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Sterling Reserve Music Project exclusively launches Hindi - Punjabi contemporary love song, “Main Sach Bolda,” by Shaan featuring Mustafa

Sterling Reserve Music Project exclusively launches Hindi - Punjabi contemporary love song, “Main Sach Bolda,” by Shaan featuring Mustafa



Mumbai, 6th November 2019: The Sterling Reserve Music Project releases “Main Sach Bolda,” by Shaan featuring debut independent musician, Mustafa, which further builds on the mentor – protégé artist relationship, unique to the platform.

Shaan, who has swept away numerous accolades as the most promising Indian play-back singer and independent musician, mentors Mustafa on his debut song and music video. This romantic song also sees veteran Shaan attempting a Punjabi rap-singing form on the song for the first time ever.

“Main Sach Bolda” is a modern, upbeat and romantic love song. While working on the song, Shaan’s aim was to design a song that would highlight Mustafa’s eclectic potential and contemporary singing style along with his vocal range; the outcome being “Main Sach Bolda.”

The theme of the music video is a bachelor party setting, wherein Mustafa is showcased as Shaan’s brother. It is Mustafa’s bachelor’s party, which is impeded by Mustafa’s fiancée, begetting intense drama between the couple. The overall video highlights making amends in a relationship and making it up to your loved one which is conspicuous from the chorus of the song “Mann Ja Mann Ja, Main Sach Bolda.”

Speaking about the song, Shaan said, “I'm really glad to be a part of the Sterling Reserve Music Project and mentoring Happydemic artist, Mustafa, on ‘Main Sach Bolda.’ This is Mustafa’s debut song and video. He has a very unique contemporary pop voice and I’m glad this song has been able to bring that out. This was also a great opportunity for me to experiment with a contemporary dance genre and rap style in Punjabi, which is a first for me on a song.”

Speaking about the song, Mustafa said, “Working on the song “Main Sach Bolda” has been an amazing experience! The song has a gen-next vibe. It is very peppy and groovy. My hard work and perseverance has made my dream come true. It wouldn't have been possible without the continuous support and guidance of Shaan and the entire Happydemic team. Special thanks to Universal Music and Sterling Reserve Music Project for this fantastic platform!”

Speaking about the release, Devraj Sanyal, Managing Director and CEO of Universal Music & EMI Music, India & South Asia said, “The Sterling Reserve Music Project is growing from strength to strength, where we’re breaking some fresh independent talent each month. Once every few songs we have the honour of having a mainstream artist mentor and work with their mentee, to create a track to add some much needed gravitas to our music. This time my dear old friend and legend, Shaan, decided to come on board to launch his protégé, Mustafa, and the result is the magical, “Main Sach Bolda.” Shaan has helped curate the track and Mustafa has done his mentor proud by delivering, what I already consider, a hit dance number for the celebratory months. I’m proud of the project and what it means to so many independent musicians in our region. At the Sterling Reserve Music Project we enable our new artists to chase their next.”

Sharing his thoughts, Bikram Basu, Chief Operating Officer, Allied Blenders & Distillers said,

“It brings us immense pleasure to have one of the most respected artists in the industry, Shaan, on board the Sterling Reserve Music Project. The Sterling Reserve Music Project once again explores the mentor – mentee relationship through Shaan and Mustafa. The response we’re getting on the platform is genuinely overwhelming and we’re really proud of all the support we are garnering from musicians across the nation.”



ABOUT STERLING RESERVE MUSIC PROJECT:

Sterling Reserve Music Project is the region’s first enabler platform to discover, incubate and promote emerging musical talent from India. The project aims at elevating and supporting the independent music scene in the country by giving musicians a platform to showcase their talent.

Artists can send their song demos to sterlingreservemusicproject@gmail.com

About Shaan:

Shaan is an award-winning Indian playback singer for several films, has worked with leading music directors and is a television host.

Shaan is considered one of the most popular voices for romantic as well as melodious songs and is one of the most versatile singers. Shaan has sung songs in multiple genres and languages such as Kannada, Bengali, Punjabi, Nepali, English, Hindi, Oriya, Tamil, etc. He began his musical journey at a very young age of 17 years. Shaan has been showered with titles such as “Golden Voice of India,” “Voice of Paradise,” “Magician of Melody,” and “Voice of Youth.”

Shaan has additionally hosted numerous shows such as Sa Re Ga Ma Pa, Sa Re Ga Ma Pa L'il Champs, Star Voice of India and STAR Voice of India 2. He appeared as a judge in Sa Re Ga Ma Pa L'il Champs 2014–2015 and The Voice India Kids 2016. In 2015 and 2016, Shaan was the winning coach in each of the first two seasons of The Voice and in 2016, in The Voice India Kids, he was the coach of the runner-up contestant.

About Mustafa:

Mustafa is an alluring vocalist with a hint of bass in his voice. With his sincere approach towards music, Mustafa also moonlights as a great composer. Mustafa’s major forte is romantic love songs.

Mustafa initially started his career with Bollywood music and has previously worked with Amaal Malik on the movie “MS Dhoni” and “Noor” and has performed as an assistant music director with Mithun for “Half Girlfriend” movie promotions. Mustafa has additionally performed Live with well-known singers like Shaan, Shankar Mahadevan, Siddharth Mahadevan, Harshit Saxena and Divya Kumar.

Mustafa is exclusively tied up with Happydemic for overwhelming and immersive live experiences.

About Universal Music India:

Universal Music India Pvt. Ltd. (UMIPL) is a 100% subsidiary of the Universal Music Group (UMG) and is home to record labels such as A&M Records, Blue Note Records, Capitol Records, Capitol Records Nashville, Caroline, Decca, Def. Jam Recordings, Deutsche Gramophone, Emarcy, Geffen Records, Interscope Records, Island Records, Machete Music, MCA Nashville, Mercury Records, Motown Records, Polydor Records, Republic Records, Universal Music Latino, Verve Music Group, Virgin Records, Virgin EMI Records.



UMIPL has an extremely rich Indian catalogue comprising songs from classic Hindi and Regional Films, Indi Pop, Bhangra, Ghazals and Devotional. It’s enviable catalogue includes artistes such as AshaBhosle, AnupJalota, Bombay Vikings, Jagjit Singh, JoSh, Malkit Singh, Pankaj Udhas, Panjabi MC, Raghav, Mohit Chouhan, Euphoria, Adnan Sami, Rabbi Shergill, Rahat Fateh Ali Khan to name a few. UMIPL’s `film’ catalogue (the 2nd largest in India) spans music from blockbusters such as Sholay, Qurbani, Amar Akbar Anthony, Chori Chori Chupke Chupke, Devdas and Munnabhai MBBS amongst the numerous jewels which symbolize the musical journey from the 70’s to date. On the International music front, UMIPL are the clear market leaders with artistes such as ABBA, Bon Jovi, Bryan Adams, Eminem, Lady Gaga, Taylor Swift, Justin Bieber, Katy Perry, The Beatles, Norah Jones, Marshmello, DJ Snake, Ariana Grande, The Chemical Brothers, amongst a host of other popular music icons and household names in India.

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