by Suman Gupta
Mumbai 17th July 2019: Love in this monsoon has come in form of a heartbreak. India’s biggest band, SANAM launches their latest track ‘Jaane De Mujhe’ in collaboration with VYRL Originals. The track tells us that sometimes mere love and commitment cannot suffice a relationship. Fate also has a role to play in it.
SANAM beautifully brings out the true meaning of love and its various essences though strong emotional lyrics by Kunaal Verma. The song is an ode reminiscing the love moments spent together. ‘Jaane De Mujhe’ explains that love alone cannot fix the cracks in a relationship regardless the intensity of the love.
Known for their covers, predominantly of the legendary Kishore Kumar, the band has created a niche for themselves in the music space. The four members of the band comprising, Sanam Puri, Samar Puri, Venky and Keshav portrays a vulnerable self, envisaging and delivering a gripping and passionate story which is beautifully directed by Prayrit Seth.
The video reflects Sanam Puri playing the lead role of a grief stricken and in-despair partner of his lady love who is suffering from mental health issues. Sanam tries hard to keep things together but love alone is not sufficient to keep the relationship going and eventually succumbs to fate.
VYRL Originals has been a leader in building up the non-film music culture and category in India. VYRL Originals and SANAM’s partnership is a befitting association of music ideologies. Non-film music has been at the highest point of music charts across the nation and it’s a rage amongst the youth who are looking for original and meaningful music today.
“I have stood my ground to support independent music, to have my artists play front in place of playing back and I have been open to associate with like minded partners. When I heard Vinit & entire VYRL Originals team speaking the same language with a whole lot of enthusiasm and artist centric approach, it felt like a victory of sorts. I am extremely positive about this association and truly believe this is just the beginning” said Ben Thomas, Business Manager of SANAM band, Founder & MD, Kurian & Co Talent Management
“Working on this song was a lot of fun. We sampled almost 12 different vocal mics along with 4 different preamps to see what works best for this song. Even the video shoot was a lot of fun. Working with Pooja and Prayrit was an amazing experience. Was so comfortable and they really took care of us. Every step of the way, the entire VYRL Originals team has always valued our inputs and tried their best to make changes that will work for us. Over all we are really excited to take this further with VYRL Originals and make some amazing music together!”, says the YouTube sensational band SANAM.
On the Release of the song, Vinit Thakkar, Senior Vice President, Universal Music Group India & South Asia said, “SANAM is a role model for any aspiring band in the country as they are undoubtedly the biggest and best band in India today. From singing covers to originals to developing an ardent fan base, the band has structured their journey impeccably so far. The band has chosen VYRL Originals as their first ever label association and we are thrilled to be working with them. With VYRL’s artist centric approach, coupled with this unique association, I am confident that SANAM fans and non-film music lovers are bound to be enthralled like never before.”
We would like to thank our partner Alakh Advertising & Publicity Private Limited for their amazing support on the track ‘Jaane De Mujhe’.
VYRL Originals – An EMI Records India Property:VYRL Originals is EMI Music India’s latest music property created to promote independent non-film music. This unique property is once again led by noted film director Mohit Suri – known for his excellent taste in music. Mohit will be curating every aspect of each track that is being produced. Right from the composers, lyricists to the singers, each of them have been carefully worked on and handpicked by the director himself. The sound will be in line with contemporary Bollywood music with great production values, albeit without the canvass of a film. The tracks under VYRL Originals will be launched simultaneously across every streaming service – in India as well as Globally – and will sit amongst today’s popular Bollywood songs giving the music lover a seamless listening experience.
