Mumbai: Desi Hits!, a multi-platform media company specializing in fusion entertainment, has signed a partnership with Warner Music Group (WMG) to give the music company’s artists an introduction to desi and Bollywood fans. WMG is home to artists including James Blunt, Jason Mraz, and T.I. amongst others.
As part of the agreement, WMG will work with Desi Hits! and key brand partners to develop exclusive and original short form videos to be distributed through the Desi Hits! network. These videos will showcase each artist experiencing desi culture through cuisine, fashion and Bollywood in a series of videos, performances and interviews. Additionally, each artist will have their music available as a podcast on where artists from all over the world are featured.
Desi Hits! CEO Anjula Acharia-Bath said, "As one of the most prominent forces in the business world, a growing economy and the second largest mobile market in the world, 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. As Bollywood [ http://www.desihits.com/channel/bollywood] continues to become an international phenomenon, Desi Hits! is defining the future of Desi Pop Culture by fusing the best of East and West."
WMG chairman and CEO Edgar Bronfman, Jr. added, "We are pleased to be working with Desi Hits! and its partners on this exciting new platform. 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."