Saavn & One Digital Entertainment launch newest audio show
‘Hip Hop Highway’
The first of its kind show will trace the evolution of Hip Hop in the country
MUMBAI and NEW YORK, February 23, 2017 – Saavn and One Digital today continue to amplify their efforts in catapulting India’s burgeoning hip hop story, launching their newest audio show, Hip Hop Highway. In an effort to continue to promote alternative genres and adding to Saavn’s already diverse offering, Saavn Originals announced their partnership with One Digital Entertainment, India’s premiere digital content network today.
Hip Hop Highway will have 12 episodes, releasing a 25 to 30 minute episode each Wednesday. Listeners will hear from Indian artists, promoters, labels, producers, and upcoming talent as they discuss all aspects of the hip hop genre. Mixing in-studio sessions and on-site interviews, listeners can expect an authentic, off-the-cuff conversation on the role desi hip hop has come to play in India’s popular culture. The audio show strengthens Saavn’s initiatives in helping build the Hip Hop Movement.
Hosted by Raaj Jones, the first episode will feature Indian Rapper Raftaar and British-Indian DJ & Radio presenter Bobby Friction. With Hip Hop Highway, listeners will be privy to a range of conversations, from insights into the evolution of desi hip hop to the international scene, and exclusive unreleased tracks to live performances from their favourite hip hop artists. Week on week, the off-centre yet revolutionary audio show will have various artists including Badshah, Divine and Naezy, among others.
Unlike other global markets, India’s uniquely film-centric music scene leaves independent artists with little support and limited opportunities to access larger audiences. As part of their larger objective, Saavn teams up with One Digital Entertainment to access the alternative mediums in which desi hip hop artists often make their debut. Choosing to showcase the lives and artistry of India’s hip hop legends is an unconventional method that has worked extremely well for Saavn in the recent past, with programs like AiR (Artists in Residence) and RMX giving non-film musicians both the tools and the global stage required to grow their fan base independent of the Bollywood music scene.
“With Hip Hop Highway we want to trace the origins of the genre in the country, with artists relating their journeys to the top. What was once deemed a subculture has today successfully become mainstream Indian music and Saavn is delighted to be the first audio streaming service to tell this story.” said Paramdeep Singh, Co-founder and Executive Chairman of Saavn. “Hip Hop Highway will be incredibly artist centric and give major up-and-coming talent the opportunity to share their craft and stories with Saavn’s growing listenership base. Considering One Digital Entertainment’s extensive work on the hip hop scene, we are happy to partner them on this property”.
One Digital Entertainment has played a pivotal role in shaping the Hip Hop Movement in the country, giving artists their own digital platform to create their music and engage with their fans. Commenting on the launch of the series, Gurpreet Singh Bhasin, COO and Co-Founder of One Digital Entertainment said, “This audio show is novel in more ways than one. Not only is it the first show dedicated to a specific music genre, it is also a step forward in strengthening the original audio content domain in the country. We are delighted to collaborate with Saavn on this as they make for one of the perfect partners, with them being the people behind the best audio entertainment in the industry“.
Saavn launched ‘Saavn Originals’ in April 2016 in a bid to expand their repertoire of content to include a cutting-edge collection of original, long-form audio programs for its worldwide user base. Hip Hop Highway will stream weekly starting February 22nd, every Wednesday exclusively on Saavn.
Catch the first episode now: http://saa.vn/hiphophighway.
Founded in 2007, Saavn is India’s leading digital music streaming service, transforming how people around the world access and experience music on a daily basis. Saavn is currently accessed in 196 countries and offers 30 Million tracks in 13 languages: Hindi, English (India only), Tamil, Telugu, Punjabi, Marathi, Gujarati, Bengali, Kannada, Malayalam, Bhojpuri, Rajasthani and Urdu. The company has 900+ label partnerships and growing, including Universal, Sony, T-Series, Tips, YRF, Saregama, Eros and Warner Music.
Saavn’s investors include Tiger Global Management, Liberty Media, Bertelsmann, Steadview Capital, Ward Ferry Management, Tree Line Investment Management, Quilvest, Mousse Partners, Wellington Capital Management, and a number of strategic individuals, including former Vodafone CEO, Arun Sarin, and, Guy Oseary, Chairman of Maverick and manager of global artists including Madonna and U2. The Saavn team has previously presented at Strata + Hadoop World in Singapore, Mobile Marketing Association (MMA), MusicMatters, and at Cannes Entertainment Lions. In 2016, Saavn expanded its content offering into Saavn Original Programming, a slate of original, non-music audio programs that range from comedy and storytelling to mythology and cricket.
With its headquarters in New York, Saavn has also runs offices in Mumbai, Gurgaon, Bangalore and California. For more information, visit www.saavn.com
About One Digital Entertainment
One Digital Entertainment is India’s premier digital content network currently managing 2500+ content creators and channel partners with over 17 billion minutes of content been consumed on their network so far. The One Digital Entertainment network currently specializes in content across Music, Food, Comedy, Bollywood, Fashion and Lifestyle and manages some beacon creators like Yo Yo Honey Singh, Sanjeev Kapoor, Badshah, Raftaar, Mika, Armaan Malik, Amaal Malik, Shankar Ehsaan Loy, Shirley Setia, Anubhav Sinha, Tiger Shroff, Mostly Sane, Rannvijay, Speed Records, Food Food TV, Fever 104 FM, Neeta Lulla, Viacom 18 Motion Pictures to name only a few. One Digital Entertainment has nurtured important partnerships not only with online giants like YouTube, Facebook, Dailymotion, iTunes but also with brands and the creative community.