Singer, songwriter, and author Ali Sethi, know for his unique blend of classical South Asian music with modern pop sensibilities, has signed an exclusive global distribution deal for his label Zubberdust Media with The Orchard.
As a part of the deal, Sethi will have access to The Orchard’s label services as well as their digital and physical distribution network.
News of the deal with The Orchard follows Sethi’s recent run of sold out performances at the Blue Note, along with his upcoming performance with the noted New York-based experimental electronic artist Nicolás Jaar next month.
Sethi first made a name for himself with the release of his debut novel, The Wishmaker, in 2009 and has since found similar success in music with hits such as “Pasoori,” which was Google’s #1 Most ‘Hum to Search’ Song in the world in 2022. It has been streamed over 1B times and is the most successful Coke Studio song ever.
Last year, he released an album-length collaboration with Nicolás Jaar, which drew critical acclaim from the likes of Pitchfork and NPR>
Sethi is managed by Aroop Sanakkayala of Roopster Entertainment.
“We are delighted to welcome Ali Sethi to The Orchard. As an artist whose music blends tradition with modernity and the familiar with the unexpected, Ali invites listeners into a space where cultures blur and new stories emerge. Both The Orchard and Ali have a shared vision of taking local music to the world stage, bringing cultures together and breaking boundaries via the transcendent power of music. We are deeply honored to be part of Ali’s musical journey and look forward to elevating his status as a top South Asian artist by introducing his music to new audiences across the globe,” said Tricia Arnold, EVP Global Artist/Label Services and Sales for The Orchard.
“Ali draws musical inspiration from all parts of the world both modern and ancient. It was important to us to work with a distributor with global expertise to reach Ali’s international audience. We are incredibly excited to be working with the global team at The Orchard to bring his vision to life,” added Aroop Sanakkayala of Roopster Entertainment.
