IN A FIRST OF ITS KIND BILINGUAL RELEASE, THE SONG RELEASED IN `HINDI’ AND `ENGLISH’ WITH MUSIC VIDEOS IN BOTH LANGUAGES
India’s favorite rock band Euphoria launched their latest single, the infectious and sing-along “C U Later” in two languages – Hindi and English today. The songs will be distributed worldwide by Universal Music India, on popular digital platforms. The `hindi’ version of the track, currently being played `live’ extensively, is already available on their latest album ‘ITEM’, which has already sold over 25000 copies making it the most successful non-film album in recent times. The success of the album, released in October 2011, has led Universal Music and Euphoria to take a step forward and do a first of its kind bilingual release, in a market dominated by film music.
The video for “C U Later” showcases state of the art shooting techniques, coupled with a stellar performance by the band which has played the song in reverse motion. Front man Palash Sen (who has actually sung the song in reverse) and award winning film maker Vikram Mishra were instrumental in creating this cutting edge concept driven reverse motion video. Fans are in for a visual treat as they will experience a new sound and look of EUPHORIA. The two different versions of the video is released to promote the song in both the languages.
On the song and video Palash Sen says, “C U Later” is a leap of faith that we took in terms of our sound. This song took us back to our rock n roll roots, along with the edginess of modern rock. As a song or a video, Euphoria has definitely never attempted something like this. The English version will come as a surprise to our fans, coz it was neither planned, nor expected. Kudos to Devraj for encouraging us and then co-writing the English version with me. Rarely has an artiste got this kind of support from their record label. We have worked really hard on the video and are sure that we will herald a new era in terms of non-film entertainment in this country. Also excited about our debut international English single….the world’s our stage and we are playing our part..!!”
Devraj Sanyal Managing Director, Universal Music, India & SAARC, says “Euphoria to me is a band that never ceases to amaze. Always willing to push the envelope and try new things to push their purist agenda of non-film music that we support whole heartedly. Co-writing “C U Later” with Palash was an easy process and we finished the entire song in a few hours and that shows how talented these boys are…the Bilingual approach will open a brand new mainstream market for Euphoria and we will use every resource we have to help them achieve their next level in the band’s career.”
The video “C U Later” will break Exclusively on MTV and VH1 today.
About Universal Music India:
Universal Music India Pvt. Ltd. (UMIPL) is a 100% subsidiary of the Universal Music Group.
UMIPL has an extremely rich Indian catalogue comprising songs from Classic Hindi and Regional Films, IndiPop, Bhangra, Ghazals and Devotional. It’s enviable catalogue includes artistes such as Asha Bhosle, Anup Jalota, Bombay Vikings, Jagjit Singh, JoSh, Malkit Singh, Pankaj Udhas, Panjabi MC, Raghav, Bohemia, Mohit Chouhan to name a few. UMIPL ‘film’ catalogue (the 2nd largest in India) spans music from blockbusters such as Sholay, Qurbani, Amar Akbar Anthony, Chori Chori Chupke Chupke, Devdas and Munnabhai MBBS amongst the numerous jewels which symbolize the musical journey from the 70’s to date. On the International music front, UMIPL are the clear market leaders with artistes such as Madonna, U2, Jennifer Lopez, ABBA, Akon, Bon Jovi, Bryan Adams, The Black Eyed Peas, Enrique Iglesias, Eminem, Lady Gaga, Taylor Swift, Justin Bieber amongst host of other popular music icons and household names in India.