Film composer AR Rahman makes his directorial debut with multi-sensory film THE MUSK, NA Premiere at Infinity Festival HLWD

The new film integrates scent into a unique cinematic sensory experience, premiering exclusively in North America at Infinity Festival Hollywood, November 2-5, 2022

Motion, music, and scent embedded in the narrative make for an unprecedented immersive cinematic VR experience in a way you’ve never experienced before.

— Ravindra Velhal, Global Content Technologist at Intel / Co-producer

HOLLYWOOD, California, U.S., Oct. 26, 2022 / — Internationally award-winning music composer, record producer, singer and songwriter AR Rahman (Slumdog Millionaire) adds director and creator to his long list of accomplishments. In November, the Oscar, BAFTA and Grammy-winning composer will make his directorial debut – the multi-sensory virtual reality film, THE MUSK – at the 2022 Infinity Festival Hollywood, where the film will its debut in North America. Designed, scripted and directed by Rahman, Le Musk can ONLY be experienced in VR motion chairs specially designed for the film, which combine virtual reality, with movement, music, scent and haptics.

On November 3, Rahman will lead a panel discussion on the making of the film with Ravi Velhal (Global Content Strategist, INTEL and Co-Producer) and Lori H. Schwartz (Chief Strategy Officer and Chief Curator), Infinity Festival Hollywood – www. at Goya Studios (1541 N Cahuenga Blvd. in Hollywood), from 4:00 p.m. to 5:00 p.m. Following the panel at 5:15 p.m., there will be an invitation-only private press screening of Le Musk at 6565 Sunset Boulevard (a 6-minute walk from Goya Studios).

Members of the press can RSVP for the November 3 private screening at [email protected] Special viewing times during other Infinity Festival days can also be arranged for press and film industry personalities by contacting the same email.

Limited screenings of Le Musk will be available to Infinity Festival attendees for the duration of the Festival, i.e. November 2-5, 12:00-7:00 p.m. (last screening at 6:00 p.m.).

The world premiere of Le Musk took place at Cannes XR, as part of the sold-out 75th Cannes Film Festival. Ravindra Velhal Global Content Technologist at Intel and co-producer said, “The Musk is a brave new frontier in immersive cinema, forging new paths in art and technology, merging mediums and cultures from around the world. Imagined with Intel and its partners, the immersive storyteller AR Rahman, the creative genius behind the film, combines cutting-edge technology with a story to push the boundaries of immersive cinema. Motion, music, and scent embedded in the narrative make for an unprecedented immersive cinematic VR experience in a way you’ve never experienced before.

Inspired by his shared love of perfume with his wife, Rahman conceptualized the use of perfume as a narrative device and envisioned “creating a feature-length VR cinema experience that pushes the boundaries of storytelling and incorporates multiple senses”.

The story revolves around an orphan heiress, Juliette Merdinian played by award-winning French actress Nora Arnezeder (Army of the Dead and Safe House), a musician, who is on the trail of three mysterious men with distinct flavors. The cast also includes Guy Burnet (“Oppenheimer”), Munirih Grace (“Pure”) and Mariam Zohrabyan.

The film was produced by ARR Studios in partnership with Ideal Entertainment and Intel as co-producers and Thenandal Studio and Palani Andavar Holdings as associate producers. Rahman scored The Musk and Screenplay of Gurachi Phoenix.

Beginning November 6, tickets will be available online to the general public at

AR Rahman is an Indian composer, singer-songwriter, music producer, musician, multi-instrumentalist and philanthropist. One of the best-selling artists in the world, he has to his credit two Oscars, two Grammy Awards, a BAFTA Award, a Golden Globe, four National Film Awards, thirty-two Filmfare Awards in addition to numerous other awards and nominations.

His contribution to the global music industry is unparalleled and some of his best known films include the iconic Slumdog Millionaire (2008), 127 Hours (2010), Pele (2016), Rang De Basanti (2006), Dil Se… (1998) and Roja (1992), among others.

With work spanning India’s various film industries, international cinema and theatre, Rahman has been particularly praised for integrating Eastern classical music with contemporary Western sounds. Symphonic orchestral themes accompanied his scores, with layers that fuse Carnatic music, Western classical music, Hindustani music and Qawwali, sometimes employing leitmotifs.

Last year, Rahman made his foray into filmmaking with two projects – 99 Songs, a film he produced and co-wrote and his VR film, The Musk. Premiering at CannesXR during the 75th Cannes Film Festival, Sensory Cinema is the brave new frontier pushing the boundaries of immersive cinema.

During his career Rahman has collaborated with several international artists such as Bono, Hans Zimmer, Dido and Sami Yusuf including starting a band called Super Heavy with Mick Jagger and others. Rahman has been recognized for his seminal contributions to music with over half a dozen doctorates from various prestigious educational centers including Berklee College of Music (2014).

He recently co-founded the Firdaus Orchestra with Dubai Expo 2020, an all-female ensemble of talent from across the Arab world, and worked on a musical with BAFTA-winning filmmaker Shekhar Kapur for the world’s largest projection dome, the Al Wasl.

Mr. Rahman is an outstanding humanitarian and philanthropist, donating and raising funds for beneficial causes and supporting charities. He also founded the KM Music Conservatory in 2008 to develop Western and Hindustani music in India.

Infinity Festival Hollywood is an annual multi-day event that celebrates “HISTORY ENABLED BY TECHNOLOGY”. Since 2018, Infinity Festival has become the first and only event that unites the talent behind Hollywood storytelling with the power of Silicon Valley technology. IF hosts keynotes, panels, presentations, showcases, demonstrations and screenings of exclusive content created by and for the latest technologies. Infinity Festival showcases the latest: Metaverse, Web3, AI, XR, OTT, Film, TV, Audio, Animation, Music, 5G, Games, NFT, Fine Art and more with top talent from each of these industries.

Beatrice Kimmel
+1 917-848-0919
[email protected]

Promotional video for the North American premiere of Le Musk on November 3, 2022 at Infinity Festival Hollywood

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