One Digital’s Gurpreet Singh on turning entertainment into storytelling masterpieces

In conversation with Adgully, Gurpreet Singh, Co-Founder of One Digital Entertainment, offers valuable insights into the creative process and production journey behind the Hyatt Wedding EP #PerfectlyYours. Collaborating with YouTube and Hyatt, One Digital Entertainment embarked on a distinctive musical journey, crafting a trilogy of music videos that transcend mere entertainment to become storytelling masterpieces celebrating the essence of weddings. Singh sheds light on the meticulous planning and execution involved, highlighting the challenges faced and overcome during production. With a stellar lineup of celebrated singers and a dynamic cast, the series seamlessly blends music, visuals, and storytelling to create an immersive experience for viewers. Singh also shares insights into the selection process for the talented singers featured in the series and discusses the strategic collaboration with Hyatt and YouTube, contributing to One Digital Entertainment's overarching vision.

Could you walk us through the creative process behind crafting the songs for the #PerfectlyYours series? How did you ensure that each music video in the trilogy captured the essence of romance and melody?

Hyatt Wedding EP #PerfectlyYours is a distinctive musical journey envisioned and brought to life by One Digital Entertainment in association with YouTube for #Hyatt. This series is not just musical; it’s a storytelling masterpiece inspired by the beauty of weddings in the form of three music videos. We orchestrated every note, choreographed every scene and brought every vision to life. We meticulously crafted the songs from writing, composing, overseeing the production and many more.

We collaborated with some talented singers including Monali Thakur, Sona Mohapatra, Akriti Kakar, Osho Jain, Akhil Sachdeva & Ashu Shukla, whose melodious and enchanting voices became synonymous to the storyline. Their captivating voice along with the dynamic cast and our exclusive creator Shreya Gupto along with Karan Jotwani helped us to bring out the essence of romance and melody. Their charm and talent added a vivid layer of storytelling, perfectly complementing the romantic themes of our songs.

What were some of the challenges faced during the production of the Hyatt Wedding EP, and how were they overcome?

From the initial spark of the idea to the final execution, every aspect of it was meticulously planned. The team worked tirelessly to transform Hyatt’s elegant venues into the perfect setting for our musical narrative, ensuring that every scene was crafted with precision and care. We did not face a lot of challenges but few hiccups are always here and there. The team showcased exceptional skills & creativity, seamlessly blending music, visuals and storytelling to create an immersive experience for our audience.

Could you share some insights into the selection process for the celebrated singers featured in the series?

We wanted to collaborate with the artists who could resonate with the concept behind this wedding themed EP and understand every intricacies and nuances of it. We had few names in mind who could do justice to the concept. Our team did a thorough research on the same and they brought the best on the table.

What do you hope viewers will take away from experiencing the #PerfectlyYours series?

The aim was to showcase the beautifully crafted music videos at the elegant venue of Hyatt’s property with the intention to present the beauty of the wedding through a romantic storyline. We hope that they feel this immersive experience and enjoy this mesmerising concept.

How does this collaboration with Hyatt and YouTube contribute to the overall vision of One Digital Entertainment?

We believe in collaborations and every collaboration has a significant contribution towards the respective growth. Leveraging the expertise of our music distribution, business teams and our strategic partnership with over 80+ audio streaming, video and social media platforms, we ensured the EP’s presence across all major domestic and global platforms, demonstrating our prowess in not just ideation, production, talent curation, but also in effective distribution and amplification standing true to our mission statement of being a Full Lifecycle Media Company. It is a celebration of love, creativity, and strategic media execution, all done under one roof for Hyatt.

Are there any future projects or collaborations in the pipeline that viewers can look forward to from One Digital Entertainment?

We are coming up with Social Nation, a festival that celebrates the democracy and power of the Internet along with that we are also coming up with the content series with Shikhar Dhawan and many more exciting projects are in the pipeline.