Singer and composer Amit Trived has been brought onboard to manifest automobile brand Skoda’s objective to become a leading player in the country’s auto sector.
As part of the campaign with Trivedi’s independent music label AT Azaad, this collaboration has resulted in the new web series titled ‘ŠKODA Sonic Roots’ which is currently streaming on Voot.
Trivedi’s label, AT Azaad, launched in 2020, was developed with the aim to showcase Trivedi’s passion for Indian independent music. Trivedi, 42, has been a big name in Bollywood since 2008, composing songs for films such as the recent Rashmi Rocket and previously, Dev.D and Udta Punjab among other big titles.
The show sees Trivedi travels to five Indian states, Rajasthan, Maharashtra, West Bengal, Tamil Nadu, and Gujarat. He will collaborate with nine folk singers. The result will be a showcase of Indian folk music through six songs titled ‘Songs of Soil’.
‘Tedo Tedo’ in Rajkot, Gujarat with Dandiya King, Kirtidan Gadhvi.
‘Mooch’ in Jodhpur, Rajasthan with Rajasthani folk singer Mame Khan and Ruchika Chauhan.
‘Fata Faati’ in Kolkata, West Bengal with Rana Mazumder and Baul singer Goutam Das Baul.
‘Meenaatchi’ in Chennai, Tamil Nadu with Anthony Daasan.
‘Raunakein’ in Mandwa, Rajasthan with Kavita Seth and Bhanwari Devi.
‘Bhagwa’ in Mahableshwar, Maharashtra with Nagesh Morwekar
In the past, Trivedi has been vocal about his appreciation for Indian folk music. Ergo, the episodes will also feature the composer immerse himself in local traditions through the musicians he encounters. In Gujarat he explores a traditional wedding, while Jodhpur sees Trivedi give in to his mooch obsession and more. Each episode ends with a music video.
‘ŠKODA Sonic Roots’ is the brainchild of Trivedi along with communications agency PHD Media, OMG Content, ŠKODA AUTO India with production company Backbenchers Co.
The songs developed at the end of each ‘ŠKODA Sonic Roots’ episodes are available on both Amit Trivedi and his label, AT Azaad’s YouTube channels. A new episode drops on Voot and MTV every Friday.