As India’s music streaming market grows, so the western major labels continue to seek out partners to grow their foothold there. The latest example is Warner Music Group’s new distribution agreement with Sky Digital India, an aggregator of Punjabi music from more than 42 Indian labels, as well as running a collection of Punjabi music YouTube channels that collectively have more than 15 million subscribers.

WMG’s ADA division will now be distributing Sky Digital India’s catalogue elsewhere in the world, while Warner Music India will take it over in India.

“The Punjabi music scene is absolutely exploding at the moment and Sky Digital’s artists already have a huge fanbase in India.  We’re in a great position to help connect them with even more music fans both here and around the world,” said Warner Music India boss Jay Mehta.

WMG estimates that Sky Digital India has a 1% market share in India at the moment, but sees potential to grow that.

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Stuart Dredge

Music Ally's Head of Insight

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