Sony MIX, the Hindi music channel from Sony Pictures Networks India (SPN), announced ‘The Dhun Project’ that celebrates the 5-year anniversary of the channel in India. It has been initiated to pay tribute to musicians in India, by raising funds to empower and educate them.
As part of the project, Sony MIX brought together CXOs from the advertising and media industry to record a music video as ‘The Dhun Project’ anthem. CVL Srinivas (GroupM), Vikram Sakhuja (Madison), Shashi Sinha (Lodestar), Sandip Tarkas (Future Group), Amin Lakhani (Mindshare), Anupriya Acharya (Zenith Optimedia), Shuchi Singhal (Idea Cellular), Harish Shriyan (OMD), Sonal Dabral (Mudra), Rohit Gupta (SPN) and Neeraj Vyas (SPN) are the eleven CXO’s featuring in the music video.
The first leg of The Dhun Project involves Sony MIX’s contribution of INR 10 lakh towards helping a musician who needs medical support. The Dhun ambassador for this year is Roshan Ali, a dholak player.
On the other hand, the project is leveraging the crowdsourcing platform, Ketto.Org, co-founded by actor Kunal Kapoor to raise funds for Spic Macay to organize a series of events across the country that will enable heritage musicians to perform in schools and colleges. Young students will be exposed to music performed by celebrated national musicians, who in turn will continue to earn a living from this artistic endeavour.