MUMBAI: Sonu Niigaam for his latest US concert tour Explosion 2009, has partnered with software company Cinsay for content-to-commerce partnership to bring access to exclusive, never-before-seen performance, rehearsal and behind-the-scenes video footage, music videos and branded consumer products, including new clothing and merchandise line, in the US and elsewhere.

The footage and the merchandise line will be available at www.cinsay.com/sonu. The collaboration is facilitated by Music is Nirvana, a content aggregator of South Asian music and movies in the US. As part of its joint venture with Cinsay, Music Is Nirvana will bring on board more South Asian talent to create music portals and merchandising opportunities.

The Internet is clearly the future of entertainment, and I am very excited to be collaborating and working with such a progressive team as Cinsay,... said Sonu Niigaam  In addition to creating original content which will help my fans see me in different situations than they are used to, Cinsay and I are working together to create a line of apparel and merchandise which reflects my passion for performing  I hope fans around the world will enjoy these new designs,... adds the singer.

Cinsay President and CEO Matthew Papish added, The time has come for a huge explosion of Bollywood. Entertainment and merchandise to hit the US, thanks to the success of films like �Slumdog Millionaire,' and stars like Sonu already have tremendous fan bases throughout the world. We are pleased to be working with Sonu to help bring his talent and passion to existing fans, as well as an entirely new audience through Cinsay's hugly popular enterprise software platform content-to-commerce... and vast digital network....

Music Is Nivana CEO Nick Rajsakha said, We are very committed to promoting South Asian talent on various platforms across America. With our partnership with Cinsay, we are very excited to promote Sonu's merchandise and content and plan to sign on more leading artists....

Sonu Niigaam recently launched his US concert tour, Explosion 2009, with performances at Washington, DC's Patriot Center and the Special Events Center in Garland (Dallas), TX. The newly-designed merchandise will be available at each venue.