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Last updateTue, 17 Mar 2015 2pm

Shekhar Kapur, AR Rahman launch 'Social Network for Creativity'

Shekhar Kapur and A R Rahman have launched their new media start-up 'Qyuki', which is being billed as a 'Social Network for Creativity'.

The site was announced in 2011 and is aimed at providing a platform for people to showcase their creativity through audio, video, images or text, bridging the gap between creative individuals and industry professionals.

Qyuki's ('Because' in Hindi) editorial board will review each piece, awarding a rating to it depending on quality and popularity.

Speaking at the launch of the site, Oscar-winning composer A R Rahman said: “I think to trigger the imagination is the most important thing and I hope with Qyuki we are able to achieve that.”

'Bandit Queen' director Shekar Kapur left a message on the site, saying: "I am constantly encouraging people, that it doesn’t matter that you are not an artist, but you have the ability to create art.  You don’t need to be a photographer to click a picture, you don’t need to be a professional story writer to write a short story, you don’t need to be a great poet to create poetry.  At Qyuki we are provoking that part of you that you have the need to express, that is your creativity. And what we are saying to you is that you don’t need to be a professional, you just need to be expressive. And that need is an inherent need, so don’t deny it. Just come out, express, share, interact and be creative."

The founders are aiming to tap into not just the social-networking savvy urban India but also rural areas, where internet reach is growing at an astounding rate.  

Qyuki CEO, Poonacha Machaiah, called the platform a marriage of creativity and technology. It aims to give consumers a complete creative journey based on the 4Cs: Community, Content, Collaboration, Celebration.

In practise, the site's vision is to facilitate collaboration between creative individuals: a musician will release tracks on the site, a designer will create an album sleeve, a writer will pen the lyrics whilst a filmmaker will help make a music video.  

The network will also feature stalwarts from various fields (called Experts) as members who will share some of their work (exclusive content) and offer mentoring as well.  

The website already features some of the works of Kapur and Rahman such as animated short films and music from Rahman’s music conservatory project Melange.

Much like other social networking sites, members will have a profile page where they can upload and showcase their work.

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