Fashion and Lifestyle Brand YOULRY.COM Launches “The Bella Donna Feat. EPR and Iman” – A Unique Duet of Rap and Folk

June 30: Youlry.com, a fashion and lifestyle brand for Gen Z, from one of the foremost heritage houses of jewelry hailing from the princely state of Baripada, Odisha has launched its limited-edition collection Bella Donna through a music video with rapper and Kolkata boy EPR along with the talented nightingale and National Films award winner Iman. The duet is a breathtaking collaboration between Emcee, Poet and Rapper EPR a.k.a. Srinivas Iyer and National Award-winning folk and classical singer, Iman Chakraborty.  Set against the alluring backdrop of a modern, neon-lit throne room, the music video sees EPR and Iman allude to a quest for “earth’s rarest treasure”. The Dragon with the bars of gold and The Nightingale from the East, both musicians are guarding and guiding seekers to the Bella Donna – 13 one-of-a-kind pure 18 K gold rings that can only be discovered and claimed by “true wanderers” through the YOULRY.COM website.

In a series of firsts, this unique collection has also brought together the two artists featured in the music video for the first time in a hauntingly beautiful jugalbandi (duet) of rap and folk. The composition, an ode to the forgotten beauties in our lives has Iman and EPR collaborating seamlessly to bring to life a lyrical and musical extravaganza. Sung in three languages and set to alternating rap and classical tunes, the Bella Donna homage is a must-watch for lovers of jewelry and music alike.

The marketing and content teams at Digital Dogs Content and Media, the Mumbai based content and technology firm behind the brand, wanted to delve into something inventive which is why they’ve roped in creators and artists to celebrate this project. EPR who is based in the East and is known for being “Big Daddy Kane reppin’ Chanditala Lane” is a lyrical force known for hits such as Ekla Chalo Re, representing the grittier music aesthetics of Kolkata on a national level. In juxtaposition, Iman is the honeyed voice of the nation with a National Award under her belt and one of the most recognizable faces of musical genius from the East. A mentor, guru, actor and singer, she represents the siren call of the Bella Donna while EPR is the Beast from the East who spits out the golden truth of the treasure.