Jameson Connects Jam Pad has returned for its fourth season, bringing together 18 artists and collaborators for five music videos spanning hip-hop, R&B and regional sounds.
Created in partnership with Azadi Records, the latest edition features collaborations across seven languages, with artists from different parts of India working across five original releases.
The season opened with “Ghetto” by Mumbai hip-hop acts 7Bantai’Z and MC Altaf, directed by Dolas. The track is followed by “2/LOSS”, featuring Kim the Beloved, Kool D and Hurricane, bringing together English and Assamese hip-hop.
Singer-songwriter Mary Ann Alexander features with the R&B track “Too Much?”, directed by Anurag Baruah. The southern hip-hop scene is represented by “GALI”, featuring Killa K, ThirumaLi and Rudy Mukta, produced by Parimal Shais and directed by Lendrick Kumar. The series closes with “Back it Up” by Sikander Kahlon and Kartik, directed by Badbola, drawing from Punjabi hip-hop.
The five tracks were released on consecutive days between June 22 and June 26, with the music videos available through the respective artists’ YouTube channels.
“Jam Pad has always been about creating space for artists to connect beyond their own scenes, languages and geographies,” said Pulkith Modi, Head of International Brands, Pernod Ricard India Pvt Ltd. “With Season 4, we wanted to spotlight the power of collaboration in a way that reflects the scale, diversity and energy of India’s independent music communities today.”
Mo Joshi, CEO, Azadi Records, added, “India’s music landscape is not defined by one sound, one city or one language. What makes this season special is the way it brings together artists from different corners of the country and allows each collaboration to exist on its own terms. Jam Pad Season 4 is a snapshot of where independent music in India stands today, and where it can go next.”
Powered by Jameson Ginger Ale, Jam Pad is part of the wider Jameson Connects platform and focuses on independent and emerging musicians through grants, mentorship, collaborations and technical support. Other initiatives under the platform include Jam Studio, Jam Radio and Jam Stage.
Jameson Connects is run in partnership with Azadi Records, the independent Indian label established in 2017 and home to artists working across contemporary South Asian music.
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