Paris-based Believe Entertainment is partnering with non profit organization Anahad Foundation to launch ‘Lets Folk Together’, an artist relief fundraiser for 5,000 folk artists and their families in India.
The digital music series will launch on Friday, April 24 at 9 pm daily until the end of the lockdown in India on Sunday, May 3 2020.
The country’s Coronavirus lockdown “has had a devastating impact” on the folk music community in India according to the press release announcing the initiative.
Adds the release: “Today, the folk music community in India find themselves in an extremely tragic circumstance as they remain in lockdown in remote villages, cut-off from metros and essential supplies and while India fights to curb the spread of the virus, the future of the folk music community, which relies completely on their craft as musicians focused mainly on shows and events, is at risk.”
The at-home concert series will see performances from 20 Indian stars like Shankar Mahadevan, Amit Trivedi, Vishal Dadlani, Salim Sulaiman, Raghu Dixit, Harbajann Mann, Papon, Mame Khan.
Artists will play some of their favourite folk songs with each artist doing a 15-minute set.
“It is a critical time for all of us to play a part in helping sustain the livelihoods of these folk artists and thereby help conserve our cultural heritage.”
Warren de Sylva, Believe Entertainment
Warren de Sylva, Chief Creative Officer at Believe Entertainment, said: “Believe’s global vision is to best serve artists with care, transparency, innovation and partnership and it is a critical time for all of us to play a part in helping sustain the livelihoods of these folk artists and thereby help conserve our cultural heritage.”
“Through this initiative, we are trying to provide financial and ration aid to around 5,000 vulnerable folk artists across the country.”
Abhinav Agrawal, Anahad Foundation
Abhinav Agrawal, Founder and Director, Anahad Foundation, added: “Through this initiative, we are trying to provide financial and ration aid to around 5,000 vulnerable folk artists across the country.
“These artists are in dire need of help as all the shows for the next 6-7 months have been cancelled and they have no other means to support themselves and their families, they are not even considered as a daily wage worker. 100% of the donations raised through this initiative shall go to the artists.”
“While we hope to raise adequate funds through the campaign, we also hope to instill fresh appreciation for folk music among listeners.”
Subramanian Iyer, Believe Entertainment
Subramanian Iyer, Chief Executive Officer, Believe Entertainment, said: “Social media is all abuzz with live streaming concerts across the world and while we continue to stay indoors, these concerts are a welcome source of entertainment and comfort.
“With Let’s Folk Together, we’re extremely grateful to music artists who have come forward to help us spread the message.
“While we hope to raise adequate funds through the campaign, we also hope to instill fresh appreciation for folk music among listeners.”Music Business Worldwide