MUMBAI: Yo Yo Honey Singh's new solo album 'Desi Kalaakar' was exclusively launched across digital platforms of Hungama.com. The rapper has launched the album in partnership with T Series.

While talking to Radioandmusic.com about the digital strategies for promoting the album, Hungama Digital Entertainment CEO and MD Neeraj Roy said that the company intends to target social media and forums. "We are targeting a lot of forums where there is rap because we wish to take Yo Yo's single to international groups and not just the South Asian communities. On the Hungama app itself we have a lot of rap music, thus we shall be compiling Yo Yo's music with the current catalogue of this genre. We also plan to target rap channels on social media."

According to him the best part about this album is that there is a perfect blend of rap and singing, which is why they are looking forward to leveraging his fan following and innovate on the same. The single was launched on Hungama and will be released on iTunes and other digital platforms, including Youtube.

Hungama Chief Operating Office for the Consumer Business and Allied Services, Siddharth Roy believes that if there is good music people are willing to pay for it. "The classic example of the same is 'Blue Eyes' which was launched by us again during Diwali and went on to become one of the top five hits. So if you have great music, people will pay for it."

Hungama also plans to have a Yo Yo Honey Singh based programming on their radio channel. "For mobile marketing, we have three innovations that we are working on currently. The 90 second teaser, which we launched, gave us an idea of our target audiences. We shall also be taking this album to Tata Sky and the other DTH platforms. By the time the second or the third single comes out, we might just gamify his music itself."

Neeraj Roy thinks that the rapper's involvement in a few controversies will not affect the company in anyway and is prepared for the elements of that nature. "It is the same case when you tie up with films. If you follow blogs, you will have people who like it and a few others saying nasty things, so that is social media for you."

The company had recently launched the Hungama Pro app, and Roy is extremely happy with the way things are going. "The core behind Hungama Pro is the smart cloud technology. In India the networks are still patchy, thus we have introduced cache streaming and once the consumer has streamed a song, then they can play it on their device itself. We are delighted with the progress however it is a journey and we have just started," said Neeraj.

A lot of amalgamations are on the cards for the company as they are working towards partnering with movies. "Ultimately our music is a derivative of movies, thus a lot of partnerships. We will announce it at the right time," he concluded.