boAt & Warner Music India unveil ‘Maati’

Celebrating the harmony of tradition and innovation, boAt, India’s leading audio and wearable brand, has partnered with Warner Music India to present ‘Maati,’ a project that pays homage to India’s vibrant folk heritage.

This musical journey, featuring eight tracks across eight Indian languages, brings together a stellar lineup of artists, including icons like Vishal Dadlani, Mohit Chauhan, and Ash King, alongside rising stars like Sushant Divgikar (aka Rani KoHEnur) and Madhubanti Bagchi. Through this partnership, boAt emphasizes its commitment to honoring India’s cultural diversity and advancing the nation’s evolving music scene.

‘Maati’ launched in October, with its tracks gradually rolling out over the next two months on Warner Music India's YouTube and social media channels, blending regional authenticity with modernity. Each song, composed by renowned musicians Achint Thakkar and Parth Pandya, captures the depth of Indian folklore, spanning languages such as Rajasthani, Telugu, Assamese, Punjabi, Tamil, Gujarati, Bengali, and Garhwali Pahadi. The themes range from romantic reunions to humorous takes on marriage, encapsulating the spirit of India’s storytelling traditions.

The initial releases include:

• Bawla: A lively track featuring Rani KoHEnur, composer Mikey McCleary, and the soulful Khan Brothers.
• Style: Showcasing the collaboration of Achint Thakkar and Parth Pandya.
• Bordoisila: Featuring powerful performances by Anand Bhaskar and Abhishruti Bezbaruah.

Aman Gupta, Co-Founder and CMO, boAt, expressed his enthusiasm for the partnership: “By powering Maati, boAt aims to amplify the voices of folk artists, bringing them to the forefront of India’s music industry. This collaboration reflects our mission to blend technology with cultural narratives, creating immersive audio experiences that resonate deeply with Indian and global listeners.”

Jay Mehta, Managing Director of Warner Music India & SAARC, shared his excitement: “Maati was envisioned to be a platform that elevates India's folk music to the global stage while celebrating the depth of our folk traditions. This season is just the beginning, with plans to evolve Maati into a live festival next year.”

The project aims to bridge the gap between folk music and contemporary sounds, proving that music transcends boundaries, languages, and regions. With Warner Music India’s plans to expand Maati into a live festival in 2025, this initiative marks a significant step in showcasing India’s cultural richness to the world.