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News |  25 May 2010 18:23 |  By harpreetkhokhar

I Hate Luv Storys' music leak won't impact, says Sony Music

MUMBAI: Piracy is a global phenomenon and music industries across the globe are fighting hard to combat it.  

Recently, there were reports of Sony Music's forthcoming film I Hate Luv Storys' music being leaked out. Clarifying Sony's side of the controversy, Sony Music marketing director Sanujeet Bhujabal replies, "The music of I Hate Luv Storys' was released on Friday 21 May across Mobile Platforms and Radio. On sites like iTunes and Amazon, the music was uploaded on Saturday 22 May. The physical CDs are in all major stores since 25 May morning. Globally, we follow a staggered release where music is available on different platforms on different dates."

The label also added that the leak will not affect the sale of the music. Bhujabal added, "The music went up on an unofficial site on the night of Sunday the 23rd, hence the so-called �leak' of music doesn't impact us in any way at all. We are just very glad the response to music has been phenomenal and it's being touted by the trade and our other partners and associates as one of the biggest soundtracks of the year."

Talking of the marketing and promotions of the film Bhujabal elucidates, "The tone of the movie and the soundtrack is very young, cool and very today. The marketing involves traditional and non-traditional marketing promotions. Apart from the heavy promotions across tv, radio, web and Pr, we will take some innovative in-store promotional initiatives. On music channels and radio, you will see some programming innovations around the core of the movie which caters to the target segment which is predominantly the youth."

Elaborating on how music labels can fight to control piracy, Bhujabal says, "As a company, we take all the care we can to avoid and counter piracy through our systems and processes which are tested and followed by us globally. As an industry body, IMI (Indian Music Industry, which is a body of major labels like Sony Music, Saregama, Tips, Venus, Times Music and more) conducts anti-piracy raids all over the country but we feel in addition to our efforts we need intervention from the Government to make piracy a serious offense and also possibly to bring in some changes in the law to counter piracy."

Send in your comments to: harpreet.khokhar@indiantelevision.co.in

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