Sonu Nigam come up with his new Single

Culture Machine’s digital channel ‘Being Indian Music’ releases Sonu Nigam’s latest single ‘Crazy Dil’

~ Produced by the digital media company, the high octane video beings out the crazy side of the artist and his dear friends from the fraternity~

Following the massive success of the viral video ‘The Roadside Ustaad’ featuring Sonu Nigam, Culture Machine, India’s largest digital media company, released his much awaited single ‘Crazy Dil’ on their digital channel ‘Being Indian Music’ today. Crazy Dil is an electronic dance number from Sonu Nigam featuring a special segment with Natalie Di Luccio and has a feel good vibe to it. Known as the one stop destination for Indian music lovers, Being Indian Music also produced the video of the song that features Sonu Nigam, his adorable son Nevaan Nigam and his close friends from the industry in cameos like Farah Khan, Kailash Kher, Sunil Singh Grover andRajkumar Hirani. Synonymous with disruptive and urbane content; this landmark collaboration marks yet another distinctive attempt from Culture Machine to explore unchartered territories as it releases music from one of biggest musical maestros online in an industry first.

Directed by Sonal Batra of Culture Machine, the Crazy Dil video is a quirky, bubbly one to match the energetic tempo of the electronic dance number. Not only do we see Sonu Nigam singing and dancing in the side-splitting video but also Farah, Sunil and Kailash in never seen before avatars! While Raj Kumar Hirani plays himself, Farah takes up the role of a ring master whipping Sonu at the circus, Sunil is a zombie waking up from the graveyard and Kailash Kher sweating it out in the gym! Natalie Di Luccio is dressed as an Egyptian queen and a super cute moment also features Sonu’s son Nevaan Nigam making a special appearance at the end of the video. 

Speaking about the Crazy Dil, Karl Katgara, Creative Director, Culture Machine said, “Being Indian Music is all about the music we love personally. We realized that between Bollywood and international music, Indian Pop music was not getting the deserved attention. We want to make Indian pop music a force to be reckoned with once again. To release a video of musical geniuses such as Sonu Nigam is an absolute honour! For one of the most successful artists from the continent to release their music digitally opens up a world of possibilities for the entire industry and the release of the much awaited Crazy Dil is another feather in the cap for Being Indian Music and Culture Machine. We hope everybody enjoys watching the video as much as we loved making it!”

Speaking about ‘Crazy Dil’ and his association with Culture Machine, Sonu Nigam said –I had written the song Crazy Dil in 2014 during my tour to America and then sang it for MTV Unplugged. The response this song received was what propelled me to do something different with it. I had intended to release independent music online as the medium reaches out to music lovers across the world at one click. When I met with the Culture Machine through my agency Kwan, I instantly knew they would be the right people to release Crazy Dil digitally.  I am looking forward to see the audience’s reaction to Crazy Dil on Being Indian Music”.