Viral Now: 9X Media's 'Music Dil Mein'

By Prachi Srivastava , afaqs!, Mumbai | In Digital | July 01, 2014
The music video, an initiative taken by the music broadcaster to celebrate World Music Day, has gone viral.

9X Media seems to have struck the right chord yet again, but this time, literally. The music broadcaster that runs channels like 9XM, 9X Jalwa, 9X Jhakaas, 9XO and 9X Tashan, had launched a music video on June 20 to welcome and celebrate World Music Day, which was on June 21.

The music video, titled 'Music Dil Mein' has gone viral on the internet, fetching around 456,104 views on YouTube. The song is a celebration of music by 13 renowned singers. These artistes came together on World Music Day to pay their tributes to 'music'. It is written and composed by Rochak Kohli (Pani Da Rang fame). Ravi Singhal has programmed, mixed and mastered the music video.

The 13 young artistes who contributed to the music video are - Sid Mahadevan, Shalmali Kholgade, Anushka Manchanda, Benny Dayal, Harshdeep Kaur, Amit Trivedi, Pappon, Rochak Kohli, Neeti Mohan, Hamsika Iyer, Shruti Pathak, and Shweta Pandit and Palak Muchhal. The 3-minute-30-second was produced by GSEAMS Production.

Besides one main video on YouTube, there are 17 other versions that have been uploaded by users and have fetched around 50,000 views, collectively. While the 9X channels are airing the music video, it is also available across all major digital song platforms like and

The video is also available to the users as caller ring back tone (CRBT) and ringtones with major telecom providers. The song 'Music Dil Mein' was played at midnight on June 20 across 170 lounges in the country. Estimates place the footfalls in these lounges at around 45,000 that night.

This was the third year that 9X Media did something interesting and innovative around World Music Day. In 2012, the '9XM Wall of Music' was installed at a couple of locations in Mumbai and Delhi. Based on the augmented reality technology, the Wall of Music enabled multiple songs downloads from the latest Bollywood movies. In 2013, the network had launched a unique song titled 'Tung Tucking Ting', which emphasised the Network's connect with music.

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