Oscar-winner AR Rahman has announced his new initiative Maajja, a platform that aims to amplify the voices of the South Asian indie musicians. Maajja aims to enable artists with direct access to support resources and monetisation opportunities within a vetted ecosystem.

The composer released a video announcement of the same, and it shows a massive coming together of numerous independent musicians. Speaking about the initiative, Rahman says “Sometimes you have an idea – a call within you. You keep trying it again and again until it succeeds.” He elaborates on the idea, saying, “With a single focus of being artist-centric and to elevate the world-class talent we have to the global stage.”

Rahman further states that he believes that he got the opportunity of working with musicians, filmmakers, actors from industries in all four southern Indian states because of being born in Chennai. “We could start something that will revive the unity through music,” he adds.

The announcement video also features multiple independent artists and bands from south India like Siennor, Leon James, Mugen Rao, Maalavika Sundar, Karthik Devaraj, Shan Vincent De Paul and Yanchan, Pradeep Kumar, Tenma and Gaana Muthu, Two’s A Company, R K Arvin, The Casteless Collective, NXT Sister Duo, Sathyaprakash, Sakthi Amaran, Sarika, Contra and Eboshi of Cartel Madras, Pravin Saivi, M.I.A, Staccato, Sean Roldan and friends, Shashaa Tirupati, and Navz – 47.

As a maiden initiative under Maajja, Rahman also launched Yaall, a global music festival in Chennai. Rahman calls the initiative "a cultural renaissance."