Flipkart’s Flyte, has collaborated with popular artists like Sonu Nigam, Mohit Chauhan, Shaan, Shankar Mahadevan, Kailash Kher and Sunidhi Chauhan to launch first-of-its-kind musical anthem on the occasion of World Intellectual Property (IP) Day, which is celebrated on 26th April.
The anthem titled, ‘Salaami Ho Jaye’, has been created as a positive counterpoint to music piracy by focusing on celebrating creativity of Indian music artists. The lyrics of the song appeal to music fans in India, to support and respect the IP rights of their favorite artists by opting for legal avenues to buy music.
Sameer Nigam, VP – Digital, Flipkart, said, “As per the recent FICCI reports, the illegal music industry in the country is ten times the size of the legal music industry. One of the critical steps towards reducing piracy is to make consistent access to legal digital content available. That is what we hope to achieve with Flyte. With this anthem, we sincerely appeal to fans who hold their musical idols in very high esteem- asking them to respect the creativity of these artists by supporting legitimate ways of acquiring music.”
The multi-singer/collaborative song is conceived and composed by noted composer Shamir Tandon, who has given music to well-known soundtracks like the national award winning ‘Page 3’ and ‘Corporate’, amongst others. He is also known for international collaborations and has over 150 advertising jingles to his credit. Asha Bhonsle’s granddaughter, Zanai Bhosle, has also made a debut with this anthem.
The anthem will release on Universal Music, one of India’s leading record labels and will be available here as a free download.
Talking about the music launch, Ashish Joshi, Head of Digital &Business Development, Universal Music India said, “When Flipkart came up with the idea of launching their digital store, Flyte, it was a natural association with the brand to come up with a song that inspires music lovers to acquire music through legal routes. As a music label, it is a matter of pride to be a part of an initiative which talks about saluting the creative fraternity and cherishing their efforts, thereby taking a positive approach to combat piracy. Globally, this is the first time that the biggest artists of an industry have come together with an anthem of this nature to inspire music fans to go legal.”
Flipkart’s recently launched online music store, Flyte, has seen phenomenal response from music lovers, with over 100,000 downloads in the first month alone.
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