Saregama partners with Amazon Prime Music to launch ‘Carvaan Lounge'

Leveraging the rich tapestry of Hindi-retro classics in their library, Saregama launched a new music property called ‘Carvaan Lounge’ on November 27, 2019.

Presented by Amazon Prime Music, the first season of Carvaan Lounge will be available first for Prime members to enjoy, ad-free, and to sing-along with lyrics on Prime Music. Carvaan Lounge in its first season will be showcasing seven evergreen Hindi classics, rearranged and rendered by contemporary musicians and singers.

Carvaan is also Saregama’s product innovation, which is a portable digital music player with in-built stereo speakers and comes with thousands of pre-loaded Hindi songs.

Carvaan Lounge will witness the musical talent of singers such as Neeti Mohan, Papon, Shaan, Nakash Aziz, Jonita Gandhi, Priyanka Negi, Benny Dayal, Ankit Tiwari, Ash king, Nikhita Gandhi, Palak Muchhal, Neha Bhasin and many more, paying tribute to some of the most iconic songs from the retro era.

The music has been reimagined by the Arko and Jam 8. What sets these songs apart is the inclusion of ‘Shayari’—simple Hindi poetry seamlessly interwoven that convey the pathos behind the songs. The ‘Shayari’ has been written by noted lyricist Rashmi Virag and members of Jam 8 and is rendered on screen by Anupriya Goenka and Himanshu Malhotra – both renowned faces in the film and television space.

Spread over seven episodes, the videos are shot in an intimate informal setting and will be released in intervals on Saregama’s official YouTube channel. The audio will be available first on Amazon Prime Music.

Sahas Malhotra, Director, Amazon Prime Music, said, “Carvaan Lounge is a fitting tribute to evergreen classics and we could not have found better partners than Saregama for this collaboration.  Retro is a widely popular genre among Prime Music listeners and we are happy to bring to the iconic, classic songs recreated by today’s top contemporary singers. Through this collaboration, we will continue to delight retro music fans with performances, available ad-free and exclusively, first on Prime Music.”

Vikram Mehra, Managing Director, Saregama said, “Carvaan Lounge is our attempt to bring back the magic of retro and make it more accessible to a younger audience. We are especially thrilled that Amazon Prime Music has recognised what we want to do and has come on board as an interested partner. We are sure that this latest introduction will resonate well with our consumers.”