MUMBAI: Indian entertainment company Bottomline Media and product placement platform Be Seen have tied up with Virgin EMI Records for collaborations and brand partnerships for the British record label's artistes in India.

Founded in 2013, Virgin EMI records is owned by Universal Music Group.

Virgin EMI plans to introduce their pool of artistes to the Indian music lovers and become a unique platform for Indian music artistes as well.

According to Bottomline Media managing director and founder Tanaaz Bhatia the idea behind the collaboration is to create music which can be recognised and heard across the world and "understood by all diasporas".

"We are bringing in all the collaborations with the Indian artistes and trying to bring both the cultures together," Bhatia told IANS.

"The main idea behind this is to have foreign artistes working with Indian artistes, like Vishal-Shekhar, bringing together and creating music which can be recognised and heard across the world and be understood by all diasporas," she added.

Bhatia said that first collaboration will be announced in the first week of August. It will feature "an international artiste and a well known Indian musician".

Talking about the collaboration with Bottomline Media and Be Seen, Ted Cockle, President Virgin EMI, Universal Music Group, said in a statement: "Discovering individuals of the calibre of Tanaaz Bhatia and Vishal Patel (Founder, Be Seen) has been a breath of fresh air to us.

"These two amazing people have totally excited us with a plan and strategy that previously seemed impossible and are connected at the very highest level within the Indian market."

(Source: IANS)