Tomorrow, 26th April, is World IP Day and Flipkart’s digital music store, Flyte, has collaborated with popular artists like Sonu Nigam, Mohit Chauhan, Shaan, Shankar Mahadevan, Kailash Kher and Sunidhi Chauhan to launch a first-of-its-kind musical anthem, on this occasion.
The anthem, which is titled ‘Salaami Ho Jaye’, has been created with an aim to counter music piracy by focusing on celebrating Indian music artist’s creativity. The lyrics focus on educating fans in India to support and respect the intellectual property (IP) rights of their favorite artists by opting for legal avenues to buy music online. Flipkart launched Flyte about two months back and in this period it has received phenomenal response with over 100,000 downloads in the first month itself.
Speaking about the collaboration, Sameer Nigam, VP-Digital, Flipkart said, “As per the recent FICCI reports, the illegal music industry in the country is ten times the size of the legal music industry. One of the critical steps towards reducing piracy is to make consistent access to legal digital content available. That is what we hope to achieve with Flyte.”
Commenting on how this idea came up, Ashish Joshi, Head of Digital & Business Development, Universal Music India said, “When Flipkart came up with the idea of launching their digital store, Flyte, it was a natural association with the brand to come up with a song that inspires music lovers to acquire music through legal routes. Globally, this is the first time that the biggest artists of an industry have come together with an anthem of this nature to inspire music fans to go legal.”
The anthem will be released on Universal Music, one of India’s leading record labels and will be available as a free download here.