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Amazon encourages independent music artists with the launch of Alexa Originals

This initiative gives budding artists an opportunity to reach all Alexa users in India, and also provides a new entertainment experience to customers

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Amazon has announced the launch of Alexa Originals, a selection of fresh songs by four independent artists from India.

This initiative not only gives budding artists an opportunity to reach all Alexa users in India, but also provides a new entertainment experience to customers. Users can now listen to ‘Besabar’ by Lisa Mishra, ‘Bikhre’ from Vibha Saraf, ’Saathi’ and an instrumental track from Gulraj Singh, and ‘Downtown’ by Diesby as part of Alexa Originals. All they have to say is, “Alexa, start originals” or request a specific song by saying, “Alexa, start Bikhre from Originals” and enjoy.

“Each Alexa Original song has been created on the theme of relationships and includes music ranging from soul music, to pop and R&B. With Alexa built-in devices usually enjoyed by the entire family, I’m sure this selection will interest family members with diverse tastes,” said Dilip RS, Country Manager for Alexa, Amazon India. “It has been a delight to collaborate with these indie artists to curate our first line-up of Alexa Originals and we are happy to bring this to customers with the support of HP.”

“Contemporary music is an integral part of our customers’ lives. It’s a source of inspiration, an outlet for expression and often a route to recharge themselves as they use their laptops. We are super stoked to partner with Amazon and have HP customers access Alexa Originals on HP Pavilion, the device of choice for Gen Z which comes with Alexa built-in,” said Prashant Jain, CMO, HP.

Hardik Pandya grooving to ‘Saathi’ from Alexa Originals: 

The Alexa Originals have been composed and sung by indie music artists such as Lisa Mishra, singer and songwriter especially known for her reprise versions of Bollywood songs, Gulraj Singh, film music director and singer known for creating soothing melodies, Vibha Saraf, talented songwriter and Bollywood playback singer, and Diesby, an R&B artist who is a versatile musician known to sing in 3 languages. The instrumental track by Gulraj Singh has a mix of ambient electronic sounds and authentic and ethnic instruments like Esraj, Bouzouki, Saz, Charango, and Mandolin.

This inaugural edition of Alexa Originals is co-powered by HP. 

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