boAt has teamed up with Warner Music India to present ‘Maati,’ a musical project celebrating India’s rich folklore. The initiative features eight tracks in eight different languages and brings together a lineup of artists including Vishal Dadlani, Mohit Chauhan, Mikey McCleary, Sushant Divgikar (aka Rani KoHEnur), Madhubanti Bagchi, Ash King, Nikhita Gandhi among others. With this collaboration, boAt honours India’s cultural diversity and supports the growth of its vibrant music scene.
Released in October, the tracks of ‘Maati’ will roll out over the next two months on Warner Music India's YouTube and social media channels.
Aman Gupta, Co-Founder and CMO, boAt shares, “By powering Maati, boAt aims to elevate the voices of folk artists and bring them to the forefront of India’s music industry, providing them a platform to reach new audiences. This partnership also reflects boAt’s mission to merge technology with cultural narratives, creating immersive audio experiences that resonate with Indian and global listeners alike.”
‘Maati’ celebrates the diversity of Indian folk music featuring eight languages - Rajasthani, Telugu, Assamese, Punjabi, Tamil, Gujarati, Bengali and Garhwali Pahadi. It merges regional authenticity with a modern twist, bringing together artists like Vishal Dadlani, Mohit Chauhan, Ash King and Nikhita Gandhi alongside rising talents such as Sushant Divgikar (aka Rani KoHEnur) and Madhubanti Bagchi. Curated by composers Achint Thakkar and Parth Pandya, the tracks narrate a range of stories, from a lover’s reunion to satirical takes on marriage, capturing the essence of India’s folklore.
Jay Mehta, Managing Director of Warner Music India & SAARC, shared, “With Maati, our vision was to create a platform that elevates India's folk music and artists to the global stage, while celebrating the rich diversity of our folk traditions. Through this journey, we've uncovered extraordinary stories from across the country, and I am deeply passionate about sharing them with the world. This first official season marks just the beginning, as we aim to make Maati a recurring seasonal property, with plans to evolve it into a live festival next year.”
The first three tracks are now live. Maati aims to shatter stereotypes by blending folk music with contemporary artists, showcasing that music transcends boundaries, languages and regions. The project paves the way for future collaborations, with Warner Music India planning to evolve Maati into a live festival in 2025.
