A Potpourri of Vestiges Feature
Tamil :https://www.facebook.com/1647011945555015/videos/1967233830199490/
Music unites. Music inspires. Ilaiyaraaja, Isaignani, as the
master is called lovingly, has united and inspired generations with his
spellbinding work across Tamil, Telugu, Kannada, Hindi, Malayalam, English and
many others. The reclusive saintly master, known, over the decades, for his
humility and unique skill in having mastered and disrupted the art form is all
set to disrupt all over again choosing to tell this unique story to a whole new
digital generation via the Facebook platform,which
looks at this initiative as a regional-global story straddling millions of
Ilaiyaraaja fans and music communities across a swathe of geographies and
interests and Arré, the new
multi-genre, multi-format digital destination. Joining this initiative is
Mindshare, whose specialised
content solutions arm Content+ is
working with Arré to tell this important story using their deep-rooted
expertise and understanding of consumers across the globe.
This
‘digital-first’ film, will play out first on Facebook and Instagram platforms
and Arré and Arré platforms.Arré has recently launched its music vertical, Arré
Earworm, and has also entered the Tamil market and will soon be launching
originals in Tamil.
Ilaiyaraaja
or Raja Sir, as he is fondly called, has a pan India and international fan base
that till now have been fed with basic facts and statistics of his illustrious career.
This
‘digital-first’ film will be a cinematic recreation of his unique and inspiring
story. True to the nature of the medium and the genius of the artist, Arré is
in the process of collaborating withdomestic and international creative talent
to create what will be a path-defining moment for music and media.
The maestro will interact with his fans regarding the
project via an
exclusive Facebook Live interaction on September 29, 4:30 pm onwards
on:
https://www.facebook.com/ArreIndia
https://www.facebook.com/ArreTamil/
https://www.facebook.com/Ilaiyaraaja/
https://www.facebook.com/ArreIndia
https://www.facebook.com/ArreTamil/
https://www.facebook.com/Ilaiyaraaja/
The Maestro, Ilaiyaraaja, said “I come from a small village
and have had no formal training in music or any classes from the masters of
Indian classical music. Yet, somehow, music flows through me like the natural
flow of water or the flow of breeze. Music has done much more for me than I have
for music. Music has made me, Ilaiyaraaja. I am looking forward to sharing my
musical journey with all my fans and music lovers on Arré and Facebook.”
Sriram Bakthisaran, strategic advisor and close confidante
of the Maestro said “This is a unique and prestigious collaboration of partners
of repute; Facebook, Arré and Mindshare, which befits the stature of the Legend
and the true potential of his journey.”
Find below the links to the Maestro’s video address in
B. Saikumar,
Founder, Arré, said: “We at Arré are honoured and humbled to be working closely
with the Maestro whose extensive work and influence know no bounds in geography
or language. Arré believes that digital is no longer the mainstay of just the millennial;
it is increasingly the medium of choice across age groups and community-led
affinities and interests. To that end, the Maestro and this film, will be the
ultimate leveler bringing together different sets of audiences united in their
common quest for music and love for Ilaiyaraaja, the Maestro. We are pleased to
partner with Facebook to ensure that we take this work to millions across India
and the world and believe that this is one more important step in the country’s
and media’s digital evolution. Arré has recently launched its music vertical,
Arré Earworm and also moved into the Tamil market, and this film will play
across these new verticals apart from Arré and its platforms. We are delighted
to have Mindshare as a strategic partner to provide the required amplification
and partners this project deserves.”
Saurabh
Doshi, Head, Media Partnerships, at Facebook India said: “It is exciting to have
renowned musician and Maestro Shri Ilaiyaraaja connect with his fans, and for
them to be able to see this unique film, on the Facebook platform. Millions of
people who are on Facebook will now be able to have the opportunity to get a
glimpse into Ilaiyaraaja’s musicaljourney and his work through this video
series on our platform.”
Prasanth
Kumar, CEO, Mindshare South Asia said: “A whole generation has grown up
listening to the compositions of Ilaiyaraaja and a new generation is
rediscovering his music via the internet and his new movies. It is therefore
essential for us to understand the motivation that brings this creative genius
alive, and take him closer to a new audience. Media today, especially the
digital medium is giving us the opportunity to tell this story creatively, with
the man re-living his musical journeyagain via video, text and imagery.
Mindshare is working very closely with Arré in bringing together their
expertise to give this unique musical journey the right kind of amplification.”
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