rajshri-believe-digitalRajshri 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 like YouTube and iTunes, which reach out to audiences across the world, you have to produce music that lends itself to reaching out worldwide.”

The platforms that Rajshri is reaching out to remain more or less the same, but the difference, he said, is in the platform: “Believe has much better analytics. We have far more data on how our content will do in the future. They say they will place our content well, and also give it a required push on social media. They will help us positioning of our content – with presentation and packaging, and digital compilations. I can offer my content as an album, or as a single, or as compilations. One piece of content I upload can go into multiple digital compilations. with the click of a button. It’s a pretty strong back-end. It allows for a lot of flexibility, packaging and repackaging, and they’re helping us with the presentation of Indian content for a much wider audience. It’s content which is made in India but made for the world.”

The deal period or the terms of this partnership were not disclosed.

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