Idea is to get one star in the next three years from ‘The Dharavi Project’: Devraj Sanyal


MUMBAI: Universal Music Group and multi channel network Qyuki recently launched the ‘Dharavi Project’ as part of their corporate social responsibility (CSR). With the initiative, the music group will fund the expansion of the project that was helmed by Qyuki.

Speaking to Indiatelevision.com about the school, Universal Music Group India and South Asia managing director Devraj Sanyal says that the idea is to get at least one star out in the next three years who is able to cross international markets. “All the money that comes out of it will go back to the artiste while the administration fees will go back to the project. We will not retain a single rupee,” says Sanyal.

He further added that the company, which has a strong global footprint on CSR, was very clear from day one to have a single initiative that would be large, impactful and actually effect change.

The school currently is a 25 feet by 25 feet room but plans are afoot to upgrade it over the next 30 days. It will have 5-D cameras, Apple Mac machines, a recording facility and engineers to help the students set up and record. “It will be like a mini Berkley. We have spent close to two per cent of our net revenue on the project,” Sanyal informs.

As of now, 35 to 40 children will avail facilities at the school and the target is to reach out to more than 300 children. On an average, some of these kids would earn a paltry sum of Rs 4000 a month by undertaking ‘Slumdog’ tours. Queried as to how the project will move ahead, Sanyal says, “This would not have been possible without two things - a deep intent and real money. When these two came together, the Dharavi Project was born.”

As part of its tie up with Qyuki, content which is created by Universal in the South Asia region, will be available on the network. Outlining some trends in the music industry in India, Sanyal concludes by saying, “Digital clearly is the future. Bollywood continues to be a very strong player. Independent, regional and international music is also growing from current share because the population share is increasing.”

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