‘Play for a Cause’ with iconic fusion band ‘Shakti

Seagram’s 100 Pipers brings to you another edition of its signature event ‘Play for a Cause’ with iconic fusion band ‘Shakti’. Over the years, Seagram’s 100 Pipers ‘Play for a Cause’ initiative has been the pioneer of music with 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!

Shakti is a quintet that pioneered a ground breaking 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.

In this once-in-a-lifetime union of legends, 100 Pipers Play for a Cause & Shakti are coming together for an 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.

Expressing his excitement towards the collaboration, Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India said, “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 a positive change in the society. The association with iconic band ‘Shakti’ is yet another fusion of music with 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.”

Recently, Seagram’s 100 Pipers became the first ever brand to organize 100 musical events under the ‘Play for a Cause’platform,spread across 27 cities on 1 singleday. This unparalleled feat of 100 events in 1 day witnessed renowned musicians and bands like Parikrama, Delhi Indie Project, Indus Creed, The Local Train, Usha Uthup, Hari Sukhmani and Ankur Tewari among others & generated awareness for social causes like air & water pollution, dying hills, struggle of heritage Indian arts, reduction in plantation and wild life, meals for underprivileged and single use plastic, amongst others.

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