At the launch of Radio station Mirchi 98.3 in Kashmir on Sunday, Bollywood’s 32-year-old rapper Badshah said that youth of Kashmir did not have a voice and “when someone who feels oppressed gets a voice, then a revolution comes.”

“I will have to see how the youth here use this genre for their betterment and the betterment of their society because people here are good here but infrastructure is needed,” Badshah added.

The station marked the arrival in the Valley with its official launch by Badshah at Taj Vivanta in summer capital Srinagar. After being welcomed by Nitin Singh, Director Mirchi, with a Karakul and a shawl, Badshah also launched his latest hit single – Heartless, from his debut album that was released on 17 August.

Along with the team, three Radio Jockeys who will be listened by Kashmiri audience on Mirchi were also introduced to the audience during the launch.

Badshah said that the culture of rap has percolated down to the youths of Kashmir. While responding to a question by a journalist, he added that he was impressed by rap culture in as it wasn’t confined to rap as a piece of entertainment.

“This kind of rapping could bring about the revolution,” said Badshah, believing that it is the music that runs deep and reaches out to everyone and hence it has the power to bring peace to anything.

“Music changes the sentiments and the Bollywood can offer significant transition to the dynamics of Kashmir,” he added. “Kashmir is beautiful, the people are sweet and the atmosphere is great. People say there is violence here, (but) please go to UP and Bihar, there is violence as well. In fact, even Delhi is not safe. So, the uncertainty is everywhere. No place is 100 per cent safe. So, I think Kashmir needs a better PR and image-building and the youth should work on that.”

The Mirchi station unlike other traditional radio stations wants to go beyond the studio. Hence, they have come up with the creativity where the RJs will trot to every nook and corner talking to the people to get the raw vibe out of the rural areas of Kashmir.

 

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RJ Mehak, whose show is on air daily from 8 AM to 12 noon, is little Miss Sunshine and although she believes in the goodness of people, she does not hesitate in calling a spade a spade. RJ Rafia, who hosts the late afternoon show from 3 PM to 7 PM, is the crazy, bold and confident girl everyone wants to know. RJ Vijdan, who is on air from 7 PM to 10 PM, is Kashmir’s own boy whose USP is to be able to crack a joke with a completely straight face. Everyone’s favourite RJ, Sayema, entertains listeners during the 12 PM to 3 PM time band.

Thrilled over the launch, RJ Vijdaan, who took Badhshah for a shikara ride yesterday, said, “I wanted to explore my city to get a broader canvas of life. I have gotten creative freedom in Radio Mirchi. We are also the only radio station that plays the songs from Coke Studio.”

Vijdan’s slot is dedicated to the relationships building and love. He believes that Kashmiri youth can resonate with him well over love and emotions. “The emotions of Kashmiri people are multi layered. Symptoms of post-traumatic stress disorder can be seen nearly in everyone, so I think I can tap on to those emotions better to connect with them,” he added.

Vijdaan thinks that Kashmir needs more love and less politics.

The music that will be played on the station is a combination of contemporary Bollywood hits and popular Punjabi numbers with a specially curated list of independent pop numbers mixed in. The content has been created around a Kashmiri phrase – Assiv Ti Lassiv (smile and prosper) to resonate it with the locals.

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