Believe Digital is supposed to help the digital distribution of Saregama’s music catalogue across different languages and genres, in international markets especially with the Indian diaspora. Speaking to the publication, G. B. Aayeer, Director and CFO of Saregama said that this partnership will focus on more international markets for Saregama’s music and other monetization opportunities.
Started in 2004, Believe Digital claims to work closely with digital content platforms like iTunes, YouTube, DailyMotion, Google Play, among others. However, the platforms across which the company will distribute Saregama’s music are not known. In September 2013, Saregama had informed Medianama that the company will be coming up with a suite of new products in next six to eight months. This deal could also be a part of that plan.
Saregama’s recent moves to push digital: Saregama has been shifting on its digital distribution and strategy for a while now. In July 2013, Saregama inked a worldwide licensing agreement with the Home Entertainment Services division of Sony DADC (Sony Digital Audio Disc Corporation) for its physical business while Saregama focuses on the digital business.
Prior to that, Saregama had also appointed Avinash Mudaliar, co-founder and former Head of Gaana.com as the Head of Internet Products and Services in August 2013. It is worth noting that he had been instrumental in building two web based music streaming products from Web18′s In.com, as well as Gaana.com at Times Internet.
Earlier this week, Sony Music Entertainment India had signed a strategic worldwide deal to manage the digital assets (except YouTube) of all Bollywood releases from Zee Entertainment Enterprises Ltd’s recently launched music label Zee Music Company (ZMC)