MUMBAI:  The advent of Apple Music in India in 2015 created a soothing symphony among music lovers.The platform since its launch has developed a niche and in an attempt to further boost its impact has gone to collaborate with music biggies AR Rahman, Ram Sampath and our very own, Divine. While Apple Music has lent its global presence to several artists from various countries, 2017 marks the first time the company will be tapping extensively into the pool of Indian independent talent for a nationwide India campaign.

Centred around six young indie musicians, the campaign features artists across several genres: Bollywood rap king Badshah, New Delhi singer-songwriter Prateek Kuhad, Mumbai rapper Divine, film composer and singer Anirudh Ravichander, singer-songwriter Kavya Trehan and Mumbai-based electro-swing duo Madboy/Mink. The entire campaign for the Indian artists explores a theme of the new emerging from the old; shot entirely on an iPhone 7 Plus by Mumbai-based photographer Ishaan Nair, the campaign features the young musicians at locations like Mumbai’s newly renovated, 108-year-old Royal Opera House.

Talking about the exciting initiative, Ram Sampath told Radioandmusic.com: “Apple is focussing on music as an art form and making it more vibrant in the country. Talent has never been of concern in India, it’s about the right reach and exposure. With Apple Music, we are at the right place and at the right platform.”

He further added, "Apple Music is at the forefront of promoting Indian talent to the world. It is like an ocean to discover new music and talent and it surprises me each time. I enjoy all kinds of music and I like the fact that the platform sorts the different types of music for me and simplifies the search.”

Divine, on his part, added: “I hail from the underground music scene and continue to be so. When I started off, I only had YouTube as a medium of expression. Gradually, when I shifted my focus and made music a profession, Apple Music was the place where I launched my video, Jungly Sher. Good content is key and so is the medium of distribution. This venture by Apple is definitely worthwhile."

There are whispers that Divine is working on a music project which is set to launch exclusively on Apple Music.

Furthermore, Apple Music recently launched the student membership which will make it easier for the youthful fans (millennials) to connect with these new age artists even easier. For students, this is a great deal! Rs. 60 means that the subscription costs even less than a US dollar per month. The Apple Music subscription prices in India have always been priced the lowest.

The Library, ‘For You’, ‘Browse’ and ‘Radio’ tabs have been completely redesigned to provide an even greater sense of place. Also, a new search tab to make finding music even easier. Right now, Apple Music has over 20 million paid subscribers.