Believe enters the Bollywood OST market with exclusive distribution deal

Believe, a global digital music company, has announced an exclusive music distribution deal with Panorama Music, an Indian music company behind popular Bollywood movies such as Omkara, Pyaar Ka Punchnama franchise, Raid, and Drishyam franchise, to name a few. 

This deal signifies a new stage in Believe India’s history as it accelerates its expansion into the new Bollywood Original Soundtrack market, which represents the country’s largest music segment.

Under the deal, Believe’s Label and Artist Solutions will be the exclusive distributors for all of Panorama Music’s content, including Hindi Film Music, Hindi Independent Music, and Regional Music. The two companies will collaborate to provide global distribution support for Panorama’s catalog and future releases, a move that will strengthen the independent music scene as Bollywood producers look to retain music rights.

Speaking of the partnership, Vinay Guwalani, Director, Label and Artist Solutions – Believe India, stated, “We are thrilled for this landmark partnership with Panorama Music, where Believe will be the partner for all releases under Panorama Music.” He added, “Our vision is to fully support Panorama Music, and we are always open to finding and collaborating with future-oriented artists and labels.”

Panorama Music was founded by Kumar Mangat Pathak, a prominent name in India’s music and entertainment industry. Pathak, who is also the Chairman of Panorama Studios, has made a bold move in entering the independent music scene with the launch of “Drishyam 2”. The recent release of the film’s soundtrack marks the first example of this collaboration.

Kumar Mangat Pathak expressed his thoughts on this partnership, stating, “We are fortunate to have a partner like Mr. Ajay Devgn who has consistently supported us since our inception and entrusted us with his directorial Runway 34 as the first Bollywood OST with the label. The music of Drishyam 2 set the right tone for the film with Devi Sri Prasad’s unique sound on the trailer and the songs. With this partnership with Believe and their expertise in digital distribution, we are set to take our music content global and look forward to setting newer benchmarks.”

Believe has been focusing on developing a strong network of regional labels and independent artists in India since its launch in 2013. Its Label and Artist Solutions business has been instrumental in acquiring key players in the Tamil independent music scene, such as Think Music in 2021 and Venus in 2019 (renamed Ishtar in 2021). 

This strategy has allowed Believe to successfully capture the Indian regional market and put its unique digital expertise and values of transparency, fairness, and equity at the service of local artists, labels, and movie production houses at all stages of their development across independent music, non-film, and music film.

Vivek Raina, Managing Director of Believe India, shared his thoughts on the growth of India’s independent music scene, stating, “It’s been fascinating to see, and accompany, the growth of India’s independent music scene over the last few years. So much so that it has started to gain market share from OSTs, and I’m convinced that this evolution will stabilize in the next few years to allow a co-existence of OST and independent music segments, both having a strong market share. Our partnership with Panorama Music certainly constitutes an exciting step towards this direction.”

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