In a novel move to connect with Gen Z and millennials audiences, Sony Music India has partnered with Wattpad to promote the new single, Baatein Karo, by Indian Singer and Songwriter Vayu Srivastav. The artist is also known for songs from popular Bollywood films Tanu weds Manu Returns and Shubh Mangal Zyada Saavdhan.
The alliance involved the first-ever lyric-writing contest on Wattpad, where users were invited to re-imagine the lyrics to 'Baatein Karo' and write their own version of the song. Working together, Sony Music India and Wattpad created a cross-platform hit and several users from different parts of the world put their own spin on 'Baatein Karo.
The team received over 350 song entries on Wattpad and the top voted lyrics were recorded into a new fan-made song by Vayu, which is now shared to engage his fans on Instagram.
Talking about the same, Devashish Sharma, India Country Head, Wattpad said, “Wattpad offers something truly unique for brands: a massive global community that spends billions of minutes each month deeply engaged in reading, writing, and sharing world-changing stories. Our work with Sony Music India and Vayu Srivastav has tapped into the best of Wattpad by enabling fans to use their creativity to re-imagine “Baatein Karo.” This project didn’t just tap into fan excitement, we made fans genuine collaborators who inserted their voice into this hit song. That’s the power of storytelling and Wattpad.”
Wattpad has become a platform for diverse Gen Z creators to share their voice. Each month, more than 4 million writers of all ages share stories on Wattpad, inspiring and engaging with Wattpad’s global community of more than 80 million people.
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