Audiomack Expands Global South Asian Music Offering Through Landmark Partnership with Saregama

30 October 2024 - Press release

Strategic partnership brings thousands of essential Bollywood and regional tracks to global streaming platform

Streaming and discovery platform Audiomack has partnered with India's leading music label Saregama, marking a significant expansion of its South Asian music catalog. This strategic alliance adds thousands of Bollywood hits and regional language tracks to Audiomack's offering, strengthening its position as a key destination for South Asian music fans in the diaspora while deepening its commitment to serving its rapidly growing listener base across the Indian subcontinent.

"Audiomack Desi's curation serves lean-in listeners and highlights subcultures in South Asian music, such as the burgeoning Afrodesi and Desi Electronic scenes," explains Akash Raje, South Asian music curation lead at Audiomack. "The addition of Saregama's diverse front-line and legacy catalog allows us to better curate the rich musical tapestry that is South Asian music, bringing both classic and contemporary Indian music to fans worldwide."

Audiomack has built a strong presence in South Asian music, generating over 160 million Punjabi streams globally each month, with Canada alone accounting for 77.5 million. The platform also serves more than 200,000 monthly active users in India, with substantial user bases across Pakistan, Bangladesh, and other South Asian markets. In the UK, cities with thriving South Asian music scenes like Birmingham, Manchester, and London have emerged as key hubs for the platform's Desi content.

This partnership marks the beginning of a new era for Audiomack as the platform continues to prioritize cultural representation and offer unparalleled access to South Asian music, but the company is already a proud part of the community. Deeply committed to the scene, Audiomack is also a partner of 5X Fest, North America's largest Punjabi music festival. The 2024 edition of the festival, held in Surrey, Canada, saw 3,000 attendees and garnered 50 million digital impressions, with Audiomack curating the official festival playlist.