Sterling Reserve Music Project, a first-of-its-kind collaboration between Universal Music India and Allied Blenders & Distillers, launches its fifth single Jhul Mama, by the gully boy of Indian bangla rap,Cizzy.

Jhul Mama talks aboutthe importance of being real, within the currently saturated, genre of hiphop, where people attempt to fakeit in orderto make it big in the industry.

Jhul Mama literally translates to You Are Still Nothing, and is set to a catchy melody with a rhythmic flow that is unique to Cizzy. The track was initially conceived as a chant, Cizzy formed the hook line after listening to the melodic arrangement and formed his flow through the emotions he wanted to ignite.

The music video opens with Cizzy’s friend being denied entry into a club and Cizzy leads him to another club where there is no attire based discrimination. Cizzy and his friends are able to be their trueselves in this setting.

Jhul Mama releases after the success of four tracks, the most recent being YoYo by RS Chauhan featuring IKKA and Rishi Rich, which has currently crossed over 9 million views on the Sterling Reserve Music Project channel on YouTube.

Sterling Reserve Music Project is the region’s first enabler platform to discover, incubate and promote emerging musical talent from India. The project aims at elevating and supporting the independent music scene in the country by giving musicians a platform to showcase their talent.

Excited about the release, Cizzy said, “Working with Universal Music, was a dream come true for me. The Sterling Reserve Music Project is undoubtedly the most transparent musical project that helps undiscovered artists get into the spotlight. This is what we are all looking for. I have a vault full of fresh original 'Bangla Rap' music, and the goal is to put out absolute unforgettable classics. The Sterling Reserve Project has been such a boost to my confidence and with Jhul Mama, I'm sure that I'm going to putBangla Rap on the map.