Television Productions
More than 35 Television Productions for leading Channels viz. Zee TV, Star TV, Sony TV, Doordarshan & 5 Regional channels.FM Radio programming across 4 metros garnering more than 1 million audiences.
About Us
1999 : A hugely popular TV personality, Durga Jasraj, quits the 1st and arguably, the biggest music game show in Indian Television history to start her own company to produce high quality Indian Music Content, in 35 mm larger than life format.
Niche – Noun : a comfortable or suitable position in life or employment synonyms: ideal position, calling, vocation, place, function, job, slot, opportunity "he feels he has found his niche in life"
2019 : Now a 20-year-old Content Company Art and Artistes (I) Pvt Ltd (AAA), led by Durga Jasraj & Neeraj Jaitly (London School of Economics alumnus & ex Management Consultant), is showcasing Indian Music audio-video content to 50 million people annually, worldwide. It’s content is available on different mediums like Television, Radio, Live events, In-Flight entertainment, and now also Digital and OTT. The collection includes more than 40,000 Music tracks & videos, and a rich variety covering 25 States, 250 genres, 16,000 Musicians and 10 Content IPs.
Over the years, everything has changed – though some people still describe the work AAA does as niche. We like to look at it otherwise… This Indian Music Content Company has found its niche, an ideal position, its calling, its rightful place, in the first 2 decades of its existence.
Working in 78 cities across India, and 20 countries globally we have seen the amazing growth in the following of Indian Music. Working with more than 30 large listed companies, whose brand/ marketing teams have realised the potential of Indian Music to connect with the population at large, the results have been very encouraging. Employing tech enabled features to distribute, track, and monetise is a reality, which makes for sound business sense for Music Content of any type.
Public Concerts
More than 600 large format Public Concerts in more than 75 cities across India Prestigious productions at Opera Houses & other Venues in more than 15 Countries.
Corporate Events & Foundation days
Worked with large listed corporates for designing memorable entertainment productions to celebrate landmarks & special occasions.
Digital
The largest Indian Traditional Music channel on YouTube with more than 3.5 million monthly views. Syndication to Inflight Entertainment platforms and OTT.
CSR
Art and Artistes Foundation setup to preserve, protect and promote the rich traditional heritage & culture. Impact drive programs for sustainable development of Indian Music, livelihoods and greater productive visibility to the many forms of traditional Music from across the country.
Industry
Connect with the Industry through active participation in apex trade associations.
Projects
Panchtatva
Celebrating the 5 elements of Nature, Panchtatva is a unique audio-visual experience. This experience combines scripted Live Music performances with Animation &Visual Effects, Sound & Light Effects, all against a large LED backdrop. The huge production scale has enabled Panchtatva to become the Largest Live non-film Music experience.
8 Prahar
The concept of ‘time’ is deep-rooted in Hindustani Classical Music, dividing a day into 8 prahars, and each prahar is said to last for 3 hours. Every Raag is designed to be performed during a particular prahar. Yet today, this amazing tradition is getting lost due to the diminishing opportunities of performing at various times throughout the day. The 8 Prahar Concert is the longest Annual Concert of traditional Hindustani Classical Music (more than 20 hours).
Raagas on Tablaa
Music is comprised of ‘Sur and ‘Laya’. Raagas on Tabla compliments the basic nature of Tabla without any support of electronic sound. The dedicated and talented team of Musicians have worked hard to develop the musical graph of this unique Musical experience.
Tiranga – The Musical
A first of its kind, Tiranga is a musical & poetic depiction of the Indian National Flag. Tiranga is a sincere effort to creatively interpret all the elements of the National Flag, viz. Saffron, White, Green and Ashok Chakra. Tiranga has travelled to many cities across India, and also to other countries like USA, UK, UAE, among others and has been very well received by global audiences.
U&I Jugalbandis
To help spread the message of gender equality, U&I uses entertaining Music performance by selected male-female duets. Every child, be it male or female, is blessed with a distinctive quality, hence should be given an opportunity to rise and shine in their chosen field. This kind of entertainment can leave a lasting impact on the minds of people and help make this world a better place. The concept will help in opening people’s minds by showcasing the fact that men and women are at par with each other and can work best in harmony. Just like these women performers, who are equally at ease with their art and their male counterparts.
Golden Voice Golden Years
A unique celebration of a living legend’s Musical Biography – showcasing the journey from “Jasraj to ‘SangeetMartand’ Pandit Jasraj”. Golden Voice Golden Years was inaugurated by the honourable Prime Minister Shri. Atal Bihari Vajpai ji in New Delhi on 12th Dec 2002.This historical & special Live experience takes you through the 4 most important turning points of Pandit ji’s musical journey, interwoven with a film featuring the Legend himself, selected live musical performances & anecdotes.
Jai Hind
Jai Hind is a Musical Salute to the Nation. It is a unifying force amongst all Indians, however diverse they are and we have tried to showcase the same through this Music Video. This was given the status of the Official Song for the Celebrations of the 60th Year of India’s Independence, by the Ministry of Information & Broadcasting, Govt. of India. This was composed by Zakir Hussain and Lyrics by Javed Akhtar.
Jalsa – Music for the soul
Jalsa is the largest platform for non-film Indian Music. Since its inception in 2006, Idea Cellular Ltd. has partnered with Jalsa. The platform brings together legends, maestros, stars, young maestros and rising stars of Indian music, to showcase the rich cultural heritage of India with grand production values.Jalsa has been presented across mediums, viz. Live Concerts, Telecast on National TV channels, FM Radio programming, Digital Content & Social Media. A unique feature of the almost 100 Live Jalsa Concerts is that they are all non-ticketed, with many of them in large outdoor venues to accommodate the thousands of Music lovers who turn up.
Narmada Seva Mission, Govt. of Madhya Pradesh
Namami Devi Narmade is a humble Musical tribute to the river Narmada with a compelling Public Service Message of planting more trees and plants and keeping our Rivers - that are our lifelines - clean. Namami Devi Narmade is the official Anthem of Narmada Seva Mission, Govt. of Madhya Pradesh and was launched by the Hon’ble Chief Minister of Madhya Pradesh, Shri Shivraj Singh Chauhan.
Panchtatva
Celebrating the 5 elements of Nature, Panchtatva is a unique audio-visual experience. This experience combines scripted Live Music performances with Animation &Visual Effects, Sound & Light Effects, all against a large LED backdrop. The huge production scale has enabled Panchtatva to become the Largest Live non-film Music experience.
8 Prahar
The concept of ‘time’ is deep-rooted in Hindustani Classical Music, dividing a day into 8 prahars, and each prahar is said to last for 3 hours. Every Raag is designed to be performed during a particular prahar. Yet today, this amazing tradition is getting lost due to the diminishing opportunities of performing at various times throughout the day. The 8 Prahar Concert is the longest Annual Concert of traditional Hindustani Classical Music (more than 20 hours).
Raagas on Tablaa
Music is comprised of ‘Sur and ‘Laya’. Raagas on Tabla compliments the basic nature of Tabla without any support of electronic sound. The dedicated and talented team of Musicians have worked hard to develop the musical graph of this unique Musical experience.
Tiranga – The Musical
A first of its kind, Tiranga is a musical & poetic depiction of the Indian National Flag. Tiranga is a sincere effort to creatively interpret all the elements of the National Flag, viz. Saffron, White, Green and Ashok Chakra. Tiranga has travelled to many cities across India, and also to other countries like USA, UK, UAE, among others and has been very well received by global audiences.
U&I Jugalbandis
To help spread the message of gender equality, U&I uses entertaining Music performance by selected male-female duets. Every child, be it male or female, is blessed with a distinctive quality, hence should be given an opportunity to rise and shine in their chosen field. This kind of entertainment can leave a lasting impact on the minds of people and help make this world a better place. The concept will help in opening people’s minds by showcasing the fact that men and women are at par with each other and can work best in harmony. Just like these women performers, who are equally at ease with their art and their male counterparts.
Golden Voice Golden Years
A unique celebration of a living legend’s Musical Biography – showcasing the journey from “Jasraj to ‘SangeetMartand’ Pandit Jasraj”. Golden Voice Golden Years was inaugurated by the honourable Prime Minister Shri. Atal Bihari Vajpai ji in New Delhi on 12th Dec 2002.This historical & special Live experience takes you through the 4 most important turning points of Pandit ji’s musical journey, interwoven with a film featuring the Legend himself, selected live musical performances & anecdotes.
Jai Hind
Jai Hind is a Musical Salute to the Nation. It is a unifying force amongst all Indians, however diverse they are and we have tried to showcase the same through this Music Video. This was given the status of the Official Song for the Celebrations of the 60th Year of India’s Independence, by the Ministry of Information & Broadcasting, Govt. of India. This was composed by Zakir Hussain and Lyrics by Javed Akhtar.
Jalsa – Music for the soul
Jalsa is the largest platform for non-film Indian Music. Since its inception in 2006, Idea Cellular Ltd. has partnered with Jalsa. The platform brings together legends, maestros, stars, young maestros and rising stars of Indian music, to showcase the rich cultural heritage of India with grand production values.Jalsa has been presented across mediums, viz. Live Concerts, Telecast on National TV channels, FM Radio programming, Digital Content & Social Media. A unique feature of the almost 100 Live Jalsa Concerts is that they are all non-ticketed, with many of them in large outdoor venues to accommodate the thousands of Music lovers who turn up.
Narmada Seva Mission, Govt. of Madhya Pradesh
Namami Devi Narmade is a humble Musical tribute to the river Narmada with a compelling Public Service Message of planting more trees and plants and keeping our Rivers - that are our lifelines - clean. Namami Devi Narmade is the official Anthem of Narmada Seva Mission, Govt. of Madhya Pradesh and was launched by the Hon’ble Chief Minister of Madhya Pradesh, Shri Shivraj Singh Chauhan.
Panchtatva
Celebrating the 5 elements of Nature, Panchtatva is a unique audio-visual experience. This experience combines scripted Live Music performances with Animation &Visual Effects, Sound & Light Effects, all against a large LED backdrop. The huge production scale has enabled Panchtatva to become the Largest Live non-film Music experience.
Our Clients
