Television

Universal Music and Qyuki launch CSR project for Dharavi

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MUMBAI: Record label Universal Music and multi channel network Qyuki, which is co-founded by director Shekhar Kapur, musician AR Rahman and former Disney India MD - digital Samir Bangara have launched a new corporate social responsibility (CSR) initiative titled ?The Dharavi Project.?

This one-of-a-kind initiative will fund the expansion of the music and dance schools in Dharavi, Mumbai, which was established by Qyuki in March 2014. The school aims to discover fresh talent from Dharavi and nurture them through the programme and amplify them on a domestic and international scale via digital and traditional media.

Universal Music Group International chairman and CEO Max Hole said, ?Music has extraordinary power and I am very proud to be here in Mumbai on behalf of UMG to help give these children an education in all aspects of making music. Whether we produce stars out of the programme or simply a lifelong love of music, we will have succeeded in giving them a start along the path of discovery of this beautiful form of expression.?

Universal Music will deploy funds towards basic infrastructure, rent, utilities and equipment for the students of the school. Through this initiative, the two partners aim to nurture home-grown talent and provide them with a platform to showcase their potential. To further enhance learning and exposure, Universal Music will periodically bring in prominent singers, musicians, choreographers and producers to mentor young artists from Dharavi, while Qyuki will amplify content via its digital broadcast network on a domestic and international scale.

Rahman said, ?I am glad that this initiative we started at Qyuki last year is maturing into a platform that provides underprivileged children a level playing field with equal opportunity as their domestic and international peers.?

?The Dharavi Project? went live at a launch event in the heart of Dharavi in the presence of Rahman, Kapur and Hole along with Bangara.

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