A NEW ERA OF MUSIC : SOUNDZ OF NEPAL
As the old adage goes, music is food for the soul and the world would be a very quiet place without it. Music has the ability to connect to people in indescribable ways where melodies and harmonies truly fill a void in an otherwise mundane life.
Avash Nirola and Nirvana Chaudhary established the Sarangi Foundation with a passion and love for music, and their endeavors to promote, develop and conserve Nepali music reflect just that. The aim of the Sarangi Foundation has been to help Nepali traditional music to foster and more importantly develop a sense of pride amongst all. Keeping to this notion, their newest venture comes with Sounds of Nepal.
WE WANT TO BRING NEW DIMENSIONS TO MUSIC AND WE WANT TO DO IT ON A VERY LARGE SCALE
Collaborating with Nepal Ice, which is gradually becoming our beer of choice, Sounds of Nepal is turning a new chapter in the Nepalese music industry. In, what we think is, an effort to recreate the magic of live music, Nepal Ice Sounds of Nepal have initiated an endeavor where a group of musicians harness their talent into one cohesive piece of music.
At a time when more and more Nepali music artists are gaining recognition, Sounds of Nepal could serve as a vital stepping stone for many young artists. Artists who have already etched a name in the industry get to re-energize their music with different renditions of their songs. Under the direction Jems Pradhan, Nepal Ice Sounds of Nepal is paving new ways in the Nepalese music industry.
To find out more about what Sounds of Nepal had to offer we set up a meeting with Avash Nirola and Pradip Pudasaini (Sr. General Manager, Business Unit Head at CG Brewery). Here are the excerpts.
WHAT GAVE WAY TO THE CONCEPT OF SOUNDS OF NEPAL?
AN: The idea basically was to have something that provided a musical fusion. Things like these are happening all around the world, so why not here in Nepal? So we first approached Nepal Ice and they were very positive about it. Basically, it was just an idea to promote, conserve and develop.
PP: Beer and music go together; you will be hard pressed to find a better combination. The entire concept of Sounds of Nepal made sense to us. Nepal Ice Natura is gaining good momentum in the market, it is the first all barley beer in Nepal and has the highest growth rate amongst competition. With the way we’re moving forward, the perfect platform for us is the field of music. Now, it’s not just for our brand promotion, but we want to take the music of Nepal to the next level. We are just starting now.
TELL US A LITTLE ABOUT YOUR PLAN?
PP: There will be 24 episodes in the first season; we’ve come out with 2 episodes, one featuring Nabin Bhattarai and the other featuring Deepak Bajracharya. The program we are doing is not just about artists coming in and recording in a studio. The studio that we’re providing is state of the art. This also doubles up as a very good platform for the artist to gain good exposure. Also, the artists that get themselves associated with us, we want to financially support them and boost their image as well.
AN: Nepal Ice has made it a point to go beyond just the role of a sponsor and genuinely want to do well for the industry. They have been very active in scouting artists and making arrangements. Musically, we want to come up with new things. There are so many things we could do, there is so much potential. There could be something as simple as new renditions of old Nepali classics or something as unorthodox as rap collaborations with Ani Choying.
We want to bring new dimensions to music and we want to do it on a very large scale. We came out with 2 pilot episodes and we got feedbacks regarding the video quality, sound quality, branding, videography and so on. We will incorporate that into the coming episodes. By the first week of December, we are going to shoot 10 episodes. And in our music team, we were able to get Jems Pradhan on board, which is very exciting.
WHO CAN WE EXPECT TO SEE AT SOUNDS OF NEPAL?
AN: For this season, we have Rohit John Chettri, Nattu Shah, Indira Joshi, Prem Dhoj Pradhan, and Dharmendra Sewan to name a few. What you can also expect
are underground artists, those who are not in the lime-light but are doing great works already.
We are trying to create a good mix. We want to make a melting pot of artists from different walks of life and level of fame that caters to the general audience.
WILL WE BE SEEING LIVE PERFORMANCES?
PP: Somewhere down the line, this is going to be big, and we do want it to be big.
Already, Nepal Ice is involved with live events. Recently, we were involved with the Bipul Chettri Nepal Tour and that has generated an image for us. We have been able to instill a concept that we are the go-to brand with anything involved with music.
WHAT ABOUT ALBUMS?
AN: Initially, when we have 12 episodes and have aired it and uploaded it on YouTube, we’ll compile the audio into an album and put it up on services like iTunes, Amazon and Google Play. The proceeds will be duly shared with the artists. The remainder of the money will be put into a fund which will grow year by year and aid to help this project grow, simultaneously helping Nepal’s music industry develop as well.