{"id":64260,"date":"2021-01-30T06:06:09","date_gmt":"2021-01-30T06:06:09","guid":{"rendered":"https:\/\/chennaivision.com\/tamil-movies\/?p=64260"},"modified":"2021-01-30T06:06:09","modified_gmt":"2021-01-30T06:06:09","slug":"join-the-cultural-renaissance-maajja-a-r-rahman-2","status":"publish","type":"post","link":"https:\/\/chennaivision.com\/tamil-movies\/join-the-cultural-renaissance-maajja-a-r-rahman-2\/","title":{"rendered":"Join The Cultural Renaissance | maajja | A. R. Rahman"},"content":{"rendered":"<p><iframe loading=\"lazy\" title=\"Join The Cultural Renaissance | maajja | A. R. Rahman\" width=\"770\" height=\"433\" src=\"https:\/\/www.youtube.com\/embed\/iKujjbFWt6c?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<div id=\":21c\" class=\"ii gt\">\n<div id=\":21b\" class=\"a3s aiL \">\n<div dir=\"auto\">\n<div dir=\"auto\" style=\"text-align: justify;\"><span style=\"color: #000000;\">\u00a0Legendary AR Rahman announces\u00a0new initiative maajja, and global\u00a0music festival YAALL in Chennai\u00a0Designed as a label alternative, maajja\u2019s objective is to incubate\u00a0South Asian talent from all over the world and arm it with creative<\/span><\/div>\n<div dir=\"auto\" style=\"text-align: justify;\"><span style=\"color: #000000;\">freedom and global reach; global music fest YAALL will serve as a\u00a0showcase for hand-picked talent\u00a0<\/span><\/div>\n<div dir=\"auto\" style=\"text-align: justify;\"><\/div>\n<div dir=\"auto\" style=\"text-align: justify;\"><span style=\"color: #000000;\">January 2021 &#8211; India\u2019s most popular voices never get the same fame and\u00a0adulation as some of its most famous faces. Grammy Award and two-time\u00a0Oscar winner AR Rahman wants to change that status quo.\u00a0On January 26, Rahman announced his latest initiative, maajja \u2013 a\u00a0technology-enabled label alternative focused on empowering the\u00a0next generation of artists with complete creative control,\u00a0resources and global reach. maajja is the brainchild of Canadian entrepreneurs Noel Kirthiraj, Sen Sachi, Prasana Balachandran and the\u00a0acclaimed music director.<\/span><\/div>\n<div dir=\"auto\" style=\"text-align: justify;\"><\/div>\n<div dir=\"auto\" style=\"text-align: justify;\"><span style=\"color: #000000;\">Maajja\u2019s mission is simple, to create the first-of-its-kind platform for the independent music scene that offers creative liberty as well as\u00a0global reach. It will focus on amplifying the voice of South Asian talent\u00a0globally and help them develop successful and sustainable careers in music,\u00a0unhindered by the machinations of the film industry.\u00a0<\/span><\/div>\n<div dir=\"auto\" style=\"text-align: justify;\"><\/div>\n<div dir=\"auto\" style=\"text-align: justify;\"><span style=\"color: #000000;\">An innovator and initiator, Rahman\u2019s interest in leveraging technology to\u00a0elevate the independent music scene bears fruit in the shape of maajja and\u00a0has been a long- standing dream for the director who also set up one of\u00a0India\u2019s finest music education institutes, KM Music Conservatory, in 2008.\u00a0\u201cThere are an overwhelming number of artists and musicians around usthat go unnoticed and under-appreciated,\u201d says the music director who haswon two Grammy Awards, one for the original score for SlumdogMillionaire and another for the chart-busting global hit, \u2018Jai Ho\u2019.<\/span><\/div>\n<div dir=\"auto\" style=\"text-align: justify;\"><\/div>\n<div dir=\"auto\" style=\"text-align: justify;\"><span style=\"color: #000000;\">\u201cMany of them begin their journey but unfortunately, not everyone is heard\u00a0or gets a platform. With today\u2019s digital age, there should no longer be these\u00a0barriers. maajja will function with the singular focus of being artist-centric,\u00a0and will serve to elevate the world-class talent we have onto the global\u00a0stage. There is a sense of empowerment now with technology, and this\u00a0whole idea behind maajja is to nudge artists, so that they can shine on an\u00a0international stage. maajja is about seeing the big picture, on a global\u00a0scale,\u201d Rahman adds.<\/span><\/div>\n<div dir=\"auto\" style=\"text-align: justify;\"><\/div>\n<div dir=\"auto\" style=\"text-align: justify;\"><span style=\"color: #000000;\">Rahman\u2019s dream is what drives his co-founding team of serial\u00a0entrepreneurs, and given their background in technology and\u00a0entertainment, Kirthiraj believes maajja has the potential to disrupt the\u00a0South Asian indie music industry.<\/span><\/div>\n<div dir=\"auto\" style=\"text-align: justify;\"><\/div>\n<div dir=\"auto\" style=\"text-align: justify;\"><span style=\"color: #000000;\">\u201cNapster paved the way for digital music distribution, iTunes changed how\u00a0music was purchased and Spotify took it to another level &#8211; streaming is now\u00a0the de facto way to consume music across the world. Music is more\u00a0accessible than ever, the industry is booming, yet artists are left holding the\u00a0short end of the stick by giving up ownership of their music and end up\u00a0leaving a lot of money on the table,\u201d says maajja CEO and co-founder Noel\u00a0Kirthiraj, giving a glimpse into the idea behind the platform.\u00a0\u201cAll artists need to think of themselves as brands and CEOs of their own businesses. We want to democratize and demystify the ecosystem and the\u00a0business of music. This is maajja\u2019s vision.\u201d<\/span><\/div>\n<div dir=\"auto\" style=\"text-align: justify;\"><\/div>\n<div dir=\"auto\" style=\"text-align: justify;\"><span style=\"color: #000000;\">\u201cDrawing inspiration from what AR Rahman has been mulling over for\u00a0many years, the creation of maajja and YAALL are monumental steps in\u00a0establishing music as a stand-alone industry for South Asians,\u201d he adds.\u00a0YAALL Fest, a global music festival<\/span><\/div>\n<div dir=\"auto\" style=\"text-align: justify;\"><\/div>\n<div dir=\"auto\" style=\"text-align: justify;\"><span style=\"color: #000000;\">A line-up of names, led by luminaries of the Tamil film industry\u00a0alongside up-and-coming Indian and global talent \u2013 curated and\u00a0chosen by Rahman himself \u2013 will power YAALL Fest, maajja\u2019s premier\u00a0showcase in Chennai. British-Tamil artist and provocateur M.I.A. is the\u00a0creative vision behind the global music festival YAALL, and will play a very<\/span><\/div>\n<div dir=\"auto\" style=\"text-align: justify;\"><span style=\"color: #000000;\">involved role as the project evolves.<\/span><\/div>\n<div dir=\"auto\" style=\"text-align: justify;\"><\/div>\n<div dir=\"auto\" style=\"text-align: justify;\"><\/div>\n<div dir=\"auto\" style=\"text-align: justify;\"><span style=\"color: #000000;\">\u201cGrowing up in Chennai, I saw four different worlds, four different\u00a0languages collide and come together. In this divisive world, our shared\u00a0culture and language unites us. YAALL is the first step in expanding our\u00a0industry and share the joy that we get from music. M.I.A., one of the biggest\u00a0artists on the global stage, and someone who is central to this idea of\u00a0celebrating Tamil culture, gave a lot of input to this festival, including the\u00a0name, YAALL,\u201d Rahman adds.<\/span><\/div>\n<div dir=\"auto\" style=\"text-align: justify;\"><\/div>\n<div dir=\"auto\" style=\"text-align: justify;\"><span style=\"color: #000000;\">Scheduled to be held over two days on February 13 and 14, Road to YAALL\u2013 due to the prevailing restrictions necessitated by the global pandemic \u2013\u00a0will be presented as a digital music festival, with a physical event in hennai in the works at a later stage.\u00a0This event will feature over 30 artists \u2013 many of whom are established\u00a0names in indie music and films \u2013 and the two-day festival will serve as a\u00a0showcase of their independent music journey\u00a0The line-up for YAALL will be announced shortly.<\/span><\/div>\n<div dir=\"auto\" style=\"text-align: justify;\"><\/div>\n<div dir=\"auto\" style=\"text-align: justify;\"><span style=\"color: #000000;\">Road to YAALL will premier on Vijay Music during the weekend of\u00a0February 13 and 14, and will also be available to view on maajja\u2019s social\u00a0media channels, including YouTube.\u00a0Web: maajja\/ YAALL Fest (will be active soon)\u00a0Social media links: Facebook\/ YouTube\/Instagram\/ Twitter\u00a0About maajja<\/span><\/div>\n<div dir=\"auto\" style=\"text-align: justify;\"><\/div>\n<div dir=\"auto\" style=\"text-align: justify;\"><span style=\"color: #000000;\">maajja\u2019s mission is to amplify the voice of South Asian independent artists\u00a0globally by enabling them with direct access to support resources and\u00a0monetization opportunities within a vetted ecosystem.<\/span><\/div>\n<div dir=\"auto\" style=\"text-align: justify;\"><\/div>\n<div dir=\"auto\" style=\"text-align: justify;\"><span style=\"color: #000000;\">About YAALL<\/span><\/div>\n<div dir=\"auto\" style=\"text-align: justify;\"><span style=\"color: #000000;\">As a premier global music festival, YAALL will bring together independent\u00a0artists from around the world to create a cultural renaissance in Chennai\u00a0for independent music.<\/span><\/div>\n<div dir=\"auto\">\n<div id='gallery-1' class='gallery galleryid-64260 gallery-columns-3 gallery-size-full'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/chennaivision.com\/tamil-movies\/join-the-cultural-renaissance-maajja-a-r-rahman-2\/img-20210126-wa0131\/'><img width=\"699\" height=\"550\" src=\"https:\/\/chennaivision.com\/tamil-movies\/wp-content\/uploads\/2021\/01\/IMG-20210126-WA0131.jpg\" class=\"attachment-full size-full\" alt=\"\" decoding=\"async\" loading=\"lazy\" srcset=\"https:\/\/chennaivision.com\/tamil-movies\/wp-content\/uploads\/2021\/01\/IMG-20210126-WA0131.jpg 699w, https:\/\/chennaivision.com\/tamil-movies\/wp-content\/uploads\/2021\/01\/IMG-20210126-WA0131-370x291.jpg 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