Indian streaming service JioSaavn is launching a new scheme offering direct distribution to emerging, unsigned artists. It’s part of its existing ‘Artist Originals’ initiative, and is called ‘Amplify‘.
Update: the name has since been changed to ‘AO Labs’.
It will encourage musicians to submit their demos to JioSaavn’s A&R team, based in Mumbai and New York. Artists chosen by the team will get upfront payments, marketing support and analytics tools, while their music will also be distributed beyond JioSaavn, globally, courtesy of the company’s partnership with The Orchard.
“This program intends to find and provide a platform for the next generation of independent artists,” said Artist Originals director of A&R Hiba Irshad in a statement.
Five tracks are being released this week to kick things off: from artists Burrah, Trishes, Abhilash Gupta, Arjun Tikadar and Siddhant Kochar.
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