Saavn launches original programming

Music streaming service Saavn on Tuesday announced the launch of Saavn Original Programming, a new initiative that will include a collection of original, long-form audio programmes for its Indian and global audience.

The array of shows, including two original series by renowned journalist and radio host Neelesh Misra, will debut on Saavn on May 1.

Misra will narrate "Qisson Ka Kona", a storytelling programme, along with "Time Machine", a show covering mythology.

Saavn also announced the original true crime series "Trail by Error: The Aarushi Files" along with shows like "Maed in India", featuring interviews and performances by top indie musicians, and "Cyrus Says", a comedy talk show by Cyrus Broacha discussing current events.

Besides, Saavn also introduced its Artist-in-Residence programme, a creative platform highlighting the best new musicians and bands. The first Artist-in-Residence is Nucleya, the popular Indian indie electronic artiste.

About his association with Saavn, Nucleya told IANS: "It is going to be incredible for not just me, but the entire indie scene in India. That's what's required. It is actually beyond music as well. It is not something they put down on the list. We discuss it as a business plan and then we come up with something."

"This partnership is what big labels need to see and learn and give artistes a space to create what they want," he added.

Saavn CEO and co-founder Rishi Malhotra noted that one of the "cool" things about Nucleya's music is that it is hard to be categorised.

"One of the cool thing about Nucleya's music is that you can't pinpoint what it is. There is no reason why his album should not be playing in Miami. This is the future of music. Labels giving artistes freedom," Malhotra told IANS, adding that with Nucleya's reach in the indie scene, he may even bring in new artistes to Saavn's fold.

"He may bring someone to the table. If it works right with the way we are looking it, I am sure it will do well," he said.

Nucleya optimistically said that he will try and see wherever he wants to "push" his music and take it to the global scale.

"It looks like a deal, but it is a partnership. We are both kicked about it," he said.

Malhotra said he has two more artistes from India and some from the US, but it was too early to divulge information about them.