Warner Music Group has pacted with Desi Hits! to promote Western artists including James Blunt, Jason Mraz and rapper T.I. to Indian audiences.
Desi Hits! and key brand partners will develop exclusive videos to be distributed through the company’s multimedia platforms.
In a music market dominated by Bollywood soundtracks and where Western acts are marginal, the videos will each feature an artist experiencing desi (which means native in Hindi) through cuisine, fashion and Bollywood in a series of videos, performances and interviews. Additionally, each artist will have his music available as a podcast on iTunes.
“By bringing our artists to South Asia and Bollywood through a number of different channels, we are creating cross-cultural alliances to reach an increasingly important demographic of consumers,” said WMG topper Edgar J. Bronfman.
“Never has there been a more economically viable time to enter India and the South Asian diaspora with its burgeoning middle class and an affinity to western culture and trends,” said Anjula Acharia-Bath, CEO of Desi Hits!