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Warner Music Makes a Play for India’s Regional Music Market

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Warner Music announced an exclusive deal with Sky Digital India

with Bollywood label Tips Music and a licensing agreement with Punjabi music aggregator Ziiki Media, which were announced in May and October 2020, respectively.

Among the recent big Punjabi hits distributed by Sky Digital are “Vail” by Mankirt Aulakh and “Bambiha Bole” by Sidhu Moosewala and Amrit Maan, both of which hit No.1 on YouTube’s India Top Music Videos chart last year. Still, Sky Digital’s share of the national audio streaming market is estimated to be only around 1%. That’s because many regional music language labels only release content on YouTube.

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