A R Rehman, Max Hole launch 'The Dharavi Project - Music For Social Good' in Mumbai

Co-founders of Qyuki.com, a Multi-Channel Network, Shekhar Kapur and AR Rahman, along with the CEO of Universal Music Group, Max Hole and former MD Digital of Disney India, Samir Bangara today announced a Corporate Social Responsibility (CSR) initiative- 'The Dharavi Project' in Mumbai.

This one-of-a kind project in Dharavi, which is Asia's largest slum, aims to discover, nurture and amplify local music and dance talent on a domestic and international scale via digital and traditional media, and fund the expansion of the music and dance school in Dharavi, which was established by Qyuki in March 2014.

Through this initiative Qyuki and Universal Music aim to nurture homegrown talent and provide them with a platform to showcase their potential. To further enhance learning and exposure, Universal Music will periodically bring in prominent singers, musicians, choreographers, producers and the like to mentor young artists from Dharavi while Qyuki will amplify content via its digital broadcast network on a domestic and international scale.

Speaking on the association, Max Hole, Chairman and CEO of Universal Music Group International, said, "Music has extraordinary power and I am very proud to be here in Mumbai, on behalf of UMG, to help give these children an education in all aspects of making music. Whether we produce stars out of the programme or simply a lifelong love of music, we will have succeeded in giving them a start along the path of discovery of this beautiful form of expression."

Commenting on this partnership, legendary composer and Qyuki Co -Founder AR Rahman, said, "I am glad that this initiative we started at Qyuki last year is maturing into a platform that provides underprivileged children a level playing field with equal opportunity as their domestic and international peers".

Through a sustained long term plan, 'The Dharavi Project' will cover all elements in the making of a music star including scouting talent, styling, mentoring, providing studio time, producing videos, optimizing their online video presence across digital video platforms and eventually rewarding the most promising talent with a 360 degree label deal.