Believe India and Ishtar Music are partnering with Bangalore-based non-profit Snehadhara Foundation and Vasu Dixit Collective to launch the ‘PaDa’ Project, a docu-series that supports and celebrates traditional folk music in India.
The project is a part of Believe’s global CSR strategy ‘Shaping Music for Good’ which aims to create a more sustainable and inclusive music industry.
Last year, the Paris-based record label and distributor acquired India’s Venus Music from the Venus Worldwide conglomerate. Venus Music was then rebranded and rechristened as Ishtar, as part of the 100% acquisition.
The ‘PaDa’ project begins in Karnataka with tribal musician Mohan Kumar singing about his pastoral practices among the Kadagulla tribal community in his folk song, ‘Tagaru’.
Kumar is a folk artist from the Kadugalla tribe who learnt folk music from his family and community while growing up. With a keen interest in preserving his community’s traditional knowledge, he studied and worked at the Karnataka Janapada Vishwavidyalaya to learn methods of recording and documenting oral history and traditions.
Following this, the project will also feature Sithirai Senan from Madurai, Tamil Nadu; Mickma Tshering Lepcha from Gangtok, Sikkim; Dalrariti Gratel Kharnaior from Shillong, Meghalaya; and Mangka Mayanglambam from Imphal, Manipur. Producing new music through collaborations will serve as a link between the country’s most important musical traditions’ past and future.
Vivek Raina, Managing Director, Believe India, said, “Believe India has always been committed to promote music in all ways and forms with outreach efforts being centered around the core CSR strategy, ‘Shaping Music for Good’ which strengthens our culture. Through this, we are providing another platform for independent artists to revive and stage folk music. We wish to extend our services to encourage these artists who can have an impactful yet long-lasting effect on the industry. We hope our initiative results in a sustainable, diverse, and inclusive world.”
“Our constant aim at the foundation is to create an engaging community and ‘PaDa’ project brings us closer to our ambition,” said, Dr. Gitanjali Sarangan, Snehadhara Foundation. “Music has been crucial in fostering the holistic development of beneficiaries that we engage with. That, along with the fact that music holds the power to transcend the shackles of social barriers that hinder social inclusion of vulnerable populations is why we are very excited to be part of this project and be introduced to various aspects of folk music, different traditions, different lifestyles on this journey.”
Vasu Dixit, musician and filmmaker, said, “PaDa Project has been brewing inside of me for over four years. With Believe and the Snehadhara Foundation, I have found partners whose beliefs and ideas align with my own. Folk music and its rituals have always been a source of inspiration for me. I can’t wait to embark on this journey to discover new folk music that will inspire me and – in turn – others as well.”
Check out the PaDa Project here