Josh and Artium Academy unveil “Bharat Ka Sur”, India’s biggest UGC anthem on Independence Day

by Prashant Kapadia/NHN

• Representing the spirit of Bharat, the song was sung in 12 languages

• The campaign unites citizens, creators, artists, and musicians to echo the nation’s journey through shared musical expression.

Bengaluru, 11 August 2023: Josh, India’s fastest growing and most engaged short-video app, and Artium Academy, an online music education platform, have joined hands to launch “Bharat Ka Sur,” the country’s biggest ever UGC (User-generated content) anthem, in celebration of Independence Day.

The anthem was born out of the #BharatkaSur campaign, bringing together citizens, creators, artists, and musicians to echo the nation’s journey through shared musical expression. The campaign featured a 15-day hashtag challenge on Josh, garnering an impressive response, with over 18,000+ video creations contributed by passionate Josh Creators and users. From this vast collection, a few outstanding videos were selected and integrated into the anthem, representing the diverse talent and unity of Indian citizens. As a result, the anthem stands as a powerful symbol of our nation’s spirit and musical heritage, resonating with all who hear it.

The anthem, sung by Artium’s in-house talent pool of teachers, who themselves are music artists, features creators from Josh adding their unique voices to this exceptional anthem. Representing the spirit of Bharat, the 4 minutes 30 secs song was sung in 12 languages, including Bengali, Gujarati, Hindi, Kannada, Malayalam, Marathi, Dogri, Tamil, Telugu, Bhojpuri, Rajasthani, and Punjabi.

“Josh is proud to partner with Artium Academy to unveil “Bharat Ka Sur”, a unique anthem that showcases the talent and passion of our creators and musicians. This marks the first-ever creation of a large-scale UGC anthem created in India, and we are thrilled to see the response from our users and audiences. #BharatkaSur campaign is a testament to our commitment to empower our creator community and provide them with opportunities to collaborate, learn, and grow.” – Sunder Venketraman, Head of Creator and Content Ecosystem, Josh

“Artium Academy wants to unite its learners and music enthusiasts using technology and media partnerships. We’re excited to collaborate with Josh on “Bharat Ka Sur,” an Artium Originals track showcasing talent from various parts of India. Together, we empower creators and make this a people’s campaign. ” – Vivek Raicha, Co Founder – Artium Academy

LINK TO MUSIC VIDEO: https://youtu.be/MUWlGXgQjPA

In addition to the Josh app, the anthem will be available on Dailyhunt’s player and Artium Originals channel.

The campaign is supported by Delhi Police and Miraj Cinemas as the Exclusive Multiplex Partner. Other Freedom Partners are: MTV, RedFM, Inclusive Divyangjan Entrepreneur Association, Suramya Life Foundation, Dailyhunt and One India to name a few.

About Josh: Josh is a made-in-India, short-video app launched in August 2020 by VerSe Innovation. It represents a confluence of India’s top 1000+ best creators, 20000 strong managed community of creators, the 10 biggest music labels, 15+ million UGC creators, best-in-class content creation tools, the hottest entertainment formats, and formidable user demographics. Josh has been consistently rated as the leading Indian short-video app in India on the Play store with 100 million+ downloads. Josh is currently the fastest growing and most engaged short-video app in India with over 153 million MAUs (Monthly Active Users), 74 million DAUs (Daily Active Users), and 23 minutes average time spent.

About Artium Academy : Artium Academy is India’s leading music learning and community platform that offers courses designed & certified by India’s legendary musicians, delivered by handpicked teachers in LIVE 1:1 online classes. With LIVE and interactive Masterclasses by the maestros and a vast library of recorded content, Artium’s performance-based courses for both vocals and instruments are curated by legends Sonu Nigam, K S Chithra, Shubha Mudgal, Aruna Sairam, Louis Banks, Raju Singh, Gino Banks, Aneesh Pradhan and Ananth Vaidyanathan, who form Artium’s Academic Board. Lessons are delivered using Artium’s  proprietary tech that includes its own video conferencing facility, AI enabled practice studio embedded with learning tools and a performance platform that drives social and community engagement. The company already has amassed hundreds of certified teachers and thousands of paid learners from across the globe who can also release original music through Artium’s in-house talent platform Artium Originals, having released 15+ songs so far with millions of views on YouTube.