Mumbai: As part of its continued efforts to provide a mainstream platform for indigenous talent, Warner Music India announced on Monday the launch of a new label, Maati.
The label will feature artists from across the country, who have been discovered by Warner Music India and represent local music from their region merged with their unique styles, the company said in a statement.
âIn India, folk music emerges from the local culture and reflects the local way of life. Pop music inspired by folk melodies has arguably created some of the best music of recent years. Yet original folk artists are rarely recognized for their excellent work, âsaid Jay Mehta, Managing Director of Warner Music India. âWith Maati, we aim to provide a national platform for Indian folk music, its purest forms and artists, in a sustainable environment. ecosystem where they can showcase their raw and pure talent. The rustic authenticity of their music is an incredible experience that we would like to bring to a wider audience, âadded Mehta.
The first single from the label “Runak Jhunak” is a Rajasthani folk fusion song by emerging artist Kanika which will be released on October 22nd. It will be followed by a Pahadi track “Phul Khilala”, performed by singer Garhwali Priyanka Maher, the music company shared.