Warner Music India (WMI) has formed a strategic partnership with Sid Sriram, an artist known for blending genres and pushing musical boundaries. This collaboration extends beyond music releases, incorporating artist management, live performances, brand collaborations, and initiatives focused on non-film Indian-language music. The partnership aims to support Sid Sriram’s artistic vision while also providing a platform for emerging talent.
The first release under this collaboration is Sivanar, a devotional track dedicated to Lord Murugar. Set for release on April 3rd, the song—produced, arranged, and performed by Sid Sriram—features lyrics from the 14th-century saint-poet Arunagirinathar’s Thiruppugazh. The music video, filmed at the Batu Caves Murugan Temple in Kuala Lumpur during the Thaipusam festival, adds a visual layer to the project. Sivanar has been a key part of Sid Sriram’s recent live performances, including his set at Coachella, where he closed with the piece as a tribute to his heritage.
Sid Sriram shared his thoughts on the collaboration:
“This collaboration with Warner Music India marks an important new chapter in my musical journey. From the very beginning, my relationship with music has been about understanding and drawing from my roots, and using this as a way to boundlessly imagine new musical futures. It’s deeply meaningful that our first release under this partnership is Sivanar. My mother and guru, Latha Sriram, taught me this song when I was 10. It’s been a part of me for so long; beginning this next phase of my artistry with Sivanar feels auspicious. Beyond my own music, this partnership with Warner Music India will allow us to create and nurture a space for new and innovative sounds. Together, we aim to discover and cultivate exceptional talent, bringing fresh and unique musical voices to the world.”
Jay Mehta, Managing Director of Warner Music India & SAARC, added:
“Sid Sriram is one of the most transformative voices of our time. His ability to seamlessly blend classical depth with contemporary appeal is unparalleled. At Warner Music India, we’re excited to partner with Sid to leverage his global potential and to explore new avenues across live experiences, brand collaborations, and business ventures that bring his fans together in more meaningful ways.”
Sid Sriram has built a strong presence in the industry with his multilingual repertoire, accumulating millions of streams with songs like Kumkumala (Brahmāstra), Srivalli (Pushpa: The Rise), Adiye (Kadal), Kannaana Kanney (Viswasam), and Ennodu Nee Irundhaal (I).
His recent performances, including Coachella 2024 and NPR’s Tiny Desk Concert, have highlighted his ability to merge Carnatic traditions with contemporary sounds. His Coachella set featured a rendition of Thiruppugazh, blending his classical roots with modern musical elements. His Tiny Desk performance showcased a mix of R&B, soul, and Americana with Carnatic music, reflecting his approach to cross-genre experimentation.
This partnership between Warner Music India and Sid Sriram signals an effort to explore new creative directions while also fostering emerging musical talent.
