MUMBAI: Sony Music through its association with X factor will manage the top 12 finalists across all fields of promotions, live performances, events, shows, international concert and more for a period of two years.

Sony Music Entertainment India marketing director Sanujeet Bhujabal said, X factor is an exciting music show format that offers distinctive and breakthrough entertainment. We are excited to be able to manage the final 12 contestants and hope to open the big world of music entertainment to them....

SET senior EVP and business head Sneha Rajani said, I have no doubt  X Factor India will find winners worthy of international acclaim and career longevity, and believing in Sony's worldwide effort and expertise in managing talent, the contestants' potential can be unlimited....

X Factor has started with auditions in Ahmedabad, Kolkata, Lucknow, Indore and Mumbai.