Warner Music has announced details of a partnership with Ziiki Media, as its expansion into the Indian music market continues.
With a client base including Daler Mehndi, Jasmine Sandlas and J Star, Ziiki Media is a distributor and production house specialising in the Punjabi scene. It has more than 15 million subscribers in India across its 110 YouTube channels.
Ziiki Media’s Indian repertoire will now be licensed to ADA and Warner Music India, which opened in March.
Alfonso Perez-Soto, EVP, Eastern Europe, Middle East, India and Africa, Warner Music, said: “This is a partnership that will further boost our presence in India. We’ve got a strategy to engage with a wide range of artists and genres in India, and ramping up our presence in Punjabi music is central to that approach.”
We’ve got a strategy to engage with a wide range of artists and genres in India
Alfonso Perez-Soto
Arun Nagar, CEO & managing director, Ziiki Media, said: “I’m so excited to be working with Warner Music and ADA. This deal will enable us to ramp up our presence in Punjabi music – discovering and signing more acts, creating more audiovisual content and getting more amazing music to fans. The appetite for Punjabi repertoire is huge, not just across India, but also around the world. This partnership also gives us the opportunity to explore interesting collaborations between our artists and Warner Music’s international talent pool.”
Eliah Seton, president, independent music and creator services, Warner Music, commented: “The ADA team is super excited about this deal. Punjabi music is a thriving scene that’s been growing organically across India and beyond, and we can turbocharge that growth. We want to be the first choice for Punjabi acts who want to reach a global audience.”
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