H&M Life has set up a new project where young artists from different parts of the world produce music videos with the support of H&M. In today’s day and age, many more music videos are made than ever before. However, there are some remarkably talented artists who may have limited budgets or outreach, which is primarily the reason why H&M Life has selected a bunch of interesting artists and has taken the initiative to help such talented artists with their video shoot’s.

With his devastating bass-lines and magnificent concoction of dubstep, electro, dancehall and old school bollywood soundtracks, Nucleya who’s real name is Udyan Sagar, has come to be known as one of the most noteworthy producers to have emerged from India. Putting crowds in a frenzy all over India and at international festivals like Glastonbury he has a number of accolades to his credit.

His recently released EP, ‘Koocha Monster’ features the stellar “Akkad Bakkad”. The vocals on the track interestingly are not, like in many of Nucleya’s songs, sampled from a Bollywood movie, but on the contrary are sung by his wife Smriti ‘Pink Soda’ Choudhary. The video was directed by Nishant Nayak and financially supported by H&M Life.

“The words ‘Akkad Bakkad’ are just gibberish”, says Nucleya. “It’s an old Indian nursery rhyme that most people have forgotten about. But the video has a message. It’s about corruption. We show a politician enjoying his life and not caring about the people. And a young boy who speaks out against the system through his art. The state of Indian politics is really bad. It bothers me when I open the newspaper in the morning”, he added.

We congratulate Nucleya and H&M and look forward to more to come from H&M and their initiative!