Music composer AR Raman took to social media to announce a new initiative called Maajja in an attempt to promote independent music. He also announced that he will be organizing a global music festival called Yaall in Chennai. AR Rahman, in a statement, said, "There are an overwhelming number of artists and musicians around us that go unnoticed and under-appreciated. Many of them begin their journey but unfortunately, not everyone is heard or gets a platform. Maajja will function with the singular focus of being artist-centric and will serve to elevate the world-class talent we have onto the global stage."
The initiative is also the brainchild of entrepreneurs Noel Kirthiraj, Sen Sachi and Prasanna Balachandran. The press statement read, "maajja’s mission is simple, to create the first-of-its-kind platform for the independent music scene that offers creative liberty as well as global reach. It will focus on amplifying the voice of South Asian talent globally and help them develop successful and sustainable careers in music, unhindered by the machinations of the film industry."