In June we wrote about Indian electronic pop artist Ritviz’s deal with Instagram to premiere tracks from his upcoming album on Reels. It turns out that fell through, and he has tied up with a more conventional promotional platform to unveil the release.
Indian radio network Red FM is airing songs from ‘Baaraat’, his new collaborative set with bass producer Nucleya, in 39 “predominantly Hindi-driven” markets on the morning of the day of their release, a few hours before they’re out on streaming services.
The association has already yielded results. Last week, the first single, “Sathi”, hit the top 20 of India’s national radio airplay chart, something that rarely happens for songs not put out via labels.
Ritviz’s other big marketing push for his full-length debut has gone according to plan. Nucleya and he have thus far dropped 20 of over 60 NFTs they’re peddling on the WazirX marketplace this year, each of which comes with benefits like backstage access and VIP tickets to their gigs and meet and greets with either act.