MUMBAI: Sony Music who are constantly pushing music discovery and development of new talent, present listeners with ‘7UP Madras Gig’. In its first season, this unique initiative will showcase musicians and sounds from the South of India.  Sony Music in collaboration with Knack Studios, aims to provide listeners with fresh new Tamil Pop music created by artists such as, Oorka, Sajith Sathya and Santhosh Dhayanidhi along with established artists like D.Imman, Leon James, Vivek-Mervin. ‘7UP Madras Gig’ will have artists explore and experiment with new themes and genres giving discerning listeners new and contemporary sounds by their favourite artists.

Styled by Myntra with NAC Jewellers as jewellery partner, the first look of the digital property launches on May 14th while the weekly episode releases on 22 May 2018.

Says celebrated composer D. Imman, “7UP Madras Gig will change the way South listens to music. I am getting an opportunity to create themes to showcase musical and lyrical expression which is purely non-film. I am all set to get on the floor, I am sure my listeners will be surprised.”

Adding on Shridhar Subramaniam, President India and Middle East, who conceptualized the concept says, “The idea here is to give listeners a fresh sound created by the finest talent from the South. We are keen to start a Pop culture in South where we connect artists and fans directly and without the aid of a Movie. We feel this will give rise to a new genre also encouraging other artists to come forth for the next season.”

Gaurav Verma, Associate Director, Flavors Marketing, PepsiCo India said, “7UP is a well-loved brand in Tamil Nadu, and has led several refreshing campaigns to bring together the state’s youth through different mediums like cricket, dance and drama. This is the second time that we are using music as a platform to connect with the people in Tamil Nadu. It is a universal language and 7UP Madras Gig is our way of saluting the rich and vibrant talent of the state. Through the platform, we look forward to bringing together talented young voices to the forefront of the music scene in Tamil Nadu.”

Knack Studios President and Co-founder Adds on Harish Raam said, “We at Knack Studios have always had a passion for providing a world class platform for independent music and feel that Madras Gig will be a cornerstone in realizing that vision. This collaboration with Sony Music is exciting as they will provide the perfect reach for the artists while we offer our state of the art facility, ensuring a world class product.”

Each season will consist of six Audio Tracks, six Live Performance Videos and many more ancillary music content episodes that will appeal to the audiences.