Indian Rap star Badshah has been unveiled as one of the three artists from around the world to collaborate with the global music superstars Major Lazer, as part of a new campaign - ‘Tuborg OPEN’, a global collaborative music platform, which will see the star producers travel on a journey of musical and cultural discovery.
Tuborg OPEN, will encourage music fans to explore and discover new global sounds – just as the Major Lazer trio, Diplo, Jillionaire and Walshy Fire, will be doing with an original three-track series that will be revealed across June and July, in a phased manner. Major Lazer, who have massive hits in collaboration with MØ (Lean On), Justin Bieber (Cold Water) and many more, have created a brand new Tuborg Beat as the basis for each collaboration, which will celebrate diverse music styles around the world. Badshah, one of India’s most popular rappers, is the second of the three collaborating artists to be associated with Tuborg Open, who also unveiled the Russian rap and hip-hop artist, Scriptonite, as the first collaborating artist back in April 17. The third collaborating artist is Chinese pop megastar, Chris Lee (Li Yuchun).
Each collaborating artist, including Badshah will bring their own sound, lyrics and signature style to the Tuborg Beat inspired by their own authentic music journey and culture, and fans around the world can get a glimpse into the creative process behind the track by watching the behind the scenes teaser, released on 12th June.
‘Party Anthem’ maker, Badshah is the only Indian Artist with over 10 songs having over 100 million views on YouTube.
Commenting on the collaboration, Badshah says, “I’ve had the pleasure of working closely with Carlsberg India for the last 3 years on their Tuborg Zero campaigns. It was the next progressive step to collaborate on a Global Beat that crosses boundaries and reaches the world. I am extremely excited to be working with Major Lazer on the Tuborg Open Project, which is an amazing platform for global and cultural amalgamation of music. I have been a huge fan of Major Lazer for a long time and they have done a phenomenal job in redefining Dance Music across the globe. This project has given us an opportunity to bring our common forte of making people dance, and bring them together with the Tuborg Beat and I am expecting the result to be fun and exciting!”
Mahesh Kanchan, Marketing Director at Carlsberg India says, “The brand has always had a very strong and long-standing association with music and popular culture throughout the world. The ‘Tuborg OPEN’ campaign is a step further, to strengthen our commitment towards music and encourage greater global cultural collaboration. We are very excited to collaborate with Badshah as the representing artist from India. He has been a musical inspiration for fans across cultures with his unique style and we are confident that the music track created using the ‘Tuborg Beat’ as part of this collaboration will be exceptional.”
‘Crafting one single beat to work three ways with distinct sounds was a great creative process for us,’ says DJ and Producer Walshy Fire. ‘This project allows us to broaden our spectrum with places and people that we usually don't get a chance to work with, as well as have those people come into our world and working with us in our environment.’
‘Going into these markets is a whole brand-new experience for us,’ added DJ and Producer Jillionaire. ‘So, it's just really about trying to learn something from them, about what they're doing and to see how we can incorporate that into the music that we're making with them, joining forces to do something that's much bigger. It's really cultural immersion in its purest form.’
DJ and Producer, Diplo explains the vision for the Tuborg Open project, “It's going to be the same back beat for all of the artists to work on, which is very exciting. Our collaborators are gonna add production, or maybe take it away, but we all agreed the beat we made had to be open to interpretation. And it’s very open-ended, but it sounds like a Major Lazer song. We're just excited to see what people are gonna do with it.”
Find the new beat at www.tuborgopen.com and stay tuned for updates on the final track created by Major Lazer and Badshah which will come your way soon.