Believe, a digital music company, has acquired the premium Punjabi music catalog of White Hill Music (WHM). This move underscores Believe’s commitment to collaborative partnerships for local label and artist development, solidifying its position as a strategic ally for emerging local labels.
The acquisition stems from a longstanding collaboration between Believe and White Hill Music, a renowned music and film production studio in India. Since 2017, Believe has played a pivotal role in digitizing WHM’s catalog, fostering the growth of its roster across digital platforms. Several artists from WHM’s catalog, including Happy Raikoti and Maninder Buttar, have joined Believe Artist Services.
Believe now holds WHM’s catalog, encompassing tracks from artists in Northern India like Maninder Buttar, Gurnam Bhullar, Ninja, Nimrat Khaira, and others, each boasting millions of listeners on platforms like YouTube and Spotify. Additionally, Believe acquires WHM’s YouTube channel with an extensive 23.4 million subscriber base, to promote both the existing and new artists under Believe Artist Services.
Operating in India since 2013, Believe has emerged as a key player in the music industry. Its strategic investments include acquiring Venus Music in 2019, now Ishtar, with an extensive collection of original Bollywood soundtracks, and Think Music in 2021, a leading provider of original Tamil soundtracks.
Vivek Raina, Managing Director of Believe India, said: “Punjabi music is not only the second largest Indian genre in terms of market share in India, but it is one of the most popular Indian genre internationally, with artists like Maninder Buttar or Gurnam Bhullar reaching audiences all around the world thanks to the vast Indian diaspora. It’s been a massive honor to accompany the growth and digitalization of White Hill Music’s fantastic roster and catalogue since 2017 and I’m now thrilled to see them join the Believe family for this new page of our common history!”