MUMBAI: Strengthening its foothold in the regional music market, Sony Music Entertainment has signed Punjabi rapper Bohemia under its artist management program.

With this association, Sony Music will take care of Bohemia's music albums, launches and shows. Sony Music entered Punjab through music licensing & repertoire development agreement with music label, Audio Touch and has worked with numerous artistes since then.

The music label aims to develop Punjabi artiste roster by setting up a dedicated team. The team will work on managing artistes and their work, exploring publishing, live music and branding opportunities.

Sony Music marketing director Sanujeet Bhujabal said, “We take great pride in signing Bohemia. His hard work and creativity has made Punjabi rap into a sought after career. Many artistes consider him as their biggest inspiration. His innovative blend of American hip hop and desi culture has changed the music scene. We hope to nurture and promote his music as we realize that he has great potential which is yet to be unleashed.”

Bohemia said, “I am very thrilled about my association with Sony Music, their expertise will definitely help me. My fans will witness a generation X type of music and they are in for a surprise.”

Bohemia achieved success in 2004 with his debut album ‘Vich Pardesan De’. He has rendered and produced music for bollywood films like Chandni Chowk to China, 8x10 Tasveer, Speedy Singhs and Desi Boyz. He is also the only rapper to have been invited to the Coke Studio MTV Karachi for their season five episode.