25th July 2023, Mumbai: Maruti Suzuki's NEXA Music commemorates its eighth year anniversary with the release of the season finale of its original English music IP, "When You Criticise." AR Rahman's composition.
Swati Bhat
Click on the image to Watch and Listen to the SONG
NEXA Music is a first-of-its-kind platform that recognises and promotes the best rising original independent musicians from across the country. The second season featured indie musicians from across the country, with over 3000 entries, in collaboration with established artists such as Clinton Cerejo, Mikey McCleary, Monica Dogra, and Uday Benegal.
In the true spirit of the property, 'When You Criticise' encapsulates the timeless essence of music, with A.R. Ameen's debut English original, fostered by the composition of the maestro A.R. Rahman, aiming to raise the bar set by the previous season and provide a revolutionary message to fill the void of criticism. Subha, an internet celebrity, collaborates with an extraordinary duo to bridge the gap between sensational music and impactful lyricism.
The foot-tapping melody of "When You Criticise," along with A.R. Ameen's soulful voice and Subha's lyrical ability, promises to fascinate and enthrall audiences. The video's intriguing narrative complements the song's passionate storytelling, creating the ideal audio-visual combination.
Qyuki Digital Media, a pioneering new media company, is driving the conception and execution of "When You Criticise." Qyuki's commitment to encouraging creativity and their contributions to the music business has been instrumental in making this endeavor a reality. Qyuki took charge of the campaign with a 360-degree approach involving content marketing, radio, outdoor advertising, and multiple social media channels to amplify the marketing campaign for the song, creating buzz and excitement among music fanatics.
A.R. Rahman's communiqué, “NEXA Music is a blessing for indie artists. I’m all energized to do a song along with a new breed of over 24 singers. The song “When You Criticise” came alive with Shuba’s lyrics — she is a brilliant, multi-faceted singer-songwriter who understands today’s vibe from a global perspective — especially complementing young Ameen’s state of mind and musicality. I’m glad the song is being received well! NEXA Music is truly encouraging us to come up with more exciting and colorful music.”
Juhi Mehta, COO of Qyuki Digital's communiqué, "As the COO of Qyuki, I am thrilled to present 'When You Criticise’, the sensational season finale for NEXA Music S2, by none other than the maestro A.R. Rahman. This masterpiece showcases the true essence of indie music and is a testament to the power of creativity and innovation. Rahman's unparalleled talent, combined with NEXA Music's commitment to supporting emerging artists, has brought us a song that will undoubtedly resonate with music lovers around the world. 'When You Criticise’ is a triumph and a fitting culmination of a groundbreaking season for NEXA Music.