Indian musicians reinterpret global artists in Paytm Insider’s ‘Jim Beam Originals’

MUMBAI: Paytm Insider’s penchant for creative innovation with Jim Beam’s enthusiasm stirred into the mix has resulted in the creation of the novel musical property Jim Beam Originals. In this series of 10 virtual music experiences, famous Indian musicians will reinterpret legendary international artists in their own inimitable styles. Giving a new spin to the works of major global icons are Colonial Cousins, Shalmali, Benny Dayal, Shaan, Purbayan Chatterjee, Karsh Kale, Raghu Dixit, Usha Uthup, Thaikuddam Bridge, and Shor Police.

Curated and promoted by Turnkey Music Publishing and Music Plus, the first season of the show will go live on 7 November 2020. These sixty-minute sessions will reveal new dimensions not only to the Indian musicians but to the immensely popular and widely played works of these international artists, thereby creating unique, yet familiar sounds.

Kickstarting this incredible roster of cultural confluence are the fusion Indipop group Colonial Cousins, who will employ their signature style to recreate an abridged The Eagles’ discography.

They will be followed by the inimitable Shalmali on November 21, who will be presenting a thrilling rendition of Michael Jackson’s hits. An award-winning, multi-lingual playback singer, Shalmali will give her own hue to the King of Pop’s massive body of work.

Varun Khare, business head live entertainment (IPs & partnerships) at Paytm Insider, said that through Jim Beam Originals, the company is attempting to create a platform where the best names in Indian music will bring their own distinctive perspective to popular hits.

Turnkey Music Publishing founder Atul Churamani added that the initiative could have some great positives for the music business. “First, it’s a big promotion for international music which one would love to see more of. Second and very importantly, it could set a business model rolling for online gigs. I am very excited about the music we are going to hear, given the calibre of artists we are working with and paying tributes to.”