Dec 24, 2019
The Sterling Reserve Music Project goes South with it’s 10th release of hiphop artist StreetViolater’s Telugu song “Jeevam”

The platform continues to #ChaseTheNext and enable artists in Indian independent music. StreetViolater is a rapper and recording artist based in Hyderabad, who seeks to offer something different and unique to his fans by taking inspiration from music to bring about change in his community.


“Jeevam” by StreetViolater is a Telugu hiphop song, dedicated to how music has impacted StreetViolater’s life (Jeevam) and how he’s persisted through music despite all odds. “Jeevam,” is a motivational and inspirational song and is the first of a 4 part song series dealing with the trials and tribulations of human life. The music video is set to a grunge hip hop vibe and has been produced by Crevixa.


“Jeevam” marks the 10th release and second hiphop song to release from the Sterling Reserve Music Project. The platform aims to enable, incubate and promote aspiring singers and songwriters to showcase their talent and music globally and is language and genre agnostic. Artists can submit their original unreleased song demos to   


Excited about Jeevam, StreetViolater shared, “This is where I wanted to be, and this is all that I ever wanted to do. I'm proud to be a part of the Sterling Reserve Music Project, co-developed by Universal Music India and to represent Telugu language in all corners of the globe. Jeevam is most personally connected to my daily lifestyle and the invisible moments of me. It’s about my search for a deeper meaning and purpose in life through music.”


Universal Music and EMI Music, India and South Asia Managing Director and CEO Devraj Sanyal said “Music for me personally, has never been about language, hiphop was certainly even lesser and that’s why we framed the project to be a perfect platform where language would play no role at all in the pursuit of great music and our vision of giving independent musicians a voice to chase the next. Jeevam is our 10th song of 2019 from the Sterling Reserve Music Project, by StreetViolater with his special brand of angsty inspirational Telegu hiphop. The lyrics are honest and the melody is bold and his brilliant delivery is all set to make Telegu Hiphop potent for his state and India. I’m excited for us as we keep at it & delivering on our promise of making original independent music be heard in the mainstream streamscape.”


Allied Blenders and Distillers’ Chief Operating Officer, Bikram Basu, said, “It’s been an immensely fulfilling journey for us with the Sterling Reserve Music Project. We’ve come full circle with the release of Jeevam by talented rapper, StreetViolater and this marks our first Telugu song and 10th release on the platform. Some of the most important regional languages in India have been launched through Sterling Reserve Music Project right from Hindi to Punjabi to Bengali and now Telugu. We’ve launched in English as well.”