Music labels eyeing regional catalogues to boost revenue

Entering newer realms brings an opportunity to collaborate with artists well known in smaller, specific markets

- Lata Jha

Tepid growth in paid subscriptions and increasing content creation costs are pushing music labels to step up consolidation efforts in the industry. Experts say this is a relatively easy way to expand libraries and improve market share.

Entering newer realms brings an opportunity to collaborate with more artists, many of whom are well known in smaller, specific markets, improving their monetization as well.

Saregama's acquisition of NAV Records, a Haryanvi music catalogue, last month shows how players are looking at unlocking potential in newer languages.

This June, Sony Music India announced a strategic joint venture with LA-based global entertainment firm The Hello Group (THG) to form THG India, designed to help Indian artists, particularly within the booming live music sector.

Earlier, Warner Music India had formed partnerships with key regional players, including a majority stake in Divo, a South Indian music label, and a strategic alliance with Sky Digital, which specializes in Punjabi music.