Warner Music has partnered with Ziiki Media, a music aggregator, distributor, and production house that specialises in Punjabi music, distributing music from local stars including Daler Mehndi, Jasmine Sandlas and J Star.
The deal will see Ziiki’s Indian repertoire licensed to Warner Music’s ADA division and the newly launched Warner Music India, which opened for business in March.
Alfonso Perez-Soto, EVP, Eastern Europe, Middle East, India and Africa, Warner Music, says,
“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.”
Ziiki has an online following with 110 sub-channels on YouTube, attracting over 15 million subscribers in India alone. This move is expected to further expand Warner Music’s presence in India.
Arun Nagar, CEO & Managing Director, Ziiki Media, adds,
“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.”
Punjabi music is popular across the subcontinent, not just with the 125 million Punjabi speakers in India and Pakistan. It’s also had an international impact, not least among the sizable Punjabi diaspora in Canada of some 700,000 people, and significant communities in Australia, the UK, and the USA.
Warner Music launched its India operations recently and appointed Jay Mehta as the Managing Director, India, and SAARC.