MUMBAI: Bajaj Entertainment Art Music Sports (BEAMS) has signed up three talented artists , including a Canadian singer-songwriter Lorelei Loveridge, an enthusiastic Indian musician Jataveda Banerjee and the Multi-talented Dave Crane. BEAMS will be playing a crucial role in managing these musicians and provide them with opportunities in the music business.

Jataveda Banerjee is a music composer, lyricist, star performer with various bands and a lead vocalist in a band called Godspeed. She has also taken part in a band hunt show "Ohlalala" which was a concept by A.R.Rahman. Dave Crane, a renowned trainer and motivational speaker hosting various shows across the world. Dave's newest CD 'Now That's What I Call Hypnosis' was recently performed to Bollywood royalty in Mumbai. He has been a freelance journalist for many high profile publications and a presenter on television. Lorelei Loveridge is a songwriter, performer, world-traveller, teacher, arts manager, coach, consultant, writer, photographer and director of theatre.

Says Beams director Anant Bajaj, "I am proud to say that we have identified these three talents and are going to provide them with enhanced opportunities to showcase their work to the world. This is our first initiative to provide recognition to these charismatic and versatile individuals to build up their promising careers."

Beams aims at catering to multiple segments of the entertainment business and carve a niche in the showbiz sector. They are also planning to execute a series of events ranging from live opera, rock band shows, live fusion concerts, popular music shows to mark the arrival of upcoming talent in the industry.

With the recording business facing a lull, the live act business is catching on like wild fire. Many music and entertainment companies (Live Nations, Viacom) are already exploring this multi billion dollar 'live music' business scene. More and more renowned artists are signing lucrative 360 deals which include promoting, touring, recording and merchandise with these entertainment giants. Meanwhile, even local talents are promoted in a huge way as the business also provides equally good opportunities for upcoming artists.