Sony Music teams up with Tik Tok
Sony Music teams up with Tik Tok to create India’s first musical sticker. Launching their smash hit single ‘Haaye Oye’ by QARAN Feat. the gorgeous Elli AvrRam and dance icon Shantanu Maheshwari.
Above all, Global music giant, Sony Music has teamed up with TikTok. The world’s leading short video platform for their hit single ‘Haaye Oye’. Sung by Ash King and composed by QARAN (of the Tareefan fame).
The song video features the vivacious Elli AvrRam and dance icon Shantanu Maheshwari. The video has become a favourite amongst the Gen Z and is almost certainly already known as the Love song of the year! It seems like we cannot do without it. The song is probably going to end up on repeat, certainly so with our playlist!
Rohan Jha, Head, Sony Music Pop,
“With Tik Tok, We decided to have a deeper integration. For the song, Tik tok has created a first of its kind musical sticker. Which has been weaved into the video narrative. The response to the video and the deep audience involvement with Tik Tok resulted in some incredible numbers and quality of participation. The association is one of its kind. Exemplifies what an engaging content and an involved platform can do together. ”
Furthermore, Sumedhas Rajgopal, Entertainment Strategy and Partnerships Lead (India) at TikTok,
”As a platform that celebrates creativity. We are thrilled to partner with Sony Music to launch their latest single, ‘Haaye Oye’. With its easy-to-use tools, interactive features and intelligent discovery system. As a result, TikTok is fast becoming a launchpad for artists to promote their latest hits. We look forward to engaging more Indian music fans through exclusive content that encourages them to bring their imagination to life.”
Furthermore, it is directed by the talented Vishal Handa. The song video celebrates young-love with an urban but chic Bollywood routine. With a very unique hook-step that is sure to have a massive up-take by viewers.
Choreographed by industry leader Ashley Lobo and Danceworx. The hook step has certainly become a fad with the dancer community! I am truly in love with the song, wishing I had those moves instead of two left feet! The beat is so good and rhythmic!