July 27, 2021
3 mins read

Sona Mohapatra first Indian artist debuts on Times Square billboard

Sona appeared on Times Square billboard as part of the Spotify ‘EQUAL’ global campaign leading the Indian leg…reports Asian Lite News

Artist and producer Sona Mohapatra made her debut appearance on the iconic Times Square billboard in New York on Monday.

She is one of the first independent musicians to be given this place as a pop-culture milestone.

Sona said: “To be woken up in the middle of the night to see photographs of my face on a billboard covering a skyscraper in one of my favourite cities New York was a surreal feeling. To be one of the first independent musicians to be given this place is a pop culture milestone because it paves the way for artistic expression of various hues and colours free from cookie-cutter formulas in musical mainstream success.”

Sona appeared on Times Square billboard as part of the Spotify ‘EQUAL’ global campaign leading the Indian leg. Her single track ‘Aise Na They’ is being featured on the ‘EQUAL’ playlist for the entire month.

The soundtrack for ‘Aise Na They’ has been composed by Ram Sampath with lyrics by Amitabh Bhattacharya and distributed by Paris-based music distribution and marketing service Believe. The song’s narrative revolves around a relationship that has lost its fizz, but a sense of optimism is infused in the track through the lovely sound of the hills with pop rock blended with ethereal flutes and tingling mandolins.

She said: “I have been consistently releasing original music for many years, have fought many battles for IP & residuals for artists and it has been exhilarating, exhausting too but now, with my indie label Omgrown Music partnering with a global name like Believe, I truly feel optimistic about the future of the music scene in India and more so for other independent voices like mine.

ALSO READ: Vidya trusts made in India vaccine, urges all to take jab

She added: “To celebrate this achievement, I am dropping a single ‘Ek Din – Manhattan Memories’, a heartbreak love song which would be a perfect companion for a long highway drive or a dance party.”

Talking about the emergence of independent music in the pandemic, she said: “We are slowly coming out of a very tough time together as a society but this phase in India has been the very best for independent music releases without the big banyan tree of Bollywood taking away all the media and audience attention with its big promotional budgets.”

She added: “This billboard is a validation of that constant hustle of never giving up on the power of music and self-belief. My allies have stood by me through thick and thin and I am grateful for their belief.”

For the global campaign, Sona has been joined alongside other female global artists such as Meryl (France), Bowklylion (Thailand), Nadin Amizah (Indonesia) and Anikv (Russia).

Launched globally earlier this year to celebrate female talent across the world, the campaign aims to put the spotlight on women in music across the world. The initiative features specially curated playlists across 50 countries.

Vivek Raina, MD, Believe India said: “This is a great initiative by Spotify and we are proud to collaborate with Sona Mohapatra. Her new song is a celebration of love which is soulful, a pop-rock romantic track which will surely enthrall her fans.”

ALSO READ: India: Cradle for spiritual tourism?

Previous Story

WeChat suspends new user registrations in China

Next Story

Taliban attack on Afghan city thwarted

Latest from -Top News

Sisi, MBZ cement ties

UAE and Egypt bolster ties through high-level talks in Abu Dhabi and a landmark cardiac care initiative delivering lifesaving treatment to rural communities The United Arab Emirates and Egypt reaffirmed their strong

‘UAE leads global fight against plastic waste’

UAE accelerates its fight against plastic pollution with a bold single-use plastic ban and expanded environmental policies to safeguard natural ecosystems for future generations The United Arab Emirates continues to lead the

70,000 Gaza kids starve

WFP warned that any further escalation of conflict could paralyse relief operations altogether, deepening the plight of civilians—especially children, the elderly, and vulnerable groups As the humanitarian crisis in Gaza intensifies, the

Prayers on the Mount

The Day of Arafat, considered the pinnacle of the Hajj pilgrimage, witnessed a congregation of believers from around the world As the sun blazed overhead and temperatures climbed to a sweltering 41°C,

EID MUBARAK!

UAE marks Eid Al Adha with housing support, children’s gifts, pardons, and cultural celebrations, reflecting a national spirit of compassion, unity, and shared community values Across the UAE, Eid Al Adha is
Go toTop

Don't Miss

Sony Pictures to Form New Firm With Zee

Punit Goenka will lead the combined company as its Managing

Sanskrit opera empowers ancient legend’s female narrative

First ever Sanskrit opera tells ancient Indian legend from the