boAt and Warner Music India Launch 'Maati': A Tribute to India’s Rich Folk Traditions

India’s one of the leading audio and wearable brands, boAt, has collaborated with Warner Music India to introduce ‘Maati,’ a unique musical venture that celebrates India’s diverse folklore. The project features eight tracks in eight different languages, showcasing an impressive lineup of artists such as Vishal Dadlani, Mohit Chauhan, Mikey McCleary, Sushant Divgikar (Rani KoHEnur), Madhubanti Bagchi, Ash King, Nikhita Gandhi, and more. This partnership underscores boAt’s commitment to honoring India’s cultural diversity and nurturing the nation’s vibrant music industry.

‘Maati,’ which debuted in October, will see its tracks released over the coming two months across Warner Music India’s YouTube channel and social media platforms.

The project celebrates the breadth of Indian folk music with songs in Rajasthani, Telugu, Assamese, Punjabi, Tamil, Gujarati, Bengali, and Garhwali Pahadi, blending regional authenticity with modern sounds. By featuring renowned artists like Vishal Dadlani, Mohit Chauhan, Ash King, and Nikhita Gandhi alongside rising stars such as Sushant Divgikar (Rani KoHEnur) and Madhubanti Bagchi, ‘Maati’ presents a wide array of narratives, from heartfelt stories of love to humorous takes on social customs. Curated by composers Achint Thakkar and Parth Pandya, these tracks offer a rich and contemporary exploration of India’s folklore.

The first three tracks—Bawla, Style, and Bordoisila—are already available. Bawla features the dynamic Rani KoHEnur, composer Mikey McCleary, and the Khan Brothers, while Style highlights the work of Achint Thakkar and Parth Pandya. Bordoisila showcases the powerful vocals of Anand Bhaskar and Abhishruti Bezbaruah.

Aman Gupta, Co-Founder and CMO, boAt shared, “By powering Maati, boAt aims to elevate the voices of folk artists and bring them to the forefront of India’s music industry, providing them a platform to reach new audiences. This partnership also reflects boAt’s mission to merge technology with cultural narratives, creating immersive audio experiences that resonate with Indian and global listeners alike.”

Jay Mehta, Managing Director of Warner Music India & SAARC stated, “With Maati, our vision was to create a platform that elevates India's folk music and artists to the global stage, while celebrating the rich diversity of our folk traditions. Through this journey, we've uncovered extraordinary stories from across the country, and I am deeply passionate about sharing them with the world. This first official season marks just the beginning, as we aim to make Maati a recurring seasonal property, with plans to evolve it into a live festival next year.”

Maati aims to break stereotypes by merging folk music with contemporary talent, proving that music can bridge languages, cultures, and regions. Warner Music India plans to expand Maati into a live festival by 2025, setting the stage for more innovative collaborations.