T-Series YBR label announces summer music launch

MUMBAI: T-Series big boss Bhushan Kumar is looking at transforming his very Indian music group, Super Cassettes into one that has international music on its roster. To achieve this goal, earlier this year, he flagged off YBR Records, headed by former Universal executive Vinay Sapru.

Since then YBR has been jetting around the world, in order to sign on artistes at various festivals and markets. And Sapru reveals that his push has been a success. "We are on the verge of doing deals with two artistes from the US, a band and a girl singer from Czechoslovakia, and an artiste from Germany," he says.

Sapru points out that the artistes will have crossover appeal, in the sense that though they may be international in their broad approach, their music will have Indian elements built in so that it would appeal to Indian audiences. "It was earlier done with a band like Truth Hurts wherein we strung in strains like Kaliyon Ka Chaman into its track and the ploy worked like a charm," he elucidates.

Releases under the new label are expected to debut in the summer. "We will take the 360 degree marketing approach with radio, TV, live, outdoors, digital, online – the works while promoting the albums and the artistes. We have been very successful with Himesh Reshmaiyya if you see our track record."

Sapru, who is just back from Midem, believes that the annual music market which just concluded in Cannes a week ago is the best platform for the music trade. "We shook hands with most of our partners and the new artistes I am talking about at Midem," he says. "We will be signing on the dotted line with them very soon."

Kumar points out that the group is looking at tying up with an international major very soon. With Universal, Sony BMG, Virgin already entrenched in the market who could it be? Both Sapru and Kumar are not telling but when it does happen it will bring in a new sound to the Indian music market surely.

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