| 23 May 2024
We are looking at giving superstars like Badshah, Honey Singh and Arijit Singh to the industry: Baljinder Mahant

MUMBAI: Going by its motto of promoting the music industry and connecting with its audiences, 9XM has launched yet another property in ‘9XM Stardum’. The music channel’s latest offering will be seen promoting musicians from different regions on a Bollywood platform – 9XM.

The team at 9XM will work on a Hindi song with these artistes and then air it on 9XM. However, they will not stop at this. They will also make these singers feel like celebrities by featuring them on 9XM ‘The Bakwaas Show’. Well known Bollywood faces have been interviewed on this show by 9XM’s animated characters and now the ‘9XM Stardum’ stars too will get to feature on it.

Talking about the latest property, 9XM and 9X Tashan cluster head for programming Baljinder Mahant said, “We will be featuring both new and existing artistes from various regions on ‘9XM Stardum’. The first ones to feature are composer-singer JSL and reality star Harshit Tomar. They have sung the party number ‘Daru On the House’.”

Mahant is looking at a 360 degree promotion of these songs. In fact, ‘Daru On The House’ witnessed a grand launch at Mumbai’s prominent night spot, Club Royalty with JSL Singh performing the song live.

Further, 9XM has partnered with other prominent night clubs across five cities. These clubs will play the song. Apart from these ‘Daru OnThe House’ will be promoted across 9XM’s digital and social media platforms. The song will also be made available on prominent Indian and International music stores like Saavn, Gaana, iTunes, Spotify, Amazon music, Shazam, Deezer across 240 territories.

“It is a very good step that 9XM has taken for independent artistes. The concept of independent artiste was missing a few years ago, but now it’s back,” said JSL.

The composer-singer also feels lucky to be the first singer to feature in ‘9XM Stardum’. “9XM is the biggest music channel in India and the biggest platform that I could have got. I am sure my song will rock,” said the ‘Kolaveri Punjabified’ hitmaker.

‘9XM Stardum’ will feature five to six artistes a year according to Mahant. “We are looking at giving superstars like Badshah, Honey Singh and Arijit Singh to the industry with ‘9XM Stardum’,” ended Mahant.