Warner Music India has signed an exclusive distribution agreement with Sky Digital India. Distribution of Sky Digital’s repertoire outside India will be handled by ADA, Warner’s independent artist label services division.
Sky Digital India is home to some of the country’s biggest Punjabi music stars like Jaani, B Praak, Mankirt Aulakh, Gippy Grewal, Sunanda Sharma, Sidhu Moosewala, Happy Raikoti and others.
Sky Digital also manages premium Punjabi content-based YouTube channels with more than 15 million subscribers and recently the company aggregated release from more than 42 Punjabi labels, where they are mainly focusing on the Hindi Labels, along with some regional channels like Haryanvi and Bhojpuri music. After Punjabi these are the two fastest-growing regional languages in India.
This deal will see Warner Music India help to grow Sky Digital’s market share in India, Currently estimated at around 1% nationally, by establishing a presence for its artists and distributed label content on additional digital music services.
Jay Mehta, Managing Director, Warner Music India, issued the statement:
“The Punjabi music scene is absolutely exploding at the moment and Sky Digital’s artists already have a huge fanbase in India. We’re in a great position to help connect them with even more music fans both here and around the world. This deal is a key milestone in the development of Warner Music’s presence in India.”(Sic)
Where on the other side Eliah Seton, President, Independent Music and Creator Services, Warner Music, said:
“There’s increasing interest in Punjabi music globally, ignited by diaspora communities in countries such as the US and Canada who’ve helped introduce it to a wider audience.”
“ADA is proud to represent Sky Digital India’s amazing catalog to a worldwide audience.”
At last Sky Digital, MD Gurkaran Dhaliwal said:
“It is highly exhilarating for Sky Digital to be in partnership with Warner Music. We’re excited about the possibilities for our entire region of North India to engage in the worldwide music industry. Through this deal with Warner Music, and the indomitable strength and scale that this region carries, we can expand together and achieve great success.”
We all know that modern Punjabi music has its roots in the 1980s, as artists switched from playing folk instruments to harnessing modern production techniques. Where the Bhangra Sounds are most popularly used in Bollywood movies and getting popularity across India, on other side artists in the Punjabi diaspora in countries such as Canada, the UK, and the US started to blend in other influences from hip-hop, R&B, and reggae with Bhangra beats.