MUMBAI: BIG Music and Home Entertainment launched the music of Sriram Raghvan’s Johnny Gaddar. An innovation promotional initiative of a ‘singles’ mini disc featuring only the title track of the film was released by actor Dharmendra.

The complete album, comprising four original soundtracks and remixes, will release on 5 September. What’s more, the album will also release in separate Tamil and Telegu versions comprising two songs each. Besides, the Hindi version will contain Tamil and Telegu as bonus tracks. The music is likely to cut across language and cultural boundaries, hence the different versions for music listeners.

Also present at the launch of the film were music producers of the film Shankar Ehsaan and Loy.

Commenting on this marketing initiative, BIG Music and Home Entertainment CEO Kulmeet Makkar says, “We planned this unique marketing initiative to gradually generate buzz around the film. With Shankar Mahadevan’s popularity in South India, we are hoping the Tamil and Telegu version also to be a hit.”

It is with Johnny Gaddar that music directors Shankar Ehsaan and Loy turn music producers. The composers stepped in after the film was nearing completion. They have not charged any fee for composing music; rather they have a minimum guarantee (MG) right on the music sales across all platforms of music distribution.

“Being music producers definitely motivates you more, because you know that you own the product. Till date we have had to seek permission to recreate our own song, but now we are owners of the product,” said the musical trio.