Singer Sona Mohapatra makes her Times Square Billboard debut
- She has been handpicked for the Spotify EQUAL campaign
- The singer will lead the Indian leg of the global campaign for the entire month of July
- Her latest single ‘Aisa Na They’ has just been released
Artist and producer Sona Mohapatra made her debut appearance on the Times Square Billboard in New York on July 23 soon after the release of her latest single ‘Aise Na They’.
Artist and producer Sona Mohapatra said, “To be woken up in the middle of the night to see photographs of my face on a billboard covering a skyscraper in one of my favourite cities New York was a surreal feeling. To be one of the first independent musicians to be given this place is a pop culture milestone because it paves the way for artistic expression of various hues and colours free from cookie-cutter formulas in musical mainstream success.
“I have been consistently releasing original music for many years, have fought many battles for IP & residuals for artists and it has been exhilarating, exhausting too but now, with my indie label Omgrown Music partnering with a global name like Believe, I truly feel optimistic about the future of the music scene in India and more so for other independent voices like mine,” she said in a statement.
She also said that to celebrate this achievement, I am dropping a single EK DIN- Manhattan Memories, a Diltod, heartbreak love song which would be a perfect companion for a long highway drive or a dance party.
“We are slowly coming out of a very tough time together as a society but this phase in India has been the very best for independent music releases without the big banyan tree of Bollywood taking away all the media and audience attention with its’ big promotional budgets! This billboard is a validation of that constant hustle of never giving up on the power of music and self-belief. My allies have stood by me through thick and thin and I am grateful for their belief,” said the singer.
She has also been handpicked for the Spotify EQUAL campaign and will lead the Indian leg of the global campaign for the entire month of July. Her single will feature all this month on the EQUAL playlist as she joins other global artists such as are Meryl (France), Bowklylion (Thailand), Nadin Amizah (Indonesia) and Anikv (Russia) from the roster of Paris-based leading independent digital music distribution and artist services company, Believe.
The track ‘Aise Na They’ has been composed by Ram Sampath with lyrics by Amitabh Bhattacharya and distributed by Paris-based music distribution and marketing service Believe.
Vivek Raina , the Managing Director of Believe India said that this is a great initiative by Spotify that creates a space on the platform to strengthen the work of female talent in music from across the globe.