Los Angeles-based record label D36 announces a global joint venture with Sony Music Entertainment (SME). Formed in 2021, D36 provides a platform to aspiring musicians from South Asia and its diaspora. Most recently, the label released a remix of Pakistani indie act AUR's breakout hit "Tu Hai Kahan" (feat. ZAYN), which now has over 400 million plays and counting across all streaming platforms between the original song and remix.
The global joint venture will allow D36 and SME to combine the strengths of both companies, fostering collaborations between artists, expanding the reach of South Asian artists in the US as well as helping break South Asian diaspora artists in key markets outside the US. The new partnership will enable acts of South Asian heritage to cultivate a worldwide fanbase, better connect diasporic audiences with talent in South Asia, and accelerate the community's visibility in international markets, including in America.
“Our community – globally – is home to some of the most unique, exciting, and innovative music in the world” shares Abhi Kanakadandila, CEO of D36. “This new partnership with Sony Music Entertainment allows us to meaningfully support artistry agnostic of geography and provide an infrastructure that can operate seamlessly across borders. The talent & fandom that exists across the several new waves of South Asian music is enormous. Our goal here is to lay the foundation for the same success that we’ve seen with music from other territories on the global landscape.”
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