INDIA (CelebrityAccess) – Spotify has announced a new global content deal with T-Series, India’s leading music and film company.
The deal follows last year’s roll out of Spotify’s Global Cultures Initiative, which included the launch of Indian music hub Desi, now with over 930,000 followers and featuring popular playlists such as Desi Hits.
As part of the deal, the T-Series’ catalog, which contains over 160,000 songs including some of the most popular Indian music recorded over the past 30 years, is now available to all Spotify users. The label also currently maintains the world’s most-viewed YouTube channel, with more than 80 million subscribers and videos that have been viewed more than 58 billion times.
Commenting on the partnership, Paul Smith, Director, Head of International Licensing at Spotify said: “One of the ways Spotify has helped revolutionize music discovery is through its ability to connect millions of fans with the best music and artists from all over the world in a way that just wasn’t possible before streaming. Today’s deal with T-Series significantly strengthens our Indian music catalog, bringing Bollywood to more than 200 million Spotify users worldwide. Having T-Series on Spotify is hugely significant and shows our commitment towards providing the very best music for our users.”
Chairman and Managing Director, T-Series, Bhushan Kumar added: “We are bullish about India’s most popular music company tying up with the world’s most popular music streaming service. We are confident that together we will be able to reach new markets and spread the love for Indian music far and wide.”
Neeraj Kalyan, T-Series President and Digital Head said: “Indian music lovers globally will be in for a musical treat with over 160,000 songs in several languages from the T-Series catalog. I am sure Spotify’s expertise earned in mature markets will be helpful for the Indian streaming industry and will pave the way for a paid ecosystem in the streaming business in India.”
At present, more than 4m users globally regularly listen to Indian music content on Spotify, while ‘Bollywood’ is the most popular search term for fans of Indian music on the platform.