On the heels of the release of her latest single ‘Aise Na They’, artiste and producer Sona Mohapatra made her debut appearance on the Times Square Billboard in New York. As part of this feat, she has been handpicked for the Spotify EQUAL campaign and will lead the Indian leg of the global campaign for the entire month of July.
Her single will feature all this month on the EQUAL playlist as she joins other global artistes such as are Meryl (France), Bowklylion (Thailand), Nadin Amizah (Indonesia) and Anikv (Russia) from the roster of Paris-based leading independent digital music distribution and artiste services company, Believe.
The track ‘Aise Na They’ has been composed by Ram Sampath with lyrics by Amitabh Bhattacharya, and distributed by Paris-based music distribution and marketing service Believe. The song’s narrative revolves around a relationship which has lost its fizz, but a sense of optimism is infused in the track through the lovely sound of the hills with pop rock blended with ethereal flutes and tingling mandolins.
Sona said, “To be woken up in the middle of the night to see photographs of my face on a billboard covering a skyscraper in one of my favorite cities, New York, was a surreal feeling. To be one of the first independent musicians to be given this place is a pop culture milestone because it paves the way for artistic expression of various hues and colors free from cookie-cutter formulas in musical mainstream success.
“We are slowly coming out of a very tough time together as a society but this phase in India has been the very best for independent music releases without the big banyan tree of Bollywood taking away all the media and audience attention with its big promotional budgets! This billboard is a validation of that constant hustle of never giving up on the power of music and self-belief. My allies have stood by me through thick and thin, and I am grateful for their belief.”