RadioandMusic
| 05 Aug 2020
MX Player Ropes in Smule, Ace2Three as Sponsors for its music reality show Times of Music

MUMBAI: MX Player is all set to launch its big ticket offering/ flagship offering, Times of Music – a one of its kind music reality show helmed by India's finest musicians and their recreation of 22 iconic songs. Raising the bar of entertainment on the internet, this digital first musical extravaganza brings viewers 20 legendary musicians on one common stage. Each episode will see a pair of two composers of different eras recreate each other's songs, adding their signature twist to it. The show also sees Vishal Dadlani step into the role of the host, unwrapping interesting stories and some unheard chapters from their lives.

MX Player has roped in Smule, a social singing network as the presenting sponsor for the series along with Ace2Three, the first online rummy portal in India as the powered by sponsor.

Elaborating on the same, Viraj Jit Singh, Head – Revenue at MX Player said, "This is a concept that has never been explored before and thus, it not only makes for great content but also serves as a great opportunity for brands to leverage. The concept lent itself to an innovative brand integration with Smule, wherein its online community can sing the songs of our show on the Smule App. We have a long-standing relationship with Smule and given the nature of the show – it was easy to drive synergies across both platforms; we are delighted to have them onboard as the presenting sponsor and we intend to further strengthen this relationship. We are also happy to have Ace2Three, LIC and Durex as sponsors on the show."

Inspired by the idea that stories and songs bring people together, Smule with its online community of music lovers was a seamless fit as the presenting sponsor. Bill Bradford, President of Smule Inc, elaborated saying, "Jamming and coming together to celebrate with music is the core of the Smule experience. We are happy to Jam with India's best music directors on Times of Music, a unique show that re-creates the hits of yesteryear. This seamless partnership with MX Player will enable our large community to perform new versions of the classic hits, singing together with some of their favorite stars on the Smule app, including Vishal Dadlani, Papon, Rajan Batra, Salim Merchant and many more."

Ace2 Three is the powered by sponsor on the show and Deepak Gullapalli- CEO, Head Digital Works Pvt Ltd commented saying, "We are excited to partner with MX Player in what we believe will be a hugely appealing and game-changing show in Indian music. Just like our platform where one needs to bring their best skills to the fore, this show will require the best of India's musical maestros to test their skills while creating something truly unique in the process."

The celebrated duos on the 11 episodic series are Salim - Sulaiman & Laxmikant - Pyarelal, Viju Shah – Mithoon, Ajay - Atul & Kalyanji - Anandji, Vishal & Shekhar – Bappi Lahiri, Anand - Milind & Sajid – Wajid, Sachin - Jigar & Euphoria, Amit Trivedi, Agnee, Shantanu Moitra – Amaal Mallik, Rajesh Roshan – Himesh Reshammiya and Indian Ocean – Sneha Khanwalkar.

Times of Music premieres on 20th June with new episodes dropping every Saturday – Sunday on MX Player.