In a landmark move set to transform the music industry, Sony Music Entertainment (SME) has announced a strategic global joint venture with Los Angeles-based record label D36. Established in 2021, D36 has rapidly become a pivotal platform for aspiring musicians from South Asia and its diaspora, exemplified by the success of AUR’s remix “Tu Hai Kahan” (feat. ZAYN), which has amassed over 400 million plays across streaming platforms.

This collaboration between SME and D36 is poised to revolutionize the global reach of South Asian artists, fostering international collaborations and expanding their presence in key markets, particularly the United States.

The joint venture aims to cultivate a worldwide fanbase for artists of South Asian heritage, bridging the gap between diasporic audiences and talent in South Asia, and accelerating the visibility of this community in international markets, the company said in a press release.

Shridhar Subramaniam, President of Sony Music Entertainment Asia and Middle East, highlighted the cultural significance of the partnership, “Our collaboration with D36 goes beyond showcasing South Asian artists globally. We’re forging a new path in cultural exchange, fostering a deeper connection between artists and their heritage. The South Asian music scene is experiencing a surge in global recognition, fueled by a rising demand for diverse musical experiences.”

Abhi Kanakadandila, CEO of D36, echoed this sentiment, “Our community – globally – is home to some of the most unique, exciting, and innovative music in the world. This new partnership with Sony Music Entertainment allows us to meaningfully support artistry agnostic of geography and provide an infrastructure that can operate seamlessly across borders. The talent and fandom that exists across several new waves of South Asian music is enormous. Our goal is to lay the foundation for the same success seen with music from other territories on the global landscape.”

D36’s leadership in this venture will be further strengthened by general manager and co-founder Abdullah Ahmad, who has a proven track record in guiding the careers of artists like Young Thug, Kevin Gates, and Jelani Aryeh. Ahmad’s expertise will be instrumental in leveraging the new infrastructure provided by the SME partnership.

Vinit Thakkar, Managing Director of Sony Music Entertainment India, emphasized the potential of the South Asian music market, “The South Asian music market is fast establishing itself as a powerhouse within the global music industry. With our deep understanding of the local music landscape and our market strength, this partnership positions us to not only empower local artists but also bridge the gap between their exceptional talent and a worldwide audience.”

The joint venture between SME and D36 marks a significant step in elevating South Asian music to new global heights, promising to enrich the international music scene with its diverse and dynamic talent.