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Chingari and Bengal Pictures collaborate for Bengal market growth

The partnership will focus on popularising Bengali music content.

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Mumbai: Short video sharing platform Chingari has entered into a partnership with Bengal Pictures - one of Bengal’s prominent independent music labels and distributors. With this collaboration, Chingari looks at tapping the upward Bengali music market for its demanding user base. 

Since June 2021, Bengal Pictures started operating as a record label cum music distributor. It has been distributing and monetising music content along with international music streaming platforms with CRBT service within Indian and Bangladesh. Recently, it began a music distribution service for radio & FM broadcasting, and public performance licensing in India. Drawing on the app’s popularity, Bengal Pictures will be able to leverage viral mediums to spread Bengali culture, said the statement.

“Bengali is the world’s fifth most spoken language with over 300 million speakers, but when it comes to culture or entertainment, we have a limited presence. Bengali culture is lagging in progress compared to other popular cultures, due to which the artists and workers are not able to earn required incomes,” shared Bengal Pictures founder and owner Satyaki Karmakar.

“We are constantly working to overcome this issue and to make Bengali culture more widely accepted by reaching out to more and more people. We want to create a market for Bengali music where artists don’t have to seek anybody’s help for monetising their content. The acceptance of Bengali music globally should be such that any artist can work independently and ensure his/her earnings. The partnership with Chingari will help us in moving forward with this big goal,” he added.

Chingari app co-founder and CEO Sumit Ghosh said, “Out-of-the-box ideas and collaborations have always been Chingari’s forte. We expect them to give our growing user base different offerings. The partnership with Bengal Pictures is in line with this vision.”

“Bengal Pictures is trying to push the envelope further in Bengali music genre, and Chingari app is known to something similar for its user base. Having noticed rising demand for Bengali musical offerings amongst Bengalis and non-Bengalis, we believe this is a fantastic opportunity for both of us to spread Bengali music and culture in an innovative and engaging manner,” stated Chingari app co-founder and COO Deepak Salvi.

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