Popular music app Gaana announced the launch of its new original series ‘The Unheard’ in collaboration with noted composer, musician, and singer Shankar Mahadevan. Mahadevan will curate and review rare, unheard and brilliant numbers that somehow got lost amid mainstream music. The Unheard is Gaana’s latest feature in their ongoing series of original content titled ‘Gaana Specials’.
The Unheard will be a fortnightly program in which Mahadevan will lend his expertise to conduct in-depth reviews of Hindi albums released in the past decade—albums that include renditions by immensely talented musicians, singers, and lyricists, but which perhaps did not get the airplay and traction that they deserved. These soundtracks were either from small budget films, did not have adequate marketing support, or did not feature a mega star. Hence, they were not showcased prominently on radio and television.
Prashan Agarwal, Chief Operating Officer, Gaana, said, “Gaana Specials, our original content platform, is built on veritable research on consumer preferences and the new content creation is fuelled by this research. Over the years, a lot of fantastic music had been released but did not get the love it deserved. As Shankar puts it succinctly, ‘Songs are to be heard and not seen’. The Unheard is our effort to bring such beautiful works into the mainstream and get them their audience.”
Mahadevan added, “The concept of The Unheard is extremely important in today’s times because what we hear are only those songs, which have become visual hits. You will see that nowadays TV’s Top 20 and Radio’s Top 20 tend to be the same. And then there are films that never reach the mass audience, and because of that their soundtrack also dies a silent death. That is why I am really interested in this program and I really thank Gaana for bringing this up. It is our duty to bring ‘good’ music to listeners, and they will, of course, hear it.”
The first album to kick-start this series is a humorous work titled ‘Aiyya’ by Amit Trivedi and Amitabh Bhattacharya. The album brings together Bhattacharya’s writing finesse with Trivedi’s maverick work in composition and arrangement.
Over the past few months, Gaana has roped in eminent celebrities for original audio programing covering music reviews, storytelling, romance, humor and classics. The Unheard with Shankar Mahadevan is yet another addition to the Gaana Specials repertoire, which already boasts of successful streams such as The Asha verdict, Kahanibaaz with Ashish Vidyarthi, Mirchi Mugra with Naved, Riya’s Retro, Sarthak’s Documentary, The Classic Showcase with Paran, Hansi ke Phuware with Sud, and Planet Bollywood from Zoom.