| 02 Jun 2023
We have created many artists in the past few years: Baljinder Mahant

MUMBAI: In a bid to promote raw talent, 9X Tashan has partnered with ITC’s Bingo! Mad Angles to produce a show called ‘Bingo! Mad Angles Music Star.’ The show will provide singing enthusiasts an opportunity to showcase their talent and win an opportunity to make an album along with the biggest singing superstars from Punjab.

Talking about the latest offering 9XM and 9X Tashan cluster head programming Baljinder Mahant said, “Piracy and online content availability has made it difficult for new singers to get recovery on their videos in spite of them spending no less than Rs 12 to 15 lakhs. We at 9X Tashan are looking at making things a bit easier for these artists. Through the 9X platform, the talented singers get an opportunity to not just showcase their talent, but also get backing to make a place in the Punjabi music industry. We released our own music video with fresh talent last year. The idea came up with the fact that brands spend a lot of money on marketing their property and we could use the same money to market these artists, who in return would market the brands. So, through ‘Bingo! Mad Angles Music Star,’ we will select a talent whose journey will be covered by us. He will also record a song with us and we will market it.”

He further added, “We have created many artists in the past and have 20 of our own songs in our library. We are hopeful of having 30-35 songs by end of the year. One of the reasons for our success is that we have been responsible for the success of at least eight out of ten artists in Punjab. We plan an artist's launch and success because we believe that our success is associated with them.”

A special music video titled ‘Bingo! Mad Angles’ song, has been created featuring Punjab’s popular singers such as Badshah, Ammy Virk, A Kay and Maninder Buttar to announce the talent hunt. The Song has been written, conceptualised and directed by Mahant and composed by JSL Singh.

“We usually have creative approach towards the brands sponsoring our shows. In fact, we designed a unique way of promoting Bingo! Mad Angles by coming up with a song for it. We created the song in a way that it connects with every Punjabi. I believe that every Punjabi has a mad angle in their life and hence the music video was created around it,” stated Mahant.

Contestants have been selected out of the video entries that were sent to the channel. However, the winner will be selected after some scrutiny explained the programming head. “Four steps will be followed to select the final five and the winner. First criteria will be creativity and enthusiasm. Second will be vocals, third will be the overall personality and lastly we will see if he is a performer,” he informed.

The shooting for the show is likely to begin from 15 September, 2015. It will be an hour long property divided into two parts featuring the journey of the winner. 

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