Label enters into distribution deal with Punjabi music conglomerate Sky Digital.
MUMBAI - The most-watched music video in the world last week, per YouTube’s Global Top Music Videos chart, was “52 Gaj Ka Daman” by Renuka Panwar, a song in the Indian regional language of Haryanvi. The song’s 54.2 million views doubled those of Disney star Olivia Rodrigo’s Spotify record-breaking track, “Drivers License,” which had 27.2 million views.
Panwar’s YouTube success is a testament to both the popularity of regional language music in India and its over-indexing on YouTube, for which the country is the largest market. This week, Warner Music, seeking to capitalize on such opportunities, announced an exclusive deal with Sky Digital India, the distributor of Desi Records, a local label in the north Indian state of Haryana that released “52 Gaj Ka Daman.”
Under terms of the agreement, Warner Music India will distribute Sky Digital’s repertoire within the country, and throughout the world via its independent artist and label services division ADA.