| 22 May 2024
Sterling Reserve Music Project musical tribute to Yo Yo

MUMBAI: Sterling Reserve Music Project’s fourth song, Yo Yo marks the debut of rising star, RS Chauhan alongside rapper Ikka.  Produced by Rishi Rich, the upbeat number is a tribute to Yo Yo Honey Singh and his impact of the world of music.

Universal Music and EMI Music, India and South Asia managing director and CEO Devraj Sanyal, shares, “YoYo, the next song from the Sterling Reserve Music Project has been written in dedication to my dear old friend Yo Yo Honey Singh, who defined the dance, hip hop and R&B space.”

“ It’s amazing, when Ikka who’s been inspired by him and considers himself his little brother, and has co-writen as well as co-produced for his protégé RS Chauhan, making this full circle. I’m also very grateful to my long-standing in-house exec producer Rishi Rich for creating magic on this track that has a lot of the ‘Rishi’ vibe. This one is a sure shot club banger and already has people playing it on loop. The initial reaction is absolutely amazing,” he adds.

Allied Blenders and Distillers Chief Operating Officer Bikram Basu also says, “We are excited to reveal our fourth big ticket single from the Sterling Reserve Music Project. In line with the brand ideology of ‘Chase the Next’, the song YoYo, by RS Chauhan feat. Ikka and Rishi Rich is sure to impact audiences all over India. Sterling Reserve Music Project is beginning to realise its dream of encouraging emerging talent and presenting them to audiences.”

Ikka also said, “I’m so excited to present R.S. Chauhan’s sound to the world through the Sterling Reserve Music Project. It’s heartening to see a platform like this enable young artists, especially Chauhan and break their releases in such a meaningful way.”

“I was really happy to work with Rishi Rich and get his support on the song, YoYo, he adds.

Rishi Rich shares, “The Sterling Reserve Music Project with Allied Distillers and Blenders and Universal Music India is a great collaboration for artists with a distinct and original sound. RS Chauhan is a young kid on the block with a very fresh voice and when I was asked to produce this record, it was an immediate yes. I’m all about collaborating with young talent and it’s been great being a part of the start of his musical journey as well as collaborating once again with my brother Ikka.”

Boasting of hard hip hop beats, Yo Yo is an ultimate Hindi-Punjabi club banger with the urban touch. It is the perfect music companion for both partygoees and fitness enthusiasts. The music video has garnered over three million views on YouTube.

 Watch video here

The Sterling Reserve Music Project is an enabler platform for independent music and is language and genre agnostic. The platform aims to provide a home to artists with 360 degree marketing promotions and to chase the next emerging sound across the nation. Its earlier three songs are Hear Me by Anushqa, Dil Mera by Left Turn and Broken by Arunaja.

Also Read: Sterling Reserve Music Project presents Arunaja's debut track, 'Broken'