Times Prime, Gaana and Smule Kick Off Live Digital Concerts ‘Times Mic Drop’

Industry Watch | July 6, 2021 | News

Times Prime Gaana Gaana Times Mic Drop Shankar-Ehsaan-Loy

Times Prime, which bills itself as India’s premium lifestyle membership brand, in association with music streaming app Gaana and social karaoke singing app Smule, kicked off ‘Times Mic Drop’, a series of live digital concerts featuring Indian musicians.

The series started on 3 July 2021 with the first concert featuring musical trio Shankar-Ehsaan-Loy. Times Prime members can also request for their favourite tracks, ask the performers questions, listen to them spilling their secrets and more.

Gautam Sinha, CEO, Times Internet, said, “We are delighted to bring a series of exciting musical performances for Times Prime members, starting with the iconic musical trio of Shankar-Ehsaan-Loy, who have given us some memorable music for more than two decades now. When we partnered with Gaana and Smule with the vision to bring more innovative and interactive digital experiences that recreate offline events, Shankar-Ehsaan-Loy were our first pick! There are many more in the line-up of exciting performances that will make our members connect with some of the most relatable and iconic music from their lives – be it ‘Kal Ho Na Ho’ or ‘Dil Chahta Hai’ but at a cutting-edge digital concert from the comfort and safety of their respective homes!”

On the partnership between Smule and Times Mic Drop, Antoaneta Hristova, Sr. Director Europe and Asia, Smule Inc., said, “Celebrating music together is at the core of Smule’s social karaoke experience. Every day, our global community of music lovers come together to sing and share music. It’s for this reason we’re delighted to partner with Times Mic Drop and Shankar for this special musical event, where Smule VIPs will enjoy exclusive access. Shankar is a beloved artist on Smule; our members love to sing along and record duets with him on his popular hit, ‘Noor-e-Khuda’. With this concert we’re proud to offer our community another unique opportunity and outlet to create and connect through music."

Singer-songwriter Shankar Mahadevan said, “Live-streamed concerts are the next big thing in the entertainment industry globally.”

“This is an incredible opportunity for us to perform, connect with and entertain audiences in a whole new way!” he added.

This series of digital concerts bring together members to bond with fellow fans on a live group chat during the event, with prizes to be won.

Broadcast to fans from the Times Prime and Gaana member base, first concert featured Shankar-Ehsaan-Loy on 3 July 2021.

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