Saregama launches Icons Nxt to revive mainstream music

MUMBAI: In its zest to revive, re-launch and repackage mainstream popular music, Saregama India has launched a new platform Saregama Icons Nxt for talented and popular mainstream artistes so that they can reach iconic heights. The company has also roped in UTV Bindass as associates in this venture.

Saregama India business head-music Adarsh Gupta said, "Being a music company, we keep tracking the music scene closely. A year ago we saw that there was a huge gap in the mainstream pop genre as it was not getting its due."

According to Gupta, the newly launched initiative will look for the right talent. "We will service the venture every six months and try to rope in more and more people," he added.

Talking about roping in UTV Bindass in their initiative, Gupta said that since UTV Bindass mostly caters to the youth, Saregama brought them in to join it. "Moreover, who can deny that TV is a big carrier of music," averred Gupta.

Saregama has also roped in YouTube for the venture that has been catering to popular music. "Through this association, we want people to sample the content more and more," Gupta observed.

Saregama and UTV Bindaas‘ search for the country‘s finest and most talented artistes has so far yielded five young acts by the likes of Samar & Sanam, Phoenyx, Nasha, Paapi 4 and The Dhol Factory that guarantee a massive fan base.