Los Angeles, CA & Mumbai, India – June 6, 2024 – In a move set to redefine the global music landscape, Sony Music Entertainment (SME) has announced a monumental joint venture with the Los Angeles-based record label, D36. Formed in 2021, D36 has quickly established itself as a powerhouse, providing a platform for aspiring musicians from South Asia and its diaspora. One of their recent triumphs includes a remix of Pakistani indie act AUR’s hit “Tu Hai Kahan” featuring ZAYN, amassing over 400 million plays across all streaming platforms.
This strategic partnership will leverage the strengths of both entities, fostering artist collaborations and expanding the reach of South Asian artists in the US and beyond. By combining resources, SME and D36 aim to cultivate a worldwide fanbase for acts of South Asian heritage, connect diasporic audiences with talent from South Asia, and enhance the community’s visibility in international markets, including America.
Shridhar Subramaniam, President of Sony Music Entertainment Asia and Middle East, emphasized the cultural significance of this collaboration: “Our collaboration with D36 goes beyond showcasing South Asian artists globally. We’re forging a new path in cultural exchange, fostering a deeper connection between artists and their heritage. The South Asian music scene is experiencing a surge in global recognition, fueled by a rising demand for diverse musical experiences. D36 boasts a proven track record of identifying and nurturing exceptional South Asian talent and by partnering with them, we can serve as a crucial bridge, connecting these talented artists with the global opportunities they deserve, further enriching the tapestry of international music.”
Abhi Kanakadandila, CEO of D36, echoed this sentiment, highlighting the innovative potential of the partnership: “Our community – globally – is home to some of the most unique, exciting, and innovative music in the world. This new partnership with Sony Music Entertainment allows us to meaningfully support artistry agnostic of geography and provide an infrastructure that can operate seamlessly across borders. The talent & fandom that exists across the several new waves of South Asian music is enormous. Our goal here is to lay the foundation for the same success that we’ve seen with music from other territories on the global landscape.”
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D36’s general manager and co-founder, Abdullah Ahmad, who has previously guided the careers of artists like Young Thug and Kevin Gates, will play a pivotal role in this new venture. His expertise has been instrumental in D36’s achievements, and he will continue to work closely with Kanakadandila to leverage the enhanced infrastructure provided by this partnership.
Vinit Thakkar, Managing Director of Sony Music Entertainment India, added, “The South Asian music market is fast establishing itself as a powerhouse within the global music industry. With our deep understanding of the local music landscape and our market strength, this partnership positions us to not only empower local artists but also bridge the gap between their exceptional talent and a worldwide audience.”
This groundbreaking collaboration marks a new chapter for South Asian music, promising to elevate its presence on the global stage and foster meaningful cultural connections.
About SONY Music Entertainment
At Sony Music Entertainment, we honor the creative journey. Our creators shape movements, culture, communities, even history. And we’ve played a pioneering role in music history, from establishing the first-ever music label to inventing the flat disc record. We’ve nurtured some of music’s most iconic artists and produced some of the most influential recordings of all time. Today, we work in more than 100 countries, supporting a diverse and distinctive roster of talented creators at every level and on every stage. Situated at the intersection of music, entertainment, and technology, we bring imagination and expertise to emerging products and platforms, embrace new business models, and employ breakthrough tools — all to support the creative community’s experimentation, risk-taking, and growth. And we form deep, trusted, cause-based partnerships to uplift and empower communities around the world. Sony Music Entertainment is part of the global Sony family. Learn more about our creators and labels here.
About D36
D36 is a Los Angeles based record label & music company specifically focused on amplifying South Asian artists worldwide. Since launching in 2021, the company has released music from multiple genres operating mainly within the diaspora. More recently, the company has shifted its focus to supporting talent outside North America – it recently released a remix of AUR’s “Tu Hai Kahan” featuring international superstar ZAYN.
Beyond recorded music, D36 has been building a live music infrastructure in major US markets while also developing select music related projects for film & TV (scripted and unscripted).
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