(CelebrityAccess) — Warner Music has expanded its footprint in the increasingly important Indian music market through a new distribution deal with the Tips Music, one of the leading purveyors of Bollywood music.
The deal gives Warner access to Tips’ extensive catalog features hits from the Race trilogy of films, as well as significant content from the 1990s and 2000s, including music from hit films such as Taal, Pardes, Raja Hindustani, Dil Hai Tumhara, Genius, Entertainment, Phata Poster Nikla Hero, Ramaiya Vastaviaya, Prince, Khalnayak, Kismat Konnection, and many more.
Music from Bollywood is very popular in India and accounts for about 60 percent of music streaming and Tips is one of the few companies focused on soundtracks.
Through the partnership, the label’s repertoire will be distributed locally by Warner Music India and internationally by Warner’s ADA distribution unit.
Warner’s partnership with Tips is the second major deal in the Indian market this year and follows a distribution deal signed with Punjabi music company Ziiki Media in May.
While the music streaming market in western countries such as the U.S. is reaching a saturation point, India, with a population of more than 1.3 billion, represents one of the largest pools of potential untapped customers in the world.
“Warner is moving at pace to grow its footprint in India, one of the most exciting music markets in the world. This deal with the hugely respected team at Tips massively increases our catalogue of the local repertoire which is so heavily streamed in India and beyond,” said Alfonso Perez Soto, EVP, Eastern Europe, Middle East and Africa.