| 25 Feb 2024
Believe Digital signed multi-year deal with Aditya Music

MUMBAI: Believe Digital has entered into a global distribution deal with regional label company Aditya Music with immediate effect. The label’s catalogue will be made available to all major online stores especially iTunes, Spotify, Amazon, Deezer, Pandora, and others.

In India, Believe Digital will only look after the distribution of iTunes India. The label company has a rich repertoire of Telugu, Tamil, and Kannada film songs together with Carnatic classical, devotional and folk songs.

Asia Believe Digital Sales Head Sylvain Delange said, "This partnership is another significant step towards the recognition that regional Indian music deserves on a global scale. Regional music like Telugu and Tamil are very important for any digital music platform and with Aditya Music, we will be able to cater to a large Telugu music loving audience and beyond".

Indian Sub Continent Believe Digital country manager Vivek Raina said, "Working on Indian regional music is a key strategy for Believe in India and worldwide, and this deal has strengthened our position in the regional space."

Raina confirmed that this deal will be different as compared to Believe Digital’s deal with India’s oldest label company- Saregama. "The approach will be different for Aditya Music as it is regional music. In the first few months, we will have to work very closely with all our stores to make the catalogue available across all of them. The next region after India to get traction for regional content will be the US, so we will concentrate on the stores there," he added. After the catalogue is made available in the US market, Believe Digital will move to Asia markets like Malaysia and Singapore.

Aditya Music (India) Pvt. Ltd music business head Aditya Gupta said, "We have very ambitious plans along with Believe to take music enjoyment to an unprecedented level through a whole array of initiatives. This tie-up shall result in a worldwide release across all major services benefitting everyone in the ecosystem – producers, artistes, and music stores and most importantly – the customer/ music lover. The deal is part of our aggressive plan to strengthen digitally."

In India, Believe Digital works with over 50 labels including Saregama, Rajshri, Think Music, Ultra, Video Palace, Simran Music Industries. Aditya Music is the latest signings for the company.