Warner Music India has signed an exclusive distribution deal with Sky Digital India — one of the country’s fastest-growing aggregators for Punjabi music.
Distribution of Sky Digital’s content outside of India will be managed by ADA — Warner’s independent artist and label services division, while Warner Music India will be responsible for distribution within the country, reports Music Business Worldwide.
Sky Digital India is home to Punjabi music stars including Jaani, B Praak, Mankirt Aulakh, Gippy Grewal, Sunanda Sharma, Sidhu Moosewala and Happy Raikoti and others.
Sky Digital also manages premium Punjabi content-based YouTube channels with more than 15 million subscribers, making it the third largest Punjabi YouTube channel collective, with top videos on the site accumulating over 500 million views.
The company currently aggregates releases from more than 42 Punjabi labels, two leading mainstream independent Hindi labels, and some top regional labels specialising in Haryanvi and Bhojpuri music – two of the fastest-growing regional languages in India after Punjabi.
The 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, adds Music Business Worldwide.
Eliah Seton, President of Independent Music and Creator Services at Warner Music, said that he was looking forward to the international prospects for the Punjabi music scene.
Seton was quoted saying: “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.” Adding “ADA is proud to represent Sky Digital India’s amazing catalogue to a worldwide audience.”
Jay Mehta, Managing Director, Warner Music India (pictured), said: “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.”
Gurkaran Dhaliwal, Managing Director, Sky Digital India, 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.”