Following the success of his maiden foray in the Punjabi film industry in 2016 with Ardaas, top grossing music artiste Badshah is gearing up to launch yet another brand new venture. Called Afterhours, the production house will curate innovative content for digital, film and television platforms alike and would touch upon music, fiction, performing arts, infotainment and culture.
Since the entertainment industry has seen a tremendous rise in the inclination towards digital content, the first show under Afterhour’s banner will be a reality based web-series titled Lockdown in collaboration with India’s largest digital entertainment network One Digital Entertainment with each episode having a run time of 30 minutes.
An excited Badshah states, “I am thrilled and nervous to start something new altogether. Production has always enticed me and this is a domain which I have always wanted to explore. The first project launching under the banner will be a musical web-series titled Lockdown featuring music icons such as Raftaar, Kailash Kher, Sachin Jigar, Monali Thakur collaborating with digital stars such as Shirley Setia, Jonita Gandhi, Raja Kumari, Mickey Singh. The curated series of musicals will stream on Zee Entertainment’s OTT platform Zee 5 that will give the audiences a brand new flavour to consumption. Since One Digital Entertainment has been fruitfully tapping the nerves of content generation in the digital arena, I am looking forward to create some cool content with them.”
Commenting on the association, COO and Co-Founder, One Digital Entertainment, Gurpreet Singh adds on, “As a company we have always worked towards creating and enabling innovative ideas. Today digital is as integral a function as mainstream while modern day digital sensations are at par with mainstream musicians when it comes to the demand chain. Hence the format will showcase the newer consumption patterns of the audience and be a trendblazer of sorts. Badshah’s foresight is very diverse and we are pleased to be an integral part of his entrepreneurial endeavours”