"My team at Desi Music Factory is pumped"
The upcoming film Selfiee starring Akshay Kumar and Emraan Hashmi will see the record label Desi Music Factory making its foray into Bollywood.
Selfiee is a Hindi remake of the Malayalam comedy-drama film Driving Licence.
The label, known for chartbusters like ‘Dheeme Dheeme’, ‘Coca Cola Tu’ and ‘Dil Ko Karaar Aaya’, has joined forces with Dharma Productions as a music partner.
Speaking about the collaboration, Anshul Garg, Founder and CEO of Desi Music Factory said:
“It’s exciting to foray into the film music space with none other than Dharma Productions.
“The production house has been a catalyst for making iconic music for decades.
“It is an honour to be crossing over from the independent music scene to Bollywood for Selfiee starring Akshay Kumar and Emraan Hashmi.
“My team at Desi Music Factory is pumped and we’re hoping that wonderful music emerges from this collaboration.”
Akshay Kumar and Emraan Hashmi announced their first project together on their social media handles.
The Sooryavanshi actor turned to Instagram on January 12, 2022, and posted a few selfies as he announced the film.
Leaving his fans in excitement, Akshay initially posted a solo selfie and later shared another with Emraan.
In the picture, Akshay and Emraan are seen riding their bikes in a scenic mountain background.
The teaser of the upcoming film has also been released on Instagram, which showcases Akshay and Emraan’s dance moves.
Setting the tone for the film, Dharma Productions head Karan Johar said:
“The film announcement of Selfiee makes the zone of the film clear.
“One of its highlights is its music which gives away the vibe of the story.”
Karan added: “Everything, right from the instruments, the vibe, the beats and the lingo in the announcement resonates with the brand of music Desi Music Factory has sculpted over the years.
“The label has shared the country’s cultural identity with the world and it feels promising to have these hitmakers on our side.”
Apoorva Mehta, CEO of Dharma Productions said:
“We’re in an acutely dynamic industry.”
“While we are figuring out new ways to tell stories, we’re also exploring talent that can lend a narrative through music.”
Supriya Menon Prithviraj, producer and partner at Prithviraj Productions added:
“Music is an integral part of Selfiee and it’s wonderful to have onboard music makers who share a global vision for Indian music.”
Meanwhile, Akshay Kumar has many projects in the pipeline, including Bachchan Pandey, Ram Setu and Raksha Bandhan.
He also recently shared the trailer for his upcoming film, Prithiviraj.
Emraan Hashmi, on the other hand, was last seen in Chehre with Amitabh Bachchan.
He will also be seen in Salman Khan and Katrina Kaif’s Tiger 3.