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Primary Wave Music Announces Strategic Investment And Partnership With Leading Indian Music Company Times Music
Mumbai (Maharashtra) [India], April 26: Primary Wave Music, the world’s leading independent publisher of iconic and legendary music in the world, announced today their partnership with leading Indian record label and music publisher, Times Music. Times Music is a subsidiary of the Times of India Group, which includes interests in newspaper, magazines, radio, television, streaming […]
Mumbai (Maharashtra) [India], April 26: Primary Wave Music, the world’s leading independent publisher of iconic and legendary music in the world, announced today their partnership with leading Indian record label and music publisher, Times Music. Times Music is a subsidiary of the Times of India Group, which includes interests in newspaper, magazines, radio, television, streaming music, digital platforms, events and out of home marketing. Terms of the deal will see Primary Wave invest significant capital in the company and provide resources for further Indian catalog investments and help accelerate the company’s growth of its regional, film, and non-film music catalogs in global markets. Times Music is regarded as a local major in India, with an iconic catalog of some of India’s best film, pop, regional and spiritual songs, and recordings. The company has benefited from an explosion of digital growth in streaming in India. The overall Indian music market grew 35% to $319 million in 2022 and is set for further substantial growth in 2023. Times Music is now primed to make significant investment in Bollywood and South Indian cinema music, as well as iconic Indian catalogs.
Primary Wave’s partnership with Times Music is another step in its expansion into international markets, continuing to capture explosive growth for its artists, songwriters, and management clients. This exciting new partnership will provide Primary Wave, its roster of artists, and catalog of music, an opportunity to be introduced to a significant new global market across all platforms from streaming to live performances and more.
Core to the partnership is both companies’ belief in the increasing globalization of music. Primary Wave will assist the Times Music team in finding opportunities in the U.S., Europe, and other global markets in A&R, branding, synch, film & TV, and digital marketing for Times Music’s catalog of iconic artists, recordings, and songs. Together Primary Wave and Times Music will also invest in catalog opportunities in the Indian market including film, non-film, regional and other iconic IP, that will then form part of its push to monetize Indian IP in the international markets.
