National, 19th September 2024: Juju Baby Music – operating under the banner of Artium Originals – is excited to announce the release of its newest EP, ‘Folk Outta The Box’, an innovative project that breathes new life into the timeless genre of folk music. This groundbreaking collection features fresh reinterpretations of traditional melodies, aiming to captivate both seasoned folk enthusiasts and a younger audience that craves fusion and contemporary sounds.
In a series of weekly releases starting from 11th September, Juju Baby Music will drop one track every Wednesday, giving listeners a steady dose of fresh folk vibes and anticipation for what’s next. Each song in the EP is designed to connect deeply with its audience, blending the familiar warmth of heritage with contemporary flair.
At its core, ‘Folk Outta The Box’ aims to bridge heritage and modernity by reimagining folk tunes for both traditional festivals and contemporary spaces like clubs and live venues. This EP envisions a future where timeless melodies align with today’s tastes, reaching a diverse audience. Juju Baby Music has also harnessed the power of AI technology to create unique visuals for each track, showcasing the potential of tech in music.
The EP includes five dynamic tracks with a rich mix of regional flavours, brought to life by some of the most talented young folk artists from across India. ‘Banna Re’, sung by Pinky Maidasani, captures the vibrant essence of Rajasthan with a fresh, contemporary twist; ‘Mitti Da Bawa’, performed by Swarjit Singh, embodies the lively spirit of Punjab, blending traditional folk with a modern flair; ‘Rongobati’, delivered by Jyoti Prakash, blends traditional Oriya elements with innovative sounds, celebrating the cultural depth of Odisha; ‘Shundori Komola’, brought to life by Sagnika Saha, offers a contemporary take on Bengali folk, highlighting the artistic richness of Bengal; and ‘Vadalri’, performed by Aneri, combines traditional Gujarati melodies with modern rhythms, creating a fresh and engaging sound.
Gourov Dasgupta, renowned Music Composer/Producer and Director of Juju Baby Music, said, “With ‘Folk Outta The Box,’ we wanted to reimagine the essence of folk music while preserving its soul. Our goal was to create something that resonates with today’s listeners while celebrating the rich heritage of our traditional sounds. This EP is about embracing our roots and presenting them in a way that feels fresh and relevant for a new generation.”
Vivek Raicha, Co-Founder and CEO of Artium Originals, added, “At Juju Baby Music, we believe that music is a powerful storyteller, and with ‘Folk Outta The Box’, we’re not just sharing songs, we’re sharing heritage in a way that speaks to the present. This project is a celebration of India’s rich folk traditions, reimagined for today’s world. By blending age-old melodies with modern rhythms, we’re creating an experience that honours the past while embracing the future. We hope this EP resonates with listeners of all ages, sparking a new appreciation for the timeless beauty of folk music.”
Two tracks from the album have been released and received immense love from listeners. To keep the buzz alive and continue entertaining, new tracks will drop every Wednesday. Stay tuned to experience the evolving world of folk music like never before!
About Juju Baby Music: Juju Baby Music stands at the forefront of music innovation, positioned at the intersection of music intellectual property (IP), emerging artists, and artificial intelligence (AI). It’s a music creator platform where creativity thrives, empowering artists to explore new frontiers in music production, collaboration, and distribution using real music and unreal AI.
Conceived by founders of Artium Academy, India’s leading music learning platform, Vivek Raicha and Ashish Joshi and renowned music composer/producer Gourov Dasgupta, Juju Baby Music serves as a vibrant platform for emerging talent to shine alongside established icons, shaping the next generation of music stars in India and beyond. Its innovative approach intertwines real music with ‘unreal’ AI music videos, delivering an immersive auditory and visual experience like never before.
Operating under the banner of Artium Originals*, a fully-owned extension of Artium Academy**, Juju Baby Music upholds the Academy’s standard in music education and furthers its mission to identify and nurture in-house talent, offering a unique platform from school to stage for independent creators in music creation, rights management, digital monetization and branding partnerships.
*About Artium Originals: is a forward-thinking music holding company, empowering the future of music through strategic financing, visionary artist partnerships, and cutting-edge music distribution technologies. The company aims to nurture creativity and innovation within the music industry, supporting diverse content companies and signing exceptional artists who redefine musical boundaries. Leveraging its expertise and resources in music education, the Company is shaping a talent ecosystem where artistic excellence thrives, bridging the gap between talent and global audiences encompassing music creation, rights management, digital monetization, and branding partnerships.
**About Artium Academy: Artium Academy is India’s premier music learning and community platform, dedicated to fostering musical talent globally. The platform offers personalized 1:1 live music class in both online and offline environments alongside interactive masterclasses facilitated by some of India’s most celebrated music icons. It’s performance-based courses are meticulously crafted and
certified by industry legends including Sonu Nigam, K S Chithra, Shubha Mudgal, Aruna Sairam, Louis Banks, and more. Powered by proprietary technology, the learning platform features AI-enabled practice studios and a robust performance platform that enhances learning outcomes and student engagement. With a network of hundreds of certified instructors and a thriving community of paid learners spanning across continents, Artium Academy leads the charge in transforming music education into a dynamic and accessible experience for all.
