Desi Hits!, a portal targeting the South Asian diaspora, and music label Universal Music has signed actress Priyanka Chopra for her debut album. Chopra’s debut album will be in North America with Desi Hits through Interscope Records and internationally on Island Records UK. The album will be in English. This, according to the company, is the first major international signing for the Desi Hits Universal label, founded by Anjula Acharia-Bath in partnership with UMG in 2010.
DesiHits.com is a portal backed by Draper Fisher Jurvetson (DFJ), Trident Capital and the D.E. Shaw Group – it had raised $5 million in 2008, and $1 million in 2007, and focuses on fusion music, videos, general news and related content from Bollywood to Hollywood, with original streaming music/video shows.
DesiHits is among several sites that target the South Asian community – there are music focused sites like Saavn and Raaga, lifestyle portals like Republic of Brown, video portals like DesiYou, and e-commerce sites like Exclusively.in.
On a side note, and following up on TN Prabhu’s column on music aggregators in India – do you think any aggregator in India will ever risk becoming a music label?