Two-time Academy Award winner A R Rahman, along with Bollywood singer-composer-duo Salim Sulaiman, singers Clinton Cerejo and Mithoon, has launched Jammin', a digital channel that will bring top YouTube musical talents - Sanam, Shraddha Sharma, Siddharth Slathia, Jonita Gandhi, Arjun Kanungo, Maati Baani, Sanah Moidutty, Raaga Trippin and Mumbai's Finest - together. The musicians will also compose ten original soundtracks and shoot music videos with the youngsters.

“We are super stoked!“ exclaimed co-founder Samir Bangara, while Rahman beamed, “Digital platforms are an amazing place for artists to reach their audiences, and independent creators need the backing of a partner to bring discoverability and scale to their talent. I am glad to be a true partner to creators and bring them on a level playing field with mainstream music.“

The first music video releases digitally on Qyuki, a multi-platform network founded by Rahman, Bangara and filmmaker Shekhar Kapur on August 19, followed by a new video releasing every week, culminating into a mega live concert at the NSCI Dome in Mumbai on November 11. All the music videos will be curated on the Jammin' channel.