Primary Wave, a leading US-based entertainment company, has announced a strategic partnership with Times Music, one of India’s leading music labels. The collaboration is expected to create new opportunities for both companies in the global music industry.
Times Music, founded in 1998, is a music label that has grown to become one of the largest in India. The company has a vast library of music spanning multiple genres, including Bollywood film soundtracks, devotional music, and independent releases. Times Music also represents some of India’s top artists, including Lucky Ali, Kailash Kher, and Shankar Mahadevan.
Primary Wave, on the other hand, is a New York-based music and entertainment company founded in 2006. The company manages a diverse portfolio of clients, including legendary musicians such as Bob Marley, Whitney Houston, and Prince. Primary Wave has also expanded into publishing, film, television, and branding, making it a formidable force in the entertainment industry.
The partnership between Primary Wave and Times Music is expected to leverage the strengths of both companies to create new opportunities in the music industry. Primary Wave will work with Times Music to promote Indian artists and their music globally, while Times Music will help Primary Wave expand its reach in India and other South Asian markets.
In a statement, Primary Wave CEO and Founder Larry Mestel said, “We are thrilled to be partnering with Times Music, one of India’s most respected and successful music labels. India is a rapidly growing market for music, and we see tremendous potential in working with Times Music to promote Indian artists and their music globally. This partnership aligns perfectly with our mission to create new opportunities for our clients and partners in the global entertainment industry.”
Times Music Managing Director Mandar Thakur added, “We are excited to be partnering with Primary Wave, one of the most innovative and successful companies in the global music industry. Times Music has always been at the forefront of the Indian music industry, and this collaboration with Primary Wave will enable us to expand our reach and promote our artists and their music globally. We look forward to working closely with Primary Wave to create new opportunities in the music industry.”
The partnership between Primary Wave and Times Music is expected to have a significant impact on the music industry in India and beyond. As the Indian music market continues to grow, collaborations like these are likely to become more common, creating new opportunities for artists, labels, and entertainment companies alike.
Industry experts have also lauded the partnership, saying that it will help Indian artists and their music reach a wider audience globally. According to a report by IFPI, India is the 15th largest recorded music market in the world, with revenues of $156 million in 2020. With the Indian music industry expected to grow at a CAGR of 9.2% between 2020 and 2025, collaborations like these are expected to play a crucial role in shaping the future of the industry.
The partnership between Primary Wave and Times Music is also expected to create new opportunities for Indian artists to collaborate with international artists and expand their global reach. In recent years, collaborations between Indian and international artists have become more common, with artists such as AR Rahman, Anoushka Shankar, and Arijit Singh collaborating with international artists like Dua Lipa, Coldplay, and Ed Sheeran.
In conclusion, the partnership between Primary Wave and Times Music is a significant development for the Indian music industry and the global music industry as a whole. The collaboration is expected to create new opportunities for both companies to expand their reach and promote their artists and their music globally. As the music industry continues to evolve, collaborations like these are likely to become more common, creating new opportunities for artists, labels, and entertainment companies alike.
