India: This World Music Day, Vh1 India, Viacom18’s premier international music and English entertainment channel, is taking a stand against online hate and negativity using music as a catalyst. Teaming up with the dynamic independent music duo Zephyrtone, Vh1 India has created the inspiring anthem ‘#TurnUpTheLove’. This unique initiative aims to provide a platform for artists to share their stories, rise above online bullying, and spread the message of love and resilience. The song was exclusively dropped on Jio Cinema as the first indie electronic pop music launch on the platform.
#TurnUpTheLove is a testament to the power of music in turning negativity into an uplifting force of courage and resilience. The track begins with a playful instrumental intro, with a confident and carefree tone. The lyrics dismiss the hate comments that artists have received with a light-hearted attitude and emphasize that these negative words do not define them. The second verse delves deeper into the duo’s journey. The bridge reflects a moment of defiance, where the artists directly address critics and trolls, highlighting that the adversity musicians face only strengthens their music and resolve. The triumphant chorus leaves listeners with a powerful message of unwavering confidence and positivity.
Speaking on the initiative, Anshul Ailawadi, Business Head, Youth, Music, and English Entertainment cluster, Viacom18, said, “Vh1’s #TurnUpTheLove campaign is our way of backing our artist collective in a big way. What sets it apart is the use of actual hate comments to create an inspiring anthem. It’s a reflection of how the artists battle online hate in real life and use it as creative fuel for their growth. We hope this initiative encourages everyone to stand against online hate and support artistic expression.”
On World Music Day, Vh1 urges everyone to #TurnUpTheLove worldwide, by supporting independent artists, standing against online hate, and using music as a catalyst for positive change! Available to stream now on Spotify, Apple Music, YouTube Music, Amazon Music, Hungama & Wynk Music.
Stream now
–Based on Press Release
