Seagram's 100 Pipers Play For a Cause

News Desk, News Nation 360 : Seagram’s 100 Pipers brings another edition of its signature event Play for a Cause with iconic fusion band Shakti. Shakti is a quintet that pioneered a groundbreaking East meets West collaboration and played a pivotal role in establishing Fusion music. The band consists of Grammy award-winning guitarist John McLaughlin, internationally-acclaimed table virtuoso Zakir Hussain, percussionist V. Selvaganesh, multi-faceted Indian singer & composer Shankar Mahadevan and Indian classical violin maestro Ganesh Rajagopalan. Over the years, Seagram’s 100 Pipers Play for a Cause initiative has been the pioneer of music with a purpose. It has witnessed a power-packed lineup of artists, who perform to raise funds & awareness for various social causes. On 14th Jan 2020, music aficionados in Kolkata will get to experience the 100 Pipers Play for a Cause Shakti 2020 event that will be one for the soul. Expressing his excitement towards the collaboration, Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India said that Seagram’s 100 Pipers Play For A Cause has consistently lived the brand’s ethos of Be Remembered For Good by leveraging music to support initiatives that lead to a positive change in society. The association with the iconic band, Shakti is yet another fusion of music with a purpose, that aims to support such iconic music legends & the art of handcrafted musical instruments which faces a challenge in a world of increasing digitization electronically generated sound. With this event, 100 Pipers & Shakti strive to support this craft and the originality of musical sound. In this once-in-a-lifetime union of legends, 100 Pipers Play for a Cause & Shakti are coming together for exemplary performance of fusion music to raise awareness & funds for the highly skilled albeit struggling art of handcrafted musical instruments. In specific, the event will support Hemen & Co., the makers of traditional Indian musical instruments, that has served music legends & maestros across the globe incl. Beatles’ George Harrison, Jethro Tull’s Ian Anderson, Ustad Amjad Ali Khan, Sitar maestro Ravi Shankar, Anoushka Shankar, Ustad Vilayat Khan, Pandit Bhimsen Joshito name a few.

Report : Anustup Kundu


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