Boston-based Sriram Emani, founder of the start-up IndianRaga, is giving traditional art forms a modern makeover, finds Akhila Krishnamurthy
In February this year, in the Al Badayer Desert on the outskirts of Dubai, three young dancers born and raised in USA and dressed in traditional Bharatanatyam costumes performed abhinaya (expression) and nritta (movement) to ‘Aadu paambe’, a classic Tamil folk song that celebrates the beauty and majesty of the snake and its dance. For nearly six hours that morning, with the desert sun for company and snoopy camels in the background, the dancers sweat it out to shoot for a video that they hope will become a befitting new ode to this iconic song. As of April, this will become the 382nd video released on IndianRaga’s YouTube channel.
At the helm of the shoot was Sriram Emani, 32, co-founder and CEO of IndianRaga, a Boston-based initiative geared towards making Indian classical arts accessible to the current generation. “I believe our classical arts were founded by visionaries who designed them to be timeless. We just have to empower today’s generation to define how these forms can be relevant to their journey,” he says. Through different channels, the company has been instrumental in unearthing little-known creative talent, and introducing them to a structured programme, where they are coached on how to collaborate on an impactful piece of work, record in a professional setting, and evaluate its reception upon release.
This story is from the May 2018 edition of Elle India.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the May 2018 edition of Elle India.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
Bridal Trends, 2024 Edition
Bralettes, corsets and mermaid skirts emerge as the new must-haves when it comes to wedding dressing
All The Feels
Maahi Shah takes a deeper look at the big little moments in a bride's life as she prepares for her wedding day
ISLAND ESCAPADE
Here's why Fiji is the ultimate destination to celebrate your love.
ROMANTIC ESCAPES
Wondering where to head for a honeymoon getaway? Isha Mayer recommends five luxurious destinations for your honeymoon
The Taste Of Weddings
What goes behind planning those extravagant grazing tables and indulgent bites at weddings? Top gourmet caterers let Isha Mayer in on their processes
Challenging Convention One Ritual at a Time
Maahi Shah speaks to five female priests who have been breaking new ground while upholding faith and pursuing a passion for learning
FIJI: A TROPICAL FOR INDIAN HAVEN WEDDINGS
From pristine beaches to cultural familiarity, discover why Fiji is the perfect destination for Indian weddings.
MAKE YOUR WEDDING FANTASY A REALITY
The Westin Hyderabad Mindspace offers luxurious venues, exquisite dining and unforgettable moments
SHINING BRIGHT EVERYWHERE
Lab-grown diamonds for every occasion—luxury and affordability
BRIDAL BEAUTY, REDEFINED
Christine Ko, CEO of Moira Cosmetics, shares her insights on makeup for brides and the art of achieving radiant skin.