Hyundai Partners Universal Music for Talent Platform ‘Hyundai Spotlight’, Eyes Millennials

Industry Watch | December 6, 2021 | News

Hyundai Spotlight

Auto major Hyundai Motor India Limited (HMIL) has announced the launch of ‘Hyundai Spotlight’ in collaboration with music label Universal Music India (UMI).

Hyundai Spotlight is billed as a platform for budding artistes across India to showcase their talent.  It was born from the insight that younger generations want authenticity from the brands they associate with and through this music initiative, Hyundai aims to directly connect with millennials. According to the company, millennials have become the largest car-buying demographic in India.

Hyundai Spotlight reinforces the brand’s thought ‘Beyond Mobility’ that aims to shape the future of Hyundai Motor India, informed an official statement.

The platform was launched with a single ‘Dhoondein Sitaare’, a collaboration between singers Aastha Gill and singer-rapper King, on 3 December 2021.

It will feature six originals in its first year with surround content to represent different regions and languages. An official statement added that emerging talent will get access to top artistes, professional advice and quality video production and promotions leveraging UMI’s network.

Tarun Garg, Director (Sales, Marketing and Service), Hyundai said, “A one-of-a-kind enabler platform, Hyundai Spotlight intends to discover, incubate and promote emerging musical talent in India, reaffirming our brand thought ‘Beyond Mobility'. With our new collaboration with Universal Music India, we are confident that ‘Hyundai Spotlight’ will enable and motivate many young artists to come forward and showcase their talent.”

Devraj Sanyal, MD and CEO, Universal Music Group, India & South Asia said, “At Universal Music, it’s our continued endeavour to let talent blossom. No matter where you’re from or how established you are, this is quite often the basic requirement for any artist to get a deal. Being an artist first label, it's our duty to give everyone that privilege purely on meritocracy. We have created Spotlight in partnership with our friends at Hyundai India, who are known to innovate and go where few marketers dare to. So this is going to be a safe and pure place for singers, singer-songwriters, producers or composers to come and show us how good they are, and if they truly deserve to be discovered, we will in the most mainstream way possible.”

Singers Gill and King said, “We are really thrilled to be an integral part of the launch of Hyundai Spotlight as this is an amazing platform that will enable new and upcoming music talents. There is immense talent tucked away in our country and this property can act as a stepping stone for budding artists into the music industry. Dhoondein Sitaare is a fun song that talks about keeping our hearts young and always ready for adventures along with our loved ones. The entire process of making this song was super fun and I hope the audiences enjoy it too.”

Aims to connect with the segment that it says has become the largest car-buying demographic in India; initiative reinforces brand thought ‘Beyond Mobility’.

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