MUMBAI: 9X Media Pvt. Ltd. has appointed Rajitta Hemwaani as Sr. Vice President to head SonicX, a new business division initiated to tap the business potential and talent of independent music content. Rajitta would be reporting to 9X Media, Managing Director Pradeep Guha.

Prior to joining 9X Media, Rajitta was the India Head for Audioboom, UK – a digital radio platform. With an illustrious career spanning over 20 years, Rajitta has also worked as VP Content with Star TV Network (2013 –2015) and Universal Music Group (2008-2011).

Commenting on Rajitta's employment, Pradeep Guha said, "9X Media has always nurtured and encouraged talent by providing them appropriate platforms through the Network's properties of music channels and content portals. As the Company gears up to discover, nurture and proliferate independent music content and talent, Rajitta’s rich and diverse experience will be of immense value”.

Rajitta Hemwaani is a name that needs no introduction in the world of media and entertainment. She started off in the world of music and films giving the music business some of its biggest and most successful discoveries like DJ Suketu, Jassi, Indian Ocean, Bombay Rockers, Raghav, DJ Akbar Sami, Mohit Chauhan, Whosane, Nasha and many more.

Her disruptive and clutter breaking ideas showed in properties like 'The War of the DJs' which became a cult event of the country for nearly a decade giving India some of its biggest DJs. This started the massive remix movement with the number 1 chart topper ‘Jalwa’, transforming devotional music to spiritual and sharing it and selling it across the globe.

Rajitta has conceptualised and produced music for the most respected names in the business including AR Rahman, Nusrat Fateh Ali Khan, Gulzar, Abida Parveen, Ghulam Ali, Jagjit Singh, Lata Mangeshkar, Pritam, Hard Kaur, Juggy D, Anu Malik, Asha Bhosle, Bohemia and Rishi Rich among others. She also launched Times Music for The Times of India Group and spearheaded its content and business strategy for over ten years.

Speaking on joining 9X Media SonicX Sr. Vice President Rajitta Hemwaani said, “I am extremely pleased to be a part of the young and vibrant team at 9X Media. I look forward to working with Pradeep Guha who is a doyen of the media and entertainment Industry. At SonicX we will mentor, groom and introduce deserving talent to the world of music and Bollywood and catapult them to the next level of superstardom.”

Rajitta has specialised in content and business development across films, music, television and radio as she has worked with the best names in media such as Universal Music Group, Star TV Network, Reliance Entertainment, Amitabh Bachchan Corp, etc. She’s constantly on the lookout for the next big star or the next new idea and that along with very sharp business acumen and eye for talent is her greatest strength.