A fundraiser like no other saw some of India’s biggest artists, celebrities and YouTube creators come together on April 30. The intention? To entertain the nation while raising funds for the fight against COVID-19.
Called ‘One Nation At Home’, the day-long live stream saw one of the biggest representations come from Sony Music Entertainment India with a cumulative watch-time slot of 60 minutes. Starting at 1 pm, the live stream saw over 75 artists and YouTube creators come together for the initiative.
Artists across the SME roster across repertoires made an impassioned pitch for social distancing and to raise money for the PM Cares fund. The online event was headlined by Sony Music India artists like Badshah, Anirudh, Aastha Gill, Akasa, Sachin-Jigar, Vivek Mervin, Leon James and Dharan Kumar with Sukh-E and Payal Dev offering support.
Speaking about the association, India’s very own global superstar Badshah said, “I am honoured to be a part of this brave initiative by YouTube to get us all together to contribute towards the PM Cares Fund. These are difficult times, but I hope we come out stronger and more empowered from this situation. Till then, it is important for us to understand our responsibility and practise social distancing and do our bit to help the world.
The powerhouse composer duo Sachin-Jigar had this to say, “It is an honour to be a part of something that is happening on such a huge scale. We will cherish this forever. Opportunities like these are very rare where we can be a part of such an initiative. Also, the amplification of our voices and our music is something we believe has come from our label Sony Music’s strategic partnership with Youtube. We are happy to do our bit for our nation.”
Pop princess Akasa noted, “With the lockdown changing the way we work and interact with each other and more importantly, bring our music to you, this initiative, by far, was one that was for the books. I am thankful for the opportunity, to my label Sony Music India for backing me and supporting me through it all and for being able to do what I love most. I was ecstatic to reach such a wide audience and help raise funds for this noble cause.”
In fact, the sets of the SME acts were given primetime billing and were scheduled to perform between 5-10.30 pm. The streamathon hit 18million+ cumulative views and peaked with 45,000+ concurrent viewers.