Mumbai: Nokia has joined hands with AR Rahman and Big Music to give young Indians a chance to remix two leading tracks from A R Rahman’s forthcoming film – Ada…a way of life. This is the first time ever that the beacon of Indian music is allowing listeners to remix his compositions.
Ada is directed by Tanvir Ahmad and produced by Kazaan Ahmad. It stars debutant Ayaan Ahmad, Ayesha Jhulka, Nauheed Cyrusi, Rahul Roy and Milind Gunaji.
As a part of this initiative, Nokia and Big Music will run a month-long contest where participants can remix the two Ada soundtracks namely Gulfisha and Gum Sum on Nokia’s newly launched Nokia XpressMusic mixer application. The Nokia XpressMusic mixer application is an online music mixer available on www.nokia.co.in/XpressMusic that has pre-loaded Ada tunes.
The winner, chosen by AR Rahman, will get an opportunity to spend one day with the music legend and compose the remix Ada soundtrack with him at his studio.
Elaborating on the concept, Rahman said, "India is full of talented young people and this contest is my way of unleashing their creativity. Nokia and Big Music have come up with a very interesting concept and I am looking forward to see how the listeners interpret my music and give it a new form."
Sharing the details of Nokia’s first-of-its kind initiative Nokia India head of GTM, program portfolio and categories Raghuvesh Sarup said, "We share a very special and long-term association with Mr Rahman and we treasure this relationship. We are very grateful to him for agreeing to this initiative and giving youngsters an opportunity to express themselves through music… Nokia’s strategy is aimed at developing the market for mobile music and enriching consumer experience by associating with leading players like Big Music".
Big Music & Home Entertainment CEO Kulmeet Makkar, adds, "BIG Music is delighted to be associated with ADA – A R Rahman’s signature works. We are committed to quality content and new talent development. Our association with Nokia is another step forward in our belief for music for everyone."