The ever-growing independent music scene — which engaged millions of Indian listeners with catchy hits in the 90s — is finally getting some long-overdue support from a loyal fan base and audio platforms. Recently, Amazon India announced the launch of Alexa Originals, an exclusive selection of new songs by four independent artists from India. 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.
Listeners can say, "Alexa, start Originals" or request a specific song by the artist, saying, "Alexa, start Bikhre from Originals". One can listen to all songs for free on the Amazon shopping app (Android only), Echo Smart speakers, Alexa app for smartphones, and many Alexa built-in devices by other brands such as HP laptops.
“Each Alexa Original song has been created on the theme of relationships and includes music ranging from soul 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”, says 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.”
Talking about her song, singer-songwriter Lisa Mishra says, "’Besabar is an upbeat dance-pop song that I had so much fun making. I hope people enjoy listening to it as much as I enjoyed making it. I am stoked to be the first few to collaborate with the Alexa team and super excited to see Alexa as the new millennial music destination."
For the last four years, Indian customers have been using Alexa on the Echo range of devices, Fire TV, Amazon shopping app for Android, and Alexa built-in devices by other brands. Listening to music is one of the most popular features, where customers request Alexa to play over 21.6 Lakh songs every day. With Alexa Originals, customers will find new reasons to enjoy music from these talented independent artists on Alexa. In the last three years, preference for music created by independent artists has increased significantly. On Amazon Prime Music, the plays for a song by independent music artists have increased by 37% in the same time frame.
Gulraj Singh, a film music director and singer known for his soothing melodies, says, "I'm so happy to have Saathi released as one of the first songs for Alexa Originals. The song celebrates the true spirit of companionship and friendship, and I had a great time working on it with my lyricist friend Manoj Yadav. I'm always excited to create original music and have experimented with some exciting soundscapes and interesting musical arrangements for my instrumental track. I can't thank Amazon enough for this wonderful opportunity." 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.
Expressing her happiness over Alexa Originals, songwriter and Bollywood playback singer Vibha Saraf says, "I am excited to feature my music on Alexa, where people are going to access my song by simply calling out its title. How much simpler could it get!"
Diesby, an R&B artist who can sing in three languages, is also excited about his upcoming number on Alexa Originals. “Downtown is a love letter. The spark of first love and the beats will keep you grooving. It is the perfect song to dedicate to your beloved. I have created the song with a blend of modern Afro, R&B, and a touch of urban Punjabi. Playing around with different flavours makes the music more interesting and that's what I enjoy with my fellow producer Chapter6.”
Amazon Prime members in India can Discover Joy with the year’s best deals on Alexa-powered Amazon Echo devices during Amazon Prime Day 2022, which kicks off at midnight on July 23 and runs through July 24. The latest Echo smart speakers and smart displays will be on sale with up to 55% off. Also look out for great deals on Alexa built-in smartphones, smartwatches, TVs, speakers, and more.