NEW YORK (CelebrityAccess MediaWire) — Lady Gaga has struck a deal with Desi Hits, a New York-based, South Asian-focused production and entertainment company to expand her brand into the Indian market.
The deal will see Lady G visiting India, with an eye towards some television and potentially some live performances as part of a strategy to cultivate awareness of the artist in the populous South Asian nation.
As a part of the deal Desi Hits helped Lady G in "Bollywoodizing" her music by hooking her up with some of the top Bollywood music producers to remix her work and promote it in the market, the Wall Street Journal reported.
"There certainly are 'international' artists that come in to India and do very well within niche audiences that have not penetrated Bollywood, but if you really want to get to 'the masses' it’s certainly instrumental," explained Desi co-founder/CEO Ms. Anjula Acharia-Bath. "The biggest challenge in doing this is creating a product that works for India but that doesn't challenge the artists’ integrity in other core markets." – CelebrityAccess Staff Writers