Sony Music Entertainment (SME) has entered a global joint venture with D36, a Los Angeles-based record label launched in 2021. D36 aims to elevate emerging musicians from South Asia and its diaspora.
One of D36’s notable releases is a remix of Pakistani indie band AUR’s hit “Tu Hai Kahan” featuring ZAYN, which has surpassed 400 million streams across various platforms, including the original and the remix versions.
This collaboration will merge the capabilities of both SME and D36, fostering artist partnerships and enhancing the presence of South Asian musicians in the US and other key international markets. The initiative aims to help South Asian diaspora artists gain traction globally and build a substantial international fanbase.
Shridhar Subramaniam, President of Sony Music Entertainment Asia and Middle East, stated, “Our alliance with D36 is about more than just global exposure for South Asian artists. We’re pioneering cultural exchange and deepening the connection between artists and their heritage. The South Asian music industry is gaining significant global attention, driven by the demand for diverse music experiences.”
He added, “D36 has a solid history of discovering and nurturing exceptional South Asian talent. By joining forces, we can act as a vital link, offering these talented artists the global opportunities they deserve, enriching the international music scene.”
D36 CEO Abhi Kanakadandila remarked, “Our global community is home to some of the most unique and innovative music. Partnering with Sony Music Entertainment allows us to support artists beyond geographical boundaries and provide a seamless international infrastructure.”
Kanakadandila emphasized the vast talent and fanbase within the South Asian music scene, aiming to replicate the success seen by artists from other regions on the global stage.
The venture will be supported by D36’s general manager and co-founder Abdullah Ahmad, who has a track record of guiding the careers of artists like Young Thug, Kevin Gates, and Jelani Aryeh before joining D36. Ahmad’s expertise will be instrumental in expanding the company’s success through this new partnership.
Vinit Thakkar, Managing Director of Sony Music Entertainment India, noted, “The South Asian music market is rapidly becoming a global powerhouse. Our deep understanding of the local music scene and market strength positions us to empower local artists and bridge their exceptional talent with a worldwide audience.”
This collaboration between SME and D36 is set to significantly enhance the visibility and influence of South Asian music across the globe.
