on the <keyword id="1126722" type="PERSON" weightage="20" keywordseo="microbrewery">microbrewery</keyword> side. In the next 5 years, I do see it taking a leap and takeover 10-11% of the market instead on 1-2% right now.

Word of mouth played a huge role in our growth, helped us develop a base of brand loyalists: Prabhtej Singh Bhatia, Simba Craft Beer

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Coke Studio returns to India with 50 artistes, 10 new tracks

IANS

Noor Chahal and Kayan, as part YouTube's Foundry class of 2022

IANS

Word of mouth played a huge role in our growth, helped us develop a base of brand loyalists: Prabhtej Singh Bhatia, Simba Craft Beer

Samarpita Banerjee

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