Zee Entertainment forays into creation of original Digital content with #LifeIsMusic
As a first in India, Zee Entertainment Enterprises Ltd (ZEEL) has got its entire digital ecosystem - Zee Digital Convergence (ZDC) - and its content studio – Essel Vision Productions Ltd- to design and introduce a unique instrumental musicial show - #LifeIsMusic - that celebrates world music and highlights the true value of musicians who are experts in the instrumental genre. Original content (both long and short) has emerged as a new form of storytelling as the millennials continue to alter their entertainment consumption habits.
This is ZEE’s first announcement amongst many others in the space of online content creation. The concept is all about instrumental music and also truly establishes ZEEL’s brand philosophy, ‘Vasudhaiva Kutumbakam’ (The World is my Family). Just as music transcends boundaries and evokes universal emotions, this multi-platform instrumental reality series will be available for audiences all over the globe. Aptly titled #LifeIsMusic, this revolutionary platform showcases the value of instrumental music in a holistic manner - across a variety of popular and melodious music genres. Starting Monday, 15th June, the seven week series will be exclusively available on the digital platform www.lifeismusic.in and on DIttoTV - India's first OTT Platform.
The innovative concept #LifeIsMusic (www.lifeismusic.in) will feature regular upload of unplugged original music compositions every Monday and Friday for a duration of seven weeks. The show has three renowned maestros on its panel - Louiz Banks (the Godfather of Indian Jazz and Grammy Award nominee), Taufiq Qureshi (ace percussionist) and Purbayan Chaterjee (one of the leading young Sitar players of India) mentoring budding professional musicians. Each maestro will form a band of four musicians each of whom specialize in different instruments - like percussions, rhythm guitars, bass guitar, sitar, sarod, flute etc.. The maestros will will mentor them for a period of three weeks. In an intense competition, the performance of each mentor’s band will be fiercely judged by the other two mentors and based on their scores, the winning band will get an opportunity to perform with the maestros in an Unplugged Concert. To further hone the participant’s talent on #LifeIsMusic, there will be special Master Classes separately with formidable musicians Ranjit Barot, Eshaan Noorani, and Sangeeta Shankar. #LifeIsMusic, will be promoted across all the major websites including zeetv.com, zeenews.com, india.com, dnaindia.com, bollywoodlife.com, dittotv.com amongst others.
Mr. Debashish Ghosh, CEO, Zee Digital Convergence - said, “#LifeIsMusic is a clutter-breaking original concept with a goal to inspire passion, unleash creativity and realize dreams in a digital era of free downloads. We are confident that the series will soon become a favourite destination for all music lovers - especially when you want to experience quality music never heard before. This exclusive series aims to engage, educate and entertain the youth about the variety and possibilities that exist with instrumental music. It will reach out to around 50 million viewers, making it a truly global multi-screen phenomenon! The platform also seeks to encourage aspiring musicians to showcase their talent to global audiences - and demonstrate their skill and creativity transparently to global music talent scouts.”
Mr. Akash Chawla, Business Head, Essel Vision - said, “ZEE has always set new benchmarks with innovative content across platforms and as its content studio, Essel Vision has emerged as a full-fledged state of the art studio with a strong foothold in Television and Feature Films (regional and Hindi). It is one of the Top 3 production houses in India that is furnished with all creative and production aspects of film-making promotions, advertising, distribution and revenue generating streams. And, with today’s evolving online world, producing #LifeIsMusic series is in sync with our aim to design content that empowers talent to achieve their creative visions across all mediums.”
Watch out for this all new series, starting Monday, 15th June, exclusively available on the digital platform www.lifeismusic.in.