Sony Music Entertainment (SME) has revealed a worldwide collaboration with D36, a record label based in Los Angeles. Established in 2021, D36 offers a platform to emerging artists from South Asia and its diaspora. Notably, D36 has recently launched a remix of AUR’s popular track “Tu Hai Kahan” (feat. ZAYN), which has garnered over 400 million plays on streaming platforms, combining both the original and remixed versions.
The collaboration between SME and D36 on a global scale will leverage the unique strengths of both entities, facilitating artist collaborations and broadening the presence of South Asian artists in the US. Additionally, it will aid in promoting South Asian diaspora artists in crucial markets beyond the US. This partnership aims to empower artists of South Asian descent to cultivate a global fanbase, enhance connections between diasporic audiences and talent in South Asia, and expedite the community’s exposure in international markets, including the United States.
Shridhar Subramaniam, President of Sony Music Entertainment Asia and Middle East says, “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 shares, “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.”
Kanakadandila will lead the new venture with support from D36’s general manager and co-founder Abdullah Ahmad. Ahmad, known for guiding the careers of artists like Young Thug and Kevin Gates, has played a vital role in D36’s achievements and will collaborate closely with Kanakadandila to further enhance their successes through the partnership’s new infrastructure.
Vinit Thakkar, Managing Director of Sony Music Entertainment India, adds, “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.”
