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Mumbai 12th April 2019: Sterling Reserve Music Project is proud to present it’s fourth global release, “YoYo,” a collaboration introducing rising star RS Chauhan mentored by IKKA and produced by Rishi Rich.
“YoYo” is a Hindi – Punjabi urban club banger set to up tempo beats by Asian music producer Rishi Rich and appeals to fitness enthusiasts and club goers alike. With the hard hip hop beats that “YoYo” provides and the powerhouse of a vocal delivered by RS CHAUHAN; “YoYo” brings to the forefront the mentor – protégé relationship with IKKA penning the lyrics and delivering a bounce rap, coupled with the in-studio composition by IKKA and RS Chauhan.
“YoYo” is a tribute to Yo Yo Honey Singh and his impact on the world of music.
“YoYo” is a dance track with a party vibe building on the “twerk” dance form and is sure to be the party anthem of the season. The music video has been direct by Robby Singh and Inflict and the production house is Fab Entertainment.
Mr. Devraj Sanyal, Managing Director and CEO of Universal Music & EMI Music, India & South Asia shares, “YoYo” the next song from the Sterling Reserve Music Project has been written in dedication to my dear old friend Yo Yo Honey Singh, who defined the dance, hip hop and R&B space. It’s amazing, when IKKA who’s been inspired by him and considers himself his little brother, then in turn co-writes & co-produces for his protégé RS Chauhan, making this full circle. I’m also very grateful to my long-standing in-house exec producer Rishi Rich for creating magic on this track, which has a lot of the Rishi vibe on it. This one is a sure shot club banger & already has people playing it on loop. The initial reaction is absolutely amazing.”
Sharing his thoughts, Bikram Basu, Chief Operating Officer, Allied Blenders & Distillers said, “We are excited to reveal our fourth big ticket single from the Sterling Reserve Music Project. In line with the brand ideology of ‘Chase the Next’, the song “YoYo,” by RS Chauhan Feat. IKKA and Rishi Rich is sure to impact audiences all over India. It is simply wonderful. Sterling Reserve Music Project is beginning to realise its dream of encouraging emerging talent and presenting them to audiences.”
Punjabi rapper, IKKA said, “I’m so excited to present R.S. Chauhan’s sound to the world on the Sterling Reserve Music Project. It’s heartening to see a platform like Sterling Reserve Music Project enable young artists, especially RS Chauhan and break their releases in such a meaningful way. I was really happy to work with Rishi Rich and get his support on the song “YoYo.”
Rishi Rich shares: “The Sterling Reserve Music Project with Allied Distillers and Blenders and Universal Music India is a great collaboration for artists with a distinct and original sound. RS Chauhan is a young kid on the block with a very fresh voice and when I was asked to produce this record, it was an immediate yes. I’m all about collaborating with young talent and it’s been great being a part of the start of his musical journey as well as collaborating once again with my brother IKKA.”
The Sterling Reserve Music Project is an enabler platform for independent music and is language and genre agnostic. The platform aims to provide a home to artists with 360 degree marketing promotions and to chase the next emerging sound across the nation.
The platform already boasts of 3 successful releases - “Hear Me” by Anushqa, “Dil Mera” by Left Turn and “Broken” by Arunaja.
About Universal Music Group
Universal Music Group (UMG) is the world leader in music-based entertainment, with a broad array of businesses engaged in recorded music, music publishing, merchandising and audio-visual content in more than 60 countries. Featuring the most comprehensive catalog of recordings and songs across every musical genre, UMG identifies and develops artists and produces and distributes the most critically acclaimed and commercially successful music in the world. Committed to artistry, innovation and entrepreneurship, UMG fosters the development of services, platforms and business models in order to broaden artistic and commercial opportunities for our artists and create new experiences for fans. Universal Music Group is a Vivendi company.
About RS Chauhan:
RS Chauhan started training as a vocalist at the age of 16, and though from Canada originally; now resides in India. RS Chauhan is heavily influenced by hip hop music as well as Folk Punjabi music and both genres of music are clearly emphasized in the “YOYO” release. Alongside his mentor IKKA, RS Chauhan regularly performs live wowing the audiences with the versatility and power of his vocal ability. The journey is just beginning for the star that is RS Chauhan.
About IKKA:
Commonly referred to as the ‘most underrated mainstream Desi rapper’; IKKA was firstly associated with the artist name YOUNG AMLI within a hip-hop crew called “BLACK WALL STREET DESIS” alongside fellow rappers LIL GOLU and RAFTAAR. As well as having the talent and musical know-how to create commercial music, IKKA has wowed true hip-hop appreciators with his pen game. Labelling IKKA as a multi-talented artist is an understatement, this one-man army is also one of the few lyricists used by Bollywood and Pollywood heartthrob DILJIT as well as being a mentor to other rappers in his array. IKKA is, without a doubt, one of the most passionate artists in and out of the recording studio and his success thus far is a testament to his hard work and commitment to the music scene both commercially and underground.
About Rishi Rich:
Award winning and multi-talented producer, composer and talent scout, Rishi Rich has been one of the pioneer music producers of the Asian R&B fusion music genre that emerged in the mid-2000’s. Rishi Rich has not only worked with mainstream artists such as Britney Spears, Craig David and Misteeq, this maestro has also developed and mentored Jay Sean, Juggy D, H Dhami and many others.
Rishi Rich has now settled in Mumbai under the wings of Universal Music India and EMI Records. 3 years into his journey; Rishi has already created waves with his music for Mohit Suri's "Half Girlfriend", "Behen Hogi Teri”, “Mubarakan” “Poster Boys” and “Gully Boy”. While working with a range of musicians, singers and song writers; Rishi Rich has been working alongside Sunny Deol for "Pal Pal Dil Ke Paas” as well as still continuing to mentor and develop independent artists.
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