boAt and Warner Music India's ‘Maati’ Brings India’s Folk Music to Life
‘Maati,’ a boAt and Warner Music India project that brings India’s vibrant folk heritage to life through a mix of tradition and modernity.
Deepanjali
boAt, one of India’s leading audio and wearable brands, has joined forces with Warner Music India to present a project that’s as soulful as it is unique—‘Maati.’ This collaborative venture celebrates the beauty of India’s folk heritage through an impressive lineup of eight tracks, each resonating in a different Indian language. The project is a tribute to the rich diversity of Indian folk music and is crafted to bridge the traditional sounds of India with modern audio innovation.
‘Maati,’ which launched in October, is gradually rolling out its tracks over two months on Warner Music India’s YouTube and social media platforms. With each release, ‘Maati’ immerses listeners in regional authenticity, blending cultural richness with contemporary sounds. This musical project is led by some of the most celebrated voices in Indian music, including Vishal Dadlani, Mohit Chauhan, and Ash King, alongside emerging talents like Sushant Divgikar (aka Rani KoHEnur) and Madhubanti Bagchi. Together, these artists bring a modern edge to India’s timeless folk music, introducing it to a new generation of listeners.
The musical visionaries behind ‘Maati’ include composers Achint Thakkar and Parth Pandya, who have crafted each song to evoke the deep-rooted spirit of Indian folklore. The tracks span eight languages, such as Rajasthani, Telugu, Assamese, Punjabi, Tamil, Gujarati, Bengali, and Garhwali Pahadi. Themes range from romantic encounters and heartfelt reunions to humorous takes on marriage—all steeped in the vibrancy of India’s storytelling traditions.
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Some of the project’s initial releases include:
- Bawla: A lively tune featuring Rani KoHEnur, composer Mikey McCleary, and the soulful Khan Brothers.
- Style: A track showcasing the dynamic collaboration of Achint Thakkar and Parth Pandya.
- Bordoisila: A powerful song brought to life by Anand Bhaskar and Abhishruti Bezbaruah.
Expressing his enthusiasm for this venture, Aman Gupta, Co-Founder and CMO of boAt, highlighted the importance of amplifying the voices of folk artists. “By powering ‘Maati,’ boAt aims to bring India’s folk music to the forefront of the music industry. This collaboration perfectly aligns with our mission of blending technology with cultural narratives, creating immersive audio experiences that resonate deeply with both Indian and international listeners,” Gupta shared.
Jay Mehta, Managing Director of Warner Music India & SAARC, also expressed his excitement, stating, “‘Maati’ was designed as a platform to elevate India’s folk music on the global stage. We’re thrilled to celebrate the depth of our folk traditions. This is only the beginning—we’re planning to take ‘Maati’ to a whole new level with a live music festival in 2025.”
With plans for expansion, ‘Maati’ not only pays homage to India’s folk heritage but also emphasizes the boundless appeal of music across languages, regions, and cultures. This partnership between boAt and Warner Music India marks a significant step in bringing India’s cultural richness to the world. Through ‘Maati,’ listeners can experience a heartfelt musical journey that merges tradition with innovation in a way that is refreshingly unique.
