India-born JioSaavn’s in-house label and artist services division Artist Originals has partnered with Seattle-based music licensing startup SyncFloor to bring South Asian music to the sync licensing marketplace.
AO tracks are now searchable and license-ready to creators using SyncFloor to find music for their projects, whether on SyncFloor’s general marketplace (syncfloor.com), its podcast-only marketplace (songsforpodcasters.com) or the dedicated SyncSite that SyncFloor has created for Artists Originals’ content.
This is SyncFloor’s first partnership with an Indian company, and follows last month’s news that the startup signed has a deal with Mavin Records, one of Nigeria’s best-known local record labels.
SyncFloor was co-founded by 20 year Microsoft veteran Kirt Debique and veteran IP attorney Cestjon McFarland.
The company recently launched its commercial marketplace, along with a sister site SongsForPodcasters.
JioSaavn introduced Artist Originals (AO) in early 2017 to release and market tracks and albums by South Asian musical talent.
The AO platform is described as ‘the first full-spectrum streaming label and artist platform to develop, distribute and market South Asian talent from around the world’.
Artist Originals is home to more than 40 artists including EDM duo Lost Stories (pictured) and pop singer Abhijeet Srivastava.
Last year JioSaavn CEO Rishi Malhotra told MBW: “What we’re doing with Artist Originals is very unique; very much like Netflix having its own original studio, but in the music world.”
“India has one of the most dynamic and exciting music scenes in the world, and there is a wealth of artists and songs to discover.”
Kirt Debique, SyncFloor
“India has one of the most dynamic and exciting music scenes in the world, and there is a wealth of artists and songs to discover,” explains SyncFloor co-founder and CEO, Kirt Debique.
“Artist Originals has a great selection of trendsetting tracks that reflect this energy and contribute vitally to the music available in our marketplaces.
“We’re glad we can help more production professionals explore these tracks and find the perfect song to fit their creative.”
“Our partnership with SyncFloor enables us to scale our ability to sync their music into major media properties.”
Hiba Irshad, JioSaavn
Hiba Irshad, Director of A&R at JioSaavn and Artist Originals, added: “Since our launch in 2017, Artist Originals has grown tremendously, empowering a number of South Asian artists and bringing their music to a global audience.
“Our partnership with SyncFloor enables us to scale our ability to sync their music into major media properties.
“This visibility also creates additional avenues for emerging artists to scale and be discovered.”Music Business Worldwide