Priyanka Chopra to star in indie music video | music | Hindustan Times
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Priyanka Chopra to star in indie music video

The Change Your World music contest will give the winning band a chance to go for a three-city tour, and will produce a music video. Priyanka Chopra will be part of video of the indie rock band that wins nationwide competition.

music Updated: May 22, 2010 14:31 IST
Nikhil Taneja
Nikhil Taneja
Hindustan Times

Upcoming independent music bands have something to rejoice about, as a new music contest has an exciting prize in place for the winners. The Change Your World music contest, held by brand Levis, will give the winning band a chance to go for a three-city tour, and will produce a music video that will star actress Priyanka Chopra.

Chopra seemed excited about the campaign and tweeted, “If you’ve got the talent, be a part of India’s largest online music talent hunt, The winner gets me... In their music video!”

All India talent hunt
Fifty-three independent bands have signed up for the campaign, including some well-known ones, like Scribe, Bhayanak Maut, Half Step Down, Boomerang, Tough On Tobacco, Workshop and The Mavyns. Over 100 songs have been uploaded by these bands, and the winner of the contest would be decided by the song chosen as the most popular one by the public.

Says Bobby Talwar, of Only Much Louder, that’s handling the campaign for the brand, “We suggested that instead of a record label deal, a music video and a multi-city tour would help a band more. We’ve got bands from across genres, since Levis made it clear that they don’t want only English or only Hindi bands.”

So, on the official website of the campaign, music of all genres be it rock, metal, electronic, folk, or alternative music, can be heard by registered users. Users can either download tracks or listen to them on the website, and for every song of a band that’s been heard by a user, the band will get a particular number of points. The band with the most number of points at the end of a designated period will be declared the winner.

Though, considering there are hard rock and metal bands in the mix, it is unclear how Chopra will fit into the scheme of things, apart from adding glamour to the video.

Priyanka misfit
Talwar differs, “Concerns that it would be an irrelevant association is valid, but only the concept behind the music video will determine the relevance of the association. At the end of the day, she’s a huge personality, and she will definitely add value to the band’s video.”

When we spoke to bands about this association, strangely, quite a few of them, like Scribe and Bhayanak Maut, weren’t even aware that their songs were a part of the contest. Vishwesh Krishnamoorthy, Scribe’s vocalist, wasn’t sure how Chopra’s association would help the band, but he laughed, “I know for sure that Akshay (the band’s guitarist) is a big fan of hers, and he even watched Pyaar Impossible for her, so he’ll definitely be happy if we win.”

Too many bands?
Sahil Makhija, whose comedy-metal band Workshop, is also featured on the website, found it “lame” that the actress had been pulled in for the video. He jokes, “We’ll probably dress her in skimpy clothes in our video… it will definitely help the band! I’m not sure what Priyanka will do in hardcore metal band, but since we are a humour band, we always have room for rubbish!”

Makhija does voice his concern over the fact that there are so many upcoming bands featured on the website. “When we signed up for it, we had no clue we would be in competition with these bands,” he says. “There are way too many bands, I don’t know how many people will even listen to all the music.”