Warner Music India has struck a new deal with Sky Digital India. Sky Digital is a music content consortium and aggregator based in Punjab. Warner Music Group has now signed an exclusive distribution agreement with the label and will handle their repertoire going forward.
Warner Music India is headed by music executive Jay Mehta. He took on the managing director role in April last year. Mehta joins from Sony Music India, where he served as director of digital business.
Regional Music Rolling In The Big Bucks
Warner Music Group’s decision to capitalise on the Indian regional music makes a lot of sense. The most-watched music video in the world last week, per YouTube’s Global Top Music Videos chart, was “52 Gaj Ka Daman” by Renuka Panwar, a song in Haryanvi. The song gathered a total of 54.2 million views. It beat Disney star Olivia Rodrigo’s Spotify record-breaking track, “Drivers License,” which had 27.2 million views.
“The Punjabi music scene is absolutely exploding at the moment and Sky Digital’s artists already have a huge fan base in India”, says Jay Mehta, Managing Director of Warner Music 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”.
Warner Music Group’s ADA division will now be distributing Sky Digital India’s catalogue elsewhere in the world. Warner Music India will take it over in India.
A Land Of Opportunity
When Jay Mehta first joined Warner Music Group he said; “Music is a way of life here in India, a valuable pillar of our culture”. “There’s so much talent hungry for opportunity, and I’m looking forward to signing and serving a wide diversity of local artistry. India’s growing music audience will also benefit from this move, as we not only amplify our new rising stars, but Warner’s global superstars as well.”
Gurkaran Dhaliwal, Managing Director of Sky Digital India, adds: “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.
Sky Digital India aggregates the content of more than 40 record labels in India. WMG estimates that Sky Digital India has a 1% market share in India at the moment, but sees potential to grow that.
By: Aatira Kakroo