Warner music India has colored a distribution agreement with Renzu Musicprovides the Kashmir-focused independent label with access to one of the country’s leading music distribution networks.
The partnership represents a major breakthrough for the Srinagar-based operation, which has built its reputation about discovering and developing talent from Kashmir Valley. Under the guidance of filmmakers Danish RenzuThe label has cut out a niche by combining music curation with cinematic story through music videos.
Warner’s distribution muscle will now support a list that extends both established and new votes. Talentpipeline includes Zahra Banoo, Noor Mohammad, Hyder Dar, Adam, Saqib Wani, Shivani Matyal, Bilal Tantray, AFAQ DAR, CAPILE Qureshie, Tasneef Bukhari and Masrat Un Nissa.
Several high -profile fusion projects anger the current slate of the label. Folk legend Noor Mohammad is shown on several tracks and collaborates with Rashmeet Kaur on “Ranjha” and with Shikha Joshi on “Maryo.” IP Singh rounds off the presented editions with “Chingingi.”
“Our goal was to bring music from Kashmir to a larger audience and create a bridge between Kashmir and the rest of the world,” Danish Renzu said. “Distribution partnership with Warner does exactly that – it helps the sounds of Kashmir travel all over the world. I am grateful to Vaibhav (Nagpal, head of partner relationships, acquisitions and distribution at Warner Music India) to put his faith in us and excited to see where this trip takes us.
The deal has raised approvals from figures for the entertainment industry that see cultural importance in the partnership. Actor Saba Azad noted the broader consequences: “Kashmir is often in the news, but there is little to nothing about its culture that makes it mainstream. I am glad that Danish brings the music from the Kashmir people to mainstream India and the world and that Warner has put his faith in his efforts.”
For the artists involved, the collaboration represents an opportunity to mix traditional and contemporary approaches. Shikha Joshi reflected on her experience: “Creating an Indian fusion that mixed the Kashmiri people with contemporary elements was so enriching. It was beautiful to work with naturally gifted artists such as Noor Mohammad Ji whose genuine folk structure gave a truly unique sound.”
Actor Udit Arara, known for Netflix “The Royals” and a partner on one of the label’s Kashmiri track, emphasized the time: “Music from Kashmir is beautiful and I am glad that this music gets its well-deserved platform. We want to focus on more success stories from Valley.
