Earlier this month, Luminate, in its Year End Music Report, reported that India saw the biggest YoY increase in total annual on-demand music streams of any nation last year: Its 2023 total stream haul was up by nearly half a trillion plays (+463.7 billion) vs. 2022.
The US, by contrast, saw a YoY increase of just 184.0 billion.
As noted by MBW, if a similar level of streaming volume occurs in these two nations in 2024, India will run the USA close as the world’s biggest music streaming nation in terms of total on-demand play volume this year.
Now, following the publication of those stats highlighting the growth of India’s music streaming market, Believe just acquired what it says is a “Punjabi powerhouse” catalog from India-based White Hill Music.
Believe says that the deal is the result of a long-term partnership between Believe and White Hill Music, a prominent music and film production studio based in India.
With this deal, Believe acquires WHM’s catalog, including songs from what it says are “active top and established artists” from Northern India, including Maninder Buttar, Gurnam Bhullar, Ninja, Nimrat Khaira, R Nait, Shivjot, Akhil, Happy Raikoti.
Believe also acquires WHM’s existing YouTube channel, which has a 23.4 million subscriber base and will be used, according to Believe, to promote the back-catalog and the new artists signed with Believe Artist Services.
Believe has has a presence in India since 2013.
The company expanded its positioning in the market via the acquisition of Venus Music in 2019 (renamed Ishtar in 2021), claimed to be one of the largest catalogs of original Bollywood soundtracks in Hindi.
In 2021, Believe also acquired a controlling stake in Think Music, an independent company for original soundtracks in Tamil language.
Believe says it has been a “key driver of the digitalization” of WHM’s catalog since 2017 by “supporting the growth of its roster across digital platforms”.
The company also says that it has signed multiple artists to its premium offering Believe Artist Services who have some of their top releases in the WHM catalog.
Among them are Happy Raikoti, one of the top lyricists in Punjabi music, and Punjab-based singer-songwriter Maninder Buttar, a prominent figure in India’s pop scene whose top hit Sakhiyaan cumulates over 600 million views on YouTube.
Vivek Raina, Managing Director of Believe India, said: “Punjabi music is not only the second largest Indian genre in terms of market share in India, but it is one of the most popular Indian genres internationally, with artists like Maninder Buttar or Gurnam Bhullar reaching audiences all around the world thanks to the vast Indian diaspora.”
Vivek Raina, Believe India
Vivek Raina, Managing Director of Believe India, said: “Punjabi music is not only the second largest Indian genre in terms of market share in India, but it is one of the most popular Indian genres internationally, with artists like Maninder Buttar or Gurnam Bhullar reaching audiences all around the world thanks to the vast Indian diaspora.
“It’s been a massive honor to accompany the growth and digitalization of White Hill Music’s fantastic roster and catalogue since 2017 and I’m now thrilled to see them join the Believe family for this new page of our common history!”Music Business Worldwide