MUMBAI: Modern-day singer-songwriter and troubadour Ankur Tewari releases his brand new single ‘Shehzaada Shehzaadi’ on November 19 on AI-based label Snafu Records, which recently raised $ 6 million in funding in September and counts ABBA’s Agnetha Fältskog and American songwriter and Grammy nominee Savan Harish Kotecha among investors.

Ankur brings his skill with words and melody to ‘Shehzaada Shehzaadi’, a love song set in a fantasy world that operates in the motto of love. This minimalist song is conceived as a small blues band that one might find playing in a New York whiskey bar. The harmonica and brushes on the drums bring an old school touch to the song, making it easy and addicting to listen to.

“I wrote ‘Shehzaada Shehzaadi’ as we came out of the gloom of the past two years,” says Ankur, who hosted MTV Sound Trippin ‘season three last year and was also the Netflix show supervisor, A suitable boy. “The idea was to feel like the whole world was taking a group hug. The song describes living in the moment, living to the fullest, being the prince and princess of the moment,” he adds.

Ankur is one of the handful of Indian artists who have released so far on Snafu who has signed 45 artists on his platform so far, including several Grammy Hit-Boy winners and Grammy nominees NEVADA and Kosine.

Launched in 2018, Snafu – which has offices in Los Angeles, Stockholm and now Mumbai – describes itself as a hybrid technology and music company, with the heart of a label and the spirit of a start-up.

Snafu’s proprietary algorithms analyze millions of data points from over 150,000 songs per week, identifying artists whose music is undervalued and in need of amplification and rating them based on audience engagement, audience sentiment. listeners and the music itself. And this technology indicated Ankur in the Indian market.

“Ever since we decided to settle in India, Ankur is the independent actor we have always wanted to work with,” says Jay Punjabi, India director, Snafu. “He is not only an extremely professional and talented artist, but a very humble and fun person to work with. Our AI also suggested his name and since then we knew we wanted him for our first outings for Snafu India, ”he adds.

Shedding light on the label’s plans for the country, Jay says, “This is just the start for Snafu in India. The Indian market is thriving for independent artists and with AI at our disposal, we will be exporting talent to the world as if there is no tomorrow. We have already recruited a bunch of exciting talent over the past six months and we still have a long way to go. “

For someone who has been a freelance artist since 1998 and has seen waves of disruptive technology in the music industry, learning about AI is an exciting opportunity for Ankur.

“Working with SNAFU as a label has been a very exciting process because I’m more of an ‘organic’ guy who doesn’t look at numbers a lot, but their approach has been different and unique to me,” he says. “Snafu offers an interesting mix of analytics and organic growth, which is refreshing. Often people take numbers too seriously and ignore emotions. But at Snafu, they recognize the importance of both, and I’m really excited to see the impact of this strategy for “Shehzaada Shehzaadi”.


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