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Brown Cow and Arpan Make History with “Start Up Yet” Release on MTV

MTV launches epic track "Start Up Yet," by Brown Cow and Arpan featuring Shi Wisdom.

Updated: June 20, 2016 9:56 PM IST

By Nila Choudhury

start up yet

[Photo Courtesy: Sanj Juneja]

When he left a career in tech as vice president of sales, Sanj Juneja, aka Brown Cow, dreamt of creating music with global appeal. Now the founder and CEO of SpinCycled Entertainment Group Inc., Juneja has created history with a unique fusion of EDM, bhangra, and dancehall. The producer has teamed up with music maestro Arpan Bhattacherjee for a track titled “Start Up Yet” which features Toronto-based singer, Shi Wisdom. This magnificent collaboration is receiving an epic release—”Start Up Yet” will be launched on MTV!

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The track, releasing June 17, is MTV’s track of the week and will be played on the jumbotron in Times Square in New York city—a marketing strategy usually left for big names. This will be a first for MTV to launch a new track with this fusion flair with so much gusto. “Start Up Yet” will also air on Bobby Friction’s radio show on BBC Asian Network as the track of the week and fans will be privy to exclusive interviews with the artists. Revolt.tv—a music site run by music mogul, Sean “Diddy” Coombs—has the track as their “Spotlight On Revolt” and will be posting an exclusive interview with Juneja. These are just some of the few websites, television and radio shows launching the song, the track’s reach has gone as far as India. Before the track even released artists were lining up to create remixes of the song, that alone should speak waves about the impact of the track.

The collaboration spanned from Atlanta to San Francisco to Toronto—without the artists ever meeting! The blend of musical styles with vocals by Shi Wisdom is absolutely genius! Wisdom herself is a Redbull Sound Select Artists who worked with the likes of Drake and Rita Ora in the past. 2-years in the making, the track was selected as the theme song for the Brit Asia Awards last year and the team won the prestigious MUCHFact Grant to shoot their music video. In the past, the MUCHFact Grant has been known to help launch many popular Canadian artists like Carly Rae Jepson, Celine Dion, and Nelly Furtado.

Juneja and Bhattacherjee used this grant to shoot an edgy music video in Trinidad all in 10 days. The striking video, shot entirely in Trinidad, provides a 4-minute escape into the lives of locals and features mesmerising dancers, fast-action motorcyclists—it definitely matches the intensity and creativity of the track. The duo was able to rope in one of the most sought after music video directors of the moment, Kristof Brandl of Revolver Films—Canada’s top film production company. Brandl has aggregated a tremendous resume spanning in his 5-year career, shooting Drake’s “Jungle” Short Film and also Zedd’s, “Beautiful Now” video (more than 65M views on Youtube).

sanj juneja, start up yet
[Photo Courtesy: Sanj Juneja]

“Start Up Yet” is being released by SpinCycled Entertainment Group Inc, an independent Music Label that Juneja founded. Currently, the SpinCycled duo is working on music projects that span from the United States to India and are also working on a film documentary for 2017 that will be shot in the Bay Area.

“We’re in a unique position at SpinCycled where we have the ability to manage global projects that fuse together film, music, fashion, and media, all under one umbrella!” said Juneja. “The release of ‘Start Up Yet’ is just the beginning of our global movement to meld together different cultures, traditions, and perspectives into art.”

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