Warner Music India Expands Partnership with Sky Digital India

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Warner Music India

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Photo Credit: Alfonso Perez-Soto and Jay Mehta / WMG

Warner Music India has expanded its partnership with leading Punjabi music consortium Sky Digital to further expand their partnership and co-develop a roster.

Warner Music India has signed a joint venture deal with Sky Digital, a leading Punjabi music content aggregator in India, to expand their partnership significantly. The companies formed a strategic partnership in 2021 but have now entered a new phase of collaboration to co-develop and manage a roster.

Some of the biggest Punjabi musicians in India already call Sky Digital India home, including Bir, Harnoor, Kaka, Mankirt Aulakh, Navan Sandhu, and Sunanda Sharma. The company manages premium Punjabi content-based YouTube channels with over 50 million subscribers. They also aggregate releases from 50+ Punjabi labels and two leading mainstream independent Hindi labels.

“This is a strategic partnership with a hybrid model that enables us to help develop artists’ careers directly,” says Alfonso Perez-Soto, President of Emerging Markets and Recorded Music at WMG. “This approach will be hugely beneficial to Sky Digital’s artists who have the potential to be truly global stars. It’s also part of our mission to take culturally vibrant Punjabi music to a worldwide audience.”

“The popularity of Punjabi music around the world has soared in recent years, amplified by a widespread diaspora and starting to cross over into the mainstream in several markets. This partnership creates a great platform for more artists to take their music global and have Punjabi music dominate global charts,” adds Jay Mehta, Managing Director at Warner Music India.

“This deal takes our collaboration to a new and a more dynamic level. Our synergetic relationship with Warner Music Group has already helped us expand our market share in India and significantly graced our artists with popularity among a wider audience. This joint venture allows music and homegrown talent to scale zenith of success by becoming globally loved and acclaimed stars,” concludes Gurkaran Dhaliwal, Managing Director at Sky Digital India.