Distributor Believe has rebranded Bollywood label Venus Music, which it acquired in 2019 along with two other Indian companies, live production firm Entco Music and artist management agency Canvas Talent.

Venus Music will henceforth be known as Ishtar, which Believe India managing director Vivek Raina says “will evolve the service offerings through new content creation, independent artist association, promotions across television and media, music distribution and other media in India and overseas markets”.

The first piece of new content from Ishtar is technically a recreation, a reworking of popular 1990s Hindi film ballad ‘Mera Dil Bhi Kitna Pagal Hai’ (translation: How Mad Is My Heart) from the soundtrack of 1991 romcom ‘Saajan’ (Beloved), one of the several smash soundtracks released by Venus Music during the decade.

If we were to judge a label by its first single, then we might expect Ishtar to follow trends rather than break them. The practice of remaking older hits for today’s audiences has been prominent in India for about half a decade, while the employment of TV actors, in this case soap hero Shaheer Sheikh, to star in the videos of “non-film” songs has been standard-issue for at least a couple of years now.

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