Mumbai, Oct 15 (Calcutta Tube / IBNS) Universal Music unleashed popular band Euphoria’s latest album ‘ITEM’ on Thursday at the Hard Rock Café in Mumbai.
Euphoria, the Best South Asian Live Act, performed tracks from their new record `live’ for the very first time for their fans at a packed house at the Hard Rock Café in Mumbai
Euphoria is the only band with 4 studio albums, one “Best Of” compilation and 14 super hit music videos and the only Non Film act to have survived the Film Music onslaught in the country.
Seen at the event were Sonu Nigam, Wajid, Manasi Scott, Shameer Tandon, Mukti Mohan amongst others.
Palash Sen – the frontman of Euphoria, said, “It’s been 5 years since Mehfuz was released. 5 years of happiness and strife, concerts and travel, music and tears, introspection and realization. 5 years, 9 songs, a million thoughts and a trillion uncertainties. And then suddenly Devraj and his team at Universal. Eventually, here we are with ONE item.”
“The Nav ras of modern India… It is an album made against all the odds and only because the audience is still not finished with Euphoria. In times when only film music is released and heard, here we are with the non film music retort- ITEM,” he said.
The name ITEM is a satire on Bollywood and is inspired by the ever growing obsession of the film industry with item songs.
The album however has different flavours highlighting issues in a common mans daily life.
The lead video “Item”, which was premiered on 10th Oct across music channels, is a signature Euphoria video mixed with fun and colours.
On this occasion, Devraj Sanyal Managing Director, Universal Music – India & SAARC, said: “This is a proud moment for us at Universal Music India, as we release Euphoria’s album Item.”
“This album is personally close to me as these are very close friends creating some outstanding music. This album is an amazing confluence of 9 tracks each better than the other in it’s own way. This is one album that will definitely make waves and we will put the entire weight of the Universal Music machinery behind Item.”
Jay Singh, Co-Founder & Executive Director, JSM Corporation Pvt. Ltd. said: “Hard Rock Café has always endeavored to bring forth the extraordinary musical experience for the music lovers on one platform. Euphoria has regaled the music enthusiast over the years and with the launch of their new album ‘ITEM’ coupled with a ‘live’ act by the band will definitely leave the audience spellbound with an unforgettable experience.”
ITEM the album is released worldwide on physical and digital formats, exclusively on Universal Music.