Rajshri Entertainment has signed up with Believe Digital for distributing and marketing Rajshri's music catalogue across various International digital platforms like iTunes, Spotify, Pandora, eMusic and others. Last month, Believe Digital had signed a distribution deal with Saregama, one of India’s largest music labels. On the face of it, the deal with Rajshri didn't appear to be anything new: Rajshri's music catalog was already being distributed across multiple platforms, so we contacted Rajjat Barjatya, MD and CEO of Rajshri Media to understand why they're now distributing music through Believe Digital. Note that Rajshri's music catalogue primarily includes non-film music across multiple genres like English music, spiritual and devotional music, kids’ music and Indian folk songs. In March this year, it said that it will focus on independent music in three verticals - Devotional & spiritual (Rajshri Soul), Nursery Rhymes & Kids Songs (Rajshri Kids) and English music (Nine One Records). Nine One Records is Rajshri's entry into the Electronics Dance Music (EDM) genre, and will target an international market. Barjatya had mentioned in an interview to Soundbox that they are looking to sign up four to six performers a year. Speaking with MediaNama on the Believe Digital partnership, Barjatya outlined his approach to music content, and the rationale behind the Believe Digital partnership: "We're thinking a little differently in terms of taking our content to an audience beyond the Indian diaspora. We want to produce globally relevant content from India. My Japanese language channel on Indian food (Indono Daidokoro) is a step in that direction too. We feel that when you have platforms…
