MUMBAI: A new music label, floated by the producers of the soon-to-be-released film 'Fredrick' has entered the market to capitalise on the increasing digital consumption of film music.

Christened Evana Entertainment, the label's first property is 'Fredrick', which it has already launched on all digital platforms including streaming sites Gaana and Saavn. The response to the songs from the psychological thriller has been overwhelming from territories like the US and the UK, apart from a surprisingly large number of downloads from the country's hinterland as well, says the film's composer Sunjoy Bose.

Bose debuted as film composer with the 2016 film 'Club Dancer'. The film's music rights were snapped up by Zee Music. This time round, however, the makers appear to have confidence in the soundtrack which comprises songs that 'fill up spaces that justify the multi layered film', according to Bose.

Singers including KK, Shaan and Sunidhi Chauhan have lent their voices to the tracks. New talent like Deepali Sathe, Ryan Victor and Rimi Dhar also feature on some of the songs. Some of the lyrics have been penned by the film's director Rajesh Butalia as well. The film stars Avinash Dhyani, Tulna Butalia, Prashant Narayanan and Anna Ador. The film will release on 27 May 2016.

Will Evana Entertainment be able to replicate the YRF or Tips model when it comes to cashing in on in-house films' music rights? Time should tell.