India’s first original digital dance property, on Sony Music India YouTube channel, called The Dance Project

Global music giant, Sony Music, boasts of a vast catalog comprising some of the most iconic Bollywood sound tracks along with the best in Pop and Punjabi music, announced India’s first original digital dance property, on Sony Music India YouTube channel, called The Dance Project. To celebrate dance like never before, the dance property takes pride in Music being remixed, Dance – reimagined & Magic – recreated…. making it exclusive and original! It gives a common platform to the best of three worlds i.e. Bollywood, TV & YouTube to showcase their talent and collaborate.

Sony Music offers a musical library ranging from the biggest Bollywood blockbuster music such as Ye Haseen Wadiyan (Roja), Suraj Hua Madham, Chikni Chameli, Deva Shree Ganesha (Agneepath), Radha (Student of the Year) to pop songs with the biggest artists – Badshah’s DJ Waley Babu, Proper Patola , Aastha’s Buzz, Harrdy Sandhu’s Naah, Kya Baat Ay and more.

The first episode features Elli Avram, Wild Ripperz, and Faisal & Vaishnavi. It goes live on Sony Music India’s YouTube channel on 23rd November.

A simple format of 12 episodes releasing weekly beginning November 23rd, each episode features 4 performances: 1 by a Bollywood Dance Celeb, 1 by a TV Dance Star, 1 by an YouTube Dance icon & 1 collaboration between TV & YouTube stars.

Says Jay Mehta, Head Digital Business and New Initiatives, Sony Music India, “Our thought was to present our extensive song library with a new sound & create bite-sized dance content for quick consumption on the go. We found no better partners in YouTube for the same. We are extremely thrilled to be working with them to create a property that has not been done before in India. With the biggest names in the dance industry, we are confident that the property will become a go to for all dance enthusiasts.”

Sony Music India has not only worked on getting it all together but has also worked on an extensive marketing and promotion plan so as to ensure the episodes are known and watched across the country. Jay adds on,  “We have an aggressive marketing and promotion plan for the coming weeks that will definitely make The Dance Project the biggest dance property of the season.”

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