Taking it a notch higher

Debarati Palit Singh
Sunday, 1 October 2017

Multi-talented musician Somesh Mathur, who launched his music startup Sweet Beats Productions a few months back, has now launched its counterpart in the USA

Musician Somesh Mathur talks about his plans with the American counterpart of his startup Sweet Beats and how he has been signed by Universal Music Group

Multi-talented musician Somesh Mathur, who launched his music startup Sweet Beats Productions a few months back, has now launched its counterpart in the USA.

The composer-singer-songwriter-music producer says that they are looking at creating different styles of music. “We are creating a mainstream American pop album, new-age music album and an electronic dance music (EDM) album. The intention is to work with both Indian and American artists. Right now, we are in talks with a few artists and their management teams,” says Mathur.

The company is collaborating with some well-known names from the music industry. “For the pop album, we are collaborating with celebrated music producers MVP Loops, who also work with Dr. Dre. We will also incorporate elements of Indian classical music into it. This is how we can blend Indian music into mainstream American music. For the world/ new-age music, Scott Kinsey, who has given music for films like Ocean’s Eleven and others, will produce it. The EDM album will be produced at EastWest Studios and mixed by sound engineer music and producer Mark ‘Spike’ Stent, who has worked with popular names like Katy Perry, Rihanna, Steve Smith and others.”

Mathur says that along with creating the audio content, the team is also working on the video content. “We are also on the verge of signing a contract with concert promoters so that our artists can go on tours to promote their albums,” he adds.  

The startup, in India, says Mathur, has been launched with the intention of promoting Indian classical and folk music and artists. “We wanted to establish Indian music and artists globally, which isn’t happening currently. We want professional financial, technical and creative people to take our initiative forward,” says the musician, who over the years has collaborated with names like Pt Shiv Kumar Sharma, Pt Hari Prasad Chaurasia, Pt Ajay Chakraborty, Ustaad Mehdi Hassan, the late Jagjit Singh and others.    

They are also on the verge of launching their app, which is on trial currently. “The app is part of the marketing tool which follows the actual concept of Sweet Beats that of establishing Indian music,” says Mathur, who over the years has worked on different music styles including classical, devotional, sufi, ghazal, world music, blues and rock.  
Not just his startup but Mathur too is on a roll. He has signed a contract with Universal Music Group as a music producer.

“I had produced the Indian acoustic version of an American song called Issues, which is sung by Julia Michaels. The number is currently trending on the American charts,” he says.

Mathur has composed a bank of over 200 songs in different genres revolving around various themes like girl child and women empowerment, caste system, farmers’ emancipation, etc. He says that they are recruiting budding musicians and singers whom they can groom according to their vision. “We want to launch them and hopefully make them into a brand in the future,” he says before signing off.  






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