* Key drivers: Aadukalam's grand success and the forthcoming Engeyum Kaadhal and KO

* Will release 20 Tamil and 15 Bollywood soundtracks this year
 

MUMBAI: Sony Music continues to be strong in Kollywood with the solid success of Aadukalam. The film, which has grossed over Rs. 30 crore, is one of the biggest hits of the year and the second smash hit from the trio of Dhanush-Vetrimaran-G.V.Prakash. The music of Aadukalam, which was extremely strong on the music charts before the movie release, has now scaled new heights  â€?Yathe Yathe' – the No.1 song for the last 5 weeks – has already become perhaps the most romantic song of the season, and the top three songs on the radio charts are all from Aadukalam!

Sony has also just released two eagerly awaited soundtracks by the prodigal Harris Jayaraj - Engeyum Kaadhal and KO. KO is an action movie starring Jeeva, and sees director K V Anand and Harris Jayaraj together after their blockbuster from last year, Ayan  Engeyum Kaadhal stars Jayaram Ravi and is directed by Prabhu Deva, whose Pokkiri was the biggest hit of 2007.

With Aadukalam, KO and Engeyum Kaadhal, Sony Music has as many as 8 out of the top 10 songs on radio, and 11 out of the top 20 most downloaded tracks on the Nokia Ovi Store. With the music of KO and Engeyum Kaadhal expected to rule the charts as the movies near release, Sony Music's performance down South will only get even better.

Sony Music, which entered Kollywood only in 2009 with the Kamal Haasan starrer Dhasavathaaram, has been seen exciting growth. Its acquisitions have ranged from blockbusters to sleeper hits – Gautham Menon's Vinnaithaandi Varuvaayaa, Mani Ratnam's Raavanan, Singam, Yee Maya Chesave, Aarya-2, Aayirathil Ourvan, Vikram's Kanthaswamy, Gautham Menon and Harris Jayaraj's Vaaranam Aayiram, Masilamani, Naadodigal, Sakkarakatti, Darling, Nenu Meeku Thelusa and Goa amongst others. In the year-end countdown, Sony Music had 40 out of the top 100 songs on radio 

Shridhar Subramaniam, President, Sony Music-India and Middle East, says, We have always believed in the global appeal and potential of Tamil Cinema and Music. Over the last few years Sony Music has been making substantial investments in promoting Tamil and Telugu music and we will continue to do so. Our partners – be it the producers, the trade or media associates - value our marketing and promotions expertise and our transparency....

Sony Music has been successful by taking calculated risks  supported by innovative and aggressive marketing. From using â€?flash mobs' to launch and promote music, to using special mobile apps to increase mobile music downloads and integrating radio and on-ground activity where fans can participate and interact with actors, composers and singers, Sony Music's marketing and ground promotional activities have worked for the company. Happily, the music it acquired and was promoting was of an inherently high quality, so the promotional activities took things to the next level. The tracks have been high on the retail, radio, mobile and internet downloads charts; the high mobile and internet penetration has helped the downloads compare well with the biggest Hindi soundtracks  Aadukalam has already clocked a million downloads and growing. Subramaniam believes it will soon catch up with musical phenomenona  like Vinnaithandi Varuviya and Vaaranam Aayiram.

Subramaniam says, Our foray into a particular market is well-researched and once we enter a market, we like to redefine standards by introducing exciting world-class initiatives. Be it packaging, promotions or exploring new media and technology. Our associates and partners have realized the value addition we bring to a project, and this has been the basis of long and deep relations with key talent in the marketplace... 

2011 has started with a bang for us with Aadukalam, Engeyum Kaadhal & KO,... Subramaniam says. We plan to release over 20 Tamil soundtracks this year. These will be in addition to the 15 soundtracks we will release in Hindi. With the early success of (the track) Darling from Vishal Bhardwaj's 7 Khoon Maaf, we are looking forward to a strong year in Bollywood too. 2011,... Subramaniam says, is going to be a landmark year for us. There is some phenomenal music, and the exponential expansion of new technology and media is only going to make it bigger than ever....