Mumbai: EMI Records India along with acclaimed film director Mohit Suri announce the launch of VYRL Originals, an IP created to promote Independent singers, music producers, lyricists and composers. This unique property will see the release of one brand new song every month which will launch simultaneously across music streaming services worldwide and on Radio.
In the current digital landscape with consumer affinity towards streaming services, VYRL Originals comes at a time when audiences are now much more receptive to non-film music and the property aims to bridge that eternal gap between Film and Non-film music. The sound of the music emanating under this property will be contemporary with great production values but without the canvas of a film.
Mohit Suri will be personally curating and mentoring every aspect of each track that is being produced. Right from the composers, lyricists to the singers, each of them will be carefully worked on and handpicked by the director himself.
Talking about the venture, Mohit Suri shares “I hear songs from so many talented musicians that don’t always get a chance to be featured in Film OSTs. With `VYRL Originals’, we aim to provide a platform for Independent music artists to showcase their music and add to the whole independent music scene here. The songs will get the same treatment and level of production any film song would get and that’s what gives it even more potential to grow.”
Vinit Thakkar, Senior Vice President, Universal Music Group India & South Asia added, “Our aim to keep up with the global trend of artist driven music and provide a commercial platform for Independent artists with the help of ace filmmaker Mohit Suri. VYRL Originals aims to engage with audiences who are keen to discover & hear contemporary music on these streaming platforms as well as on Radio. I am delighted with the response from the partners towards this initiative and fairly confident that music created under VYRL Originals will be loved by the audiences.”
The first track to be launched under VYRL Originals is the soulful ‘Teri Yaad’, composed by Ajay Vas and sung by Yash Narvekar who won hearts with his song ‘Mere Dil Mein’ from Half Girlfriend. ‘Teri Yaad’ is a heartfelt song which carries the baggage of emotional pain asking for forgiveness. The song is a contemporary love ballad with Mohit Suri’s magical touch. The audio release of the single is followed by the launch of the official lyric video available on YouTube & VEVO.
The track has been produced by prominent Bollywood music producer Abhijit Vaghani who has previously produced music for Hindi films like ‘Bajrangi Bhaijaan’, ‘Airlift’, ‘Ki and Ka’ & is credited for composing background score for over 50 films.
Acclaimed Music producer Abhijit Vaghani stated “When Mohit Suri and Vinit Thakkar came to me with this project, they appeared God sent. In a landscape where Bollywood is considered the ultimate platform, it takes a huge amount of effort to promote Independent artists. I’ve been a music producer in Bollywood for over 2 decades now, my long association with Mohit Suri led them to me. I believe in promoting all kinds of talent when it comes to music – they need to be heard – the process needs to start. With this project, I know I will be able to help put this process in place and in turn I will be able to showcase my own expertise on an independent platform away from Bollywood. Some amazing tunes and themes coming up by some exceptional new composers. Teri Yaad composed by Ajay Vas has the most memorable piano theme and will surround you with memories every time you hear it!”
Universal Music Group, in collaboration with Bollywood’s top film director Mohit Suri launched a new label, EMI Records India.