MUMBAI: Back in August, Qyuki co-founder and managing director, Samir Bangara announced Jammin’, an initiative under which Qyuki was to produce 10 tracks and a mega concert with YouTube stars and Bollywood music composers. The company has stayed true to its promise and the big Jammin’ Live concert will now be held on 11 November 2016.

Qyuki creates 'Jammin' with YouTube music stars

Multiple Oscar and Grammy award winner A R Rahman will perform live at this first ever digital collaboration between legendary Bollywood composers and YouTube stars, Jammin’ Live at the NSCI, Dome in Mumbai. The concert will feature breakout performances by internet sensation Sanam, the First Lady of YouTube India Shraddha Sharma along with legendary composers like Salim-Sulaiman, Clinton Cerejo and Mithoon on 11 November, 7  pm onwards.

A musical performance of his latest digital hits along with crowd classics, A.R. Rahman’s set will also enthrall the audience to the track of the season, Yaara’- a collaboration with all YouTubers of Jammin’.  "With Jammin’, Qyuki, and its partners have created something unique - a platform without gatekeepers - for me and my fellow composers to work collaboratively with a new generation of online stars. I am really looking forward to performing at the Jammin Live concert along with all the Jammin artists,” adds music legend and co-Founder of Qyuki- AR Rahman.

With the release of a new song every week, Jammin’ has already broken the internet with millions of views and subscribers worldwide.  Speaking at the announcement,  Bangara says, “Jammin' has spawned a new genre of music that we like to call 'Non-film Bollywood' by bringing together mainstream composers with YouTube stars to create original compositions that typically would be commissioned for a blockbuster film. Jammin' Live embodies Qyuki’s unique strategy of being a digital first, cross-platform Media Company and we are looking forward to translating the Jammin’ magic of the virtual world into the real world arena”

Jammin’ is in association with YouTube and Satya Raghavan, Head of Entertainment for YouTube in India says, "This live concert with Bollywood music legends and YouTube stars heralds a new era for the music industry in India. We hope that Jammin' live concert will go on to define the new normal, where lines between mainstream music and popular independent artists content will blur, encouraging many talented artists to start their journey online.”

The full lineup for the concert includes maestro AR Rahman, Sanam Band, Shraddha Sharma, Siddharth Slathia, Jonita Gandhi, Arjun Kanungo, Maati Baani, Sanah Moidutty, RaagaTrippin' and Mumbai’s Finest collaborating with Bollywood’s most accomplished music composers Salim-Sulaiman, Clinton Cerejo and Mithoon.

Speaking of its musicality and reach, telecom giant Airtel India adds, “Airtel is excited to be associated with Jammin, which promises to be an absolute treat for music lovers given the phenomenal line-up of artists. This is a great collaborative platform for both, the established artists as well as the rising music stars and the go-to destination for our online music audiences. With Jammin' Live, the concert will only not only satisfy the growing appetite for new and original music content but bring in a whole new audience.”

Jammin's online and offline popularity has already made it one of the most recognized properties showcasing the versatility and the true power of collaboration between real world and virtual world superstars.

The tickets for this grand musical extravaganza are now on sale and available on www.bookmyshow.com.