Los Angeles — Artist/Performer/Musician Amrita Sen has launched Amrita Sen Music to compose for commercials, feature films, television and live special events. In music, Sen is probably best known for her performance at the 2009 Academy Awards with music legend AR Rahman, singing “Jai Ho” from the Oscar-winning movie, Slumdog Millionaire.
Music As Metaphor
Long a musical performer, Sen recently collaborated with Justin Timberlake, Weezer and Timbaland. She also collaborated on a song that was co-produced by David Guetta and Timbaland which features Pitbull. She is now producing and composing for a Broadway show with Timbaland on board as music director. While working, Sen had been thinking it was time to launch her own music company. “I find composing an immediate way to connect music to visuals and work in the metaphorical,” says Sen. “Most music to picture is very specific, as if it is underscoring a specific music scene or dialogue. In commercials, the music doesn¹t have to be so literal. It can represent the emotion of the brand and not get too heavy handed.”
Another catalyst for Amrita Sen Music was commercial rep Mary Saxon, who helped Sen create her commercial reel. “I was amazed at how quickly she adapted to the dynamics of the :30 format,” says Saxon. “Not only is Amrita a natural at composing memorable branding themes for advertising , she also has an innate understanding of sound design and how best to integrate to enhance her compositions. I’m thrilled to be offering this extraordinary musical talent to ad agencies.”
When composing music, Sen likes to first work out the basics on a harmonium, a type of free reed pump organ. As a young girl, Sen took voice and music lessons while being taught classical Indian music and Western opera. This would be supplemented by rigorous training in classical piano, playing the harmonium, and trips to India to learn music. While in India, she was schooled in the Indian classics from the late Gaan Prakash Ghosh, a celebrated singer, and from her own aunt, the late Geetika Sen. The result is a composer and performer with a unique sensibility. Always a good student, Sen received degrees from The Wharton School of Business and an MBA from Harvard. States Sen, “My music has Indian influences but it also has a lot of influences from western classical – because I trained in piano and western opera. People look to me for Indian music but I think they are learning quickly that I am very versatile. I write both Indian music and english pop songs.”
Brand – Building Expert
In addition to music, Sen is a well-known entrepreneur, having recently launched the successful Amrita Sen line of products including designs from her brands “BollyDoll” and “Cosmic and Eternal Love.” Sen debuted her BollyDoll illustrations at Art Basel in Miami. Sen then created “BollyDoll”, a live event combining immersive visual worlds with vocal performances spanning East Indian, African and R&B influences. This colorful realm filled with music and art launched an entire fashion and lifestyle brand. Sen collaborated with MAC cosmetics to release a limited-edition illustrated brush kit and coordinating makeup bag. Her “BollyDoll” illustrations are also the inspiration for her pajama line sold at Dillard’s, Nordstrom, and Lord & Taylor. The “BollyDoll” jewelry line is featured on The Shopping Channel. Sen recently wrote and illustrated “Cosmic and Eternal Love: An Everlasting Love Story” (Galison; September 2016), a coloring book for adults, accompanied by an original soundtrack Sen wrote and produced.. The book, album and stationery line are being sold at Barnes & Noble and Dillard’s.
About Amrita Sen Music:
The goal at Amrita Sen Music is to build a catalogue that celebrates the music of the world. Sen is a songwriter/composer backed by being a full service instrument ready musician and professional singer. For more information, please visit www.amritasenmusic.com.