UMG offers 360 deals to pupils in India’s largest slum

Universal Music Group and the creatives behind Oscar-winning film Slumdog Millionaire and Golden Globe-winning film Elizabeth have teamed to launch a music and dance project in India.

‘The Dharavi Project’, officially launched today at Matunga Labour Camp, is a one-of-a-kind social responsibility initiative to nurture local talent in India and Asia’s largest economically deprived district, Dharavi.

The project was founded by former MD Digital of Disney India, Samir Bangarain, director Shekhar Kapur (Elizabeth) and composer AR Rahman (Slumdog, Elizabeth) in March last year.

Kapur and Rehman’s Multi-Channel Network, Qyuki struck a partnership with UMG to fund the expansion of what is essentially a school, with UMG deploying funds towards basic infrastructure, rent, utilities and equipment for the students of the school. 

According to a press release, `The Dharavi Project’ will cover “scouting talent, styling, mentoring, providing studio time, producing videos, optimising their online video presence across digital video platforms”. Universal plans to reward “the most promising talent” with a 360 degree label deal.

The school was launched today in Dharavi where performers showcased their skills in music and dance to attendees including Kapur, Rehman, Bangarain, UMGI Chairman & CEO Max Hole and Universal Music Group/EMI, South Asia, Devraj Sanyal.

Universal plans to bring in artists, choreographers and producers to the school to mentor young talent from Dharavi, while Qyuki will use its digital broadcast network on a domestic and international scale to highlight those taking part.

Max Hole, Chairman & 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.”

Qyuki Co -Founder AR Rahman, added, “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.”