MUMBAI: Popular singer Adnan Sami straddles two worlds; the digitalized world of today and the bygone age where an artist shares his thoughts and emotions with listeners.

His recently released album ‘Press Play’ on Universal Music  is his 13th album in his two decade career as a pop and playback singer. The 11 track album includes 8 brand new songs ranging from Sami’s signature ballads to his up-tempo lyrically stylized humour.

“Yes, I have released a full-fledged album instead of releasing a stream of singles like many artists do today. In spite of physical sales of both independent and Bollywood music slowing down, I decided to release eight new songs (3 covers),” Sami told Radioandmusic.com.

The album will also be available on the digital platform across multiple channels including mobile apps and iTunes.

“Today’s music is not about the songs or the product; you need to know how to market it. Earlier, there were only print, the radio and TV. Today, there are many platforms and you need to know all of them. Apart from using the traditional media to promote the album, we have included the new media. We are laying great emphasis on the internet so that the world wide audience for indi-pop can have access to it.”

Sami welcomes the new age of music where accessibility is a byword and is confident that any flux in the industry would be resolved.

“The industry has gone through format changes before. From vinyl to cassettes to CDs and now MP3s, downloads and streamed music. There is always a transition period during these ground breaking changes but the problems get ironed out- and it is gradually getting resolved,” he pointed out.

He noted that music was being consumed more than anything else and digitalization also provided consumers to seek out niche music without depending on retailers. For all the rampant piracy that digital music brought in, there were many legitimate sites that consumers could go to.

On the artistic front, Sami said ‘Press Play’ was like his previous works, “My independent albums have always been personal and autobiographical. The album has a lot of romance and tongue –n cheek humour which I feel is essential. It also is about my wife Roya (Faryabi) who I met at a crucial time in my life.”

The album like its predecessors contains catchy fusion of Asian and Western music with pop sensibilities. Sami sings for the first time a Sufi song (‘Ali Ali’), a Punjabi song (‘Khuri Tight’) and a special song for his father (‘Baba’).

“I shall be supporting Press Play with a world tour covering the Far East like Malaysia and Hong Kong to the US and Canada. And I am also game for any Bollywood item number,” he added.