MUMBAI: Music label companies T-Series and Lahari Music have signed a long-term deal which will allow the former to market television and audio-visual content of the latter. The deal will allow T-Series to market the entire catalogue of Lahari Music on YouTube and various TV channels.
However, Lahari Music will continue to look after other business verticals like streaming and radio for its acquired catalogue. Recently, Lahari Music acquired Telugu and Tamil music and audio visual rights for Rana Daggubati – Prabhas starrer ‘Baahubali’. This partnership will also allow T-Series to enter the Southern space. Commenting on the partnership, T-Series president Neeraj Kalyan said, “This is a global partnership for the entire catalogue of Lahari Music. We wanted a partner to enter the Southern space and through this partnership we have expanded and plan to grow further. We use our expertise to drive their content and they help us to grow.” Other than Bollywood, T-Series has established itself in the Punjabi and Bhojpuri music industries.
Talking about the partnership, Lahari Music director Chandru Kumar said, “My father and Gulshan Kumar were friends and now this friendship has been converted into a business partnership. It is good to have this partnership in place as it will help strengthen our position in places that we are not present in.”
Lahari Music took a huge step by acquiring the music of ‘Baahubali’, which is one of the most expensive films in the southern industry. The film is directed by S.S. Rajamouli.