MUMBAI: Friday was marked by frenetic activity as music labels struggled to chalk out music promotion plans for feature films whose release dates were hastily fixed as soon as the multiplex-producers standoff was called off.

Most music promotions will hit FM airwaves and television channels from Sunday. T-Series that holds the music rights for Vishesh Films' production 'Jashnn' starring Adhyayan Suman and Shahana Goswami will begin promotions on television from 7 June  T-Series' Vinod Bhanushali, President - Marketing Media Publishing (TV) says the music of Jashnn, held up for long, will be released the next week. The film is likely to be released in July.

The other projects in T-Series' kitty are Vishal Bhardwaj's 'Kamine' whose promotions will start from 28 June; Inox Motion Pictures' debut film 'Morning Walk' promos will begin from 7 June; Anil Kapoor's 'Shortcut' promos from 14 June. Tulsi Kumar's private solo album, ready for launch, will also be promoted by T-Series beginning June.

T-Series also has 25 Bhojpuri films and many regional projects in the pipeline.

Saregama India is one of the lucky labels, largely unaffected by the standoff. The label was able to release the music of 99 and see the release of the People Pictures' film in May as the producers launched the film in single screen theatres. Says Saregama India distribution and acquisition head Sarang Sharma, Many producers have approached us for monetisation of movies - not just music....

Music channels are likely to reap the harvest of the sudden release of films, with Mukta Arts' Payings Guests too ready for release. Times Music which holds the music rights will also start promoting the film's music in a big way on radio and television. Junglee, a Times Music sub brand which was negotiating for the music rights of Ram Gopal Varma's Rann, has backed out  Times Music COO Adarsh Gupta attributes the falling through of the deal to certain 'technical issues'.

Sony Music has three film music titles in its kitty - Tum Mile (starring Emraan Hashmi and Soha Ali Khan, its second co-production with Vishesh Films), Dharma Productions'  Wake Up Sid (Ranbir Kapoor and Konkana Sen Sharma) and Kurbaan (Saif Ali Khan, Kareena Kapoor and Vivek Oberoi).

Says Sony Music marketing director Sanujeet Bhujabal, We are waiting for the release dates to be finalised. We will start with the promotions six to eight  weeks before the release date....

Yes, this phase will be exponentially more cluttered than the usual rush hour of releases. But we feel that ultimately content will rule. The best content and the most innovative marketing strategy will stand out,... he signs off optimistically.