Global music label Sony Music and entertainment management company KWAN have announced a strategic joint venture to launch a new-age pop label Big Bang Music.
The 50-50 joint venture will leverage Sony Music’s expertise in the music business and global reach and KWAN’s leadership in artist management and relationships with talent, brands and promoters, a statement from the two companies said. Big Bang will be an A&R (standing for Artists and Repertoire, the division of a record label that is responsible for talent scouting and the artistic and commercial development of the recording artist) centric, creative artist development and marketing outfit with talent being managed by KWAN and music distributed by Sony Music.
“We are proud to embark on this journey with KWAN. Together, we are going to accelerate artist development and pop music growth in the country. Big Bang will create new superstars and grow the pop music economy. Together we aim to shape the future of the pop business," Shridhar Subramaniam, president India and Middle East, Sony Music, said in a statement.
Big Bang Music will develop a roster of stars to cater to the fast-growing pop culture market and serve the growing need from digital content platforms, brands and live experiences for new-age celebrities and fans who are digital natives.
“We want to enable independent artists to engage with fans through personal expression and future sounds that’ll impact popular culture in India beyond Bollywood and cricket," Gaurav Wadhwa, co-founder and CEO, Big Bang Music said in a statement.
Vijay Subramaniam CEO and co-Founder KWAN added that the aim was to give non-film music and artists a strong platform using the powerful infrastructure of Sony Music, KWAN’s integrated 360 degree agency network and Wadhwa’s rich experience in the music content and marketing business, with him having worked across pop culture brands like Pepsi, Mountain Dew, Red Bull, MTV and Saavn.
“Big Bang will aim to shift the needle in the music business to create pop culture icons. We are supremely excited to embark on this journey with such passionate partners," Subramaniam said.