The Dharavi Project, an initiative by Universal Music, will fund the expansion of a music and dance school in Dharavi, Asia's biggest slum, located in the heart of Mumbai.
The dance school was established in March 2014 by Qyuki.con, a multi-channel network, co-founded by filmmaker Shekhar Kapur, composer A.R. Rahman and Sachin Bangara, former managing director (Digital), Disney India.
The school aims to discover fresh talent from Dharavi, nurture it through the programme and amplify it on a domestic and international scale via digital and traditional media.
To further enhance learning and exposure, the music giant will periodically bring in prominent singers, musicians, choreographers, producers and the like to mentor young artists from Dharavi, while Qyuki will amplify content via its digital broadcast network.
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"Whether we produce stars out of the programme or simply a lifelong love of music, we will have succeeded in giving them a start along the path of discovery of this beautiful form of expression."
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The Dharavi Project went live on Thursday, and it will cover all elements in the making of a music star, including scouting talent, styling, mentoring, providing studio time, producing videos, optimising their online video presence across digital video platforms and eventually rewarding the most promising talent with a 360 degree label deal.
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