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MTV Ray-Ban ‘Never Hide Sounds’ celebrates new musical talent

Multi-city talent hunt ends with an extravagant gig on Saturday night at Hard Rock Cafe, Mumbai, bringing Benny Dayal, Shilpa Rao, Harshdeep Kaur, Raghu Dixit and Uday Benegal under one roof

BestMediaInfo Bureau | Mumbai | December 2, 2013

Aditya Swamy, EVP & Business Head, MTV India and Raghu Dixit were at MTV Rayban Never Hide Sounds gig - HRC Andheri

MTV India and Ray-Ban came together for a nationwide contest – MTV Ray-Ban Never Hide Sounds – to give upcoming bands a platform that allows for true expression of self in music. With a hunt across Mumbai, Delhi, Bengaluru and Kolkata for the 5 best bands across genres like rock, sufi, folk and pop, this initiative gave the winners a chance to be mentored by renowned musicians like Raghu Dixit, Benny Dayal, Uday Benegal, Harshdeep Kaur and Shilpa Rao. The learning was also translated on stage as each band performed with one of the artists across cities.

Indian bands and their raw sounds have made waves across numerous music festivals that take place around the year and MTV India is always on the lookout for new and upcoming talent through these events. The association with Rayban’s ‘Never Hide Sounds’ campaign is testimony to the channel’s commitment in supporting all things creative.all things youth and especially all things music.

The auditions in each city proved to be an enlightening experience in terms of the abundance of talent. The five shortlisted bands – Parvaaz, Rang, Frisky Pints, Life and Nasya – jammed with one maestro from their specific genre and then went on to collaborate on some of the most iconic tracks by the mentors. They also worked on some great original compositions by the new bands. The mentors and the bands then performed all these tracks at the one-of-its-kind gig across five different cities. Music lovers in each city came out in huge numbers to support the initiative and to watch their favourite music icons perform with fresh new talent.

Aditya Swamy, EVP and Business Head, MTV India, said, “Every young musician needs a mentor to go to the next level and this initiative does just that. Bringing together talent from two different generations has been an incredible experience and I look forward to this becoming a calendar event on the Indian music scene. It's been an absolute pleasure working hand in hand with Ray Ban in building new talent and giving them a platform to take their music to the people. ”

Shirley Gong, Ray-Ban Business Manager, Emerging Markets, said, "Ray-Ban Never Hide Sounds is an initiative to put forth upcoming talent. This year we were set out to search the most unique and talented voices across various genres of Music.  I am delighted to see that this approach has brought a brand new dimension to the latest edition and we have successfully completed this musical journey."

Hard Rock Café Andheri in Mumbai set the musical mood on Saturday, November 30, 2013. The evening saw the ensemble of the five maestros and their five chosen bands hit the right musical notes and give the music lovers a memorable performance. The wonderful celebration saw the experienced paving way for the new and upcoming talent into this musical world.

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