Chingari Saregama Deal: Short form video app Chingari signs music licencing deal with Saregama

India’s homegrown short-format video app Chingari has signed a global music licencing agreement with the country’s oldest and largest music label, Saregama.

With the deal in place, the entire catalogue of over 130 thousand songs from the music label will be made available on Chingari, allowing users to create innovative content using the robust music library.

Saragama boasts of music across Hindi, Punjabi, Bhojpuri, Bengali, Tamil, Marathi, Telugu, Malayalam, Kannada, Punjabi, Gujarati, and other Indian languages.

Sumit Ghosh CEO & Co-Founder, Chingari, said, “Chingari creators are known for creating out-of-the-box videos. Saregama is a power bank of songs and offers a diverse slate of genres. Our creators can use this to their advantage and develop some fantastic content pieces. This association will be a befitting one for both brands.”

The deal will also have the recent slate of new content that the label has acquired off late, including music of the films ‘Bellbottom’, ‘Gangubai Kathiawad’, ‘Maidaan’ and the next untitled project of Ranveer Singh with director Shankar, forthcoming Telugu biggies like ‘Sarkaru Vaari Paata’ (starring Mahesh Babu), along with hit singles of Badshah, B Praak, Arjun Kanungo and Shreya Ghoshal.

“Our aim at Saregama is to make our rich music library be made available to the legions of music lovers from all over the world in as many platforms as possible,” said Vikram Mehra, MD, Saregama. “To that essence, our partnership with Chingari is a natural fit, given the large followership it enjoys. We are in the midst of a content boom, and we are looking forward excitedly at the immense creativity that content creators will bring with our music on the Chingari platform.”

The company said its coming together with Saregama will empower the content creators to tap into the rich musical repertoire of the latter that are eternal favourites of generations while mixing it up with their new content.

Chingari gained instant popularity after the Indian government banned TikTok.

Deepak Salvi, COO & Co-Founder, Chingari, said, “Collaborations are the best way to bring out refreshing creations. On one hand we have Saregama, which has been a market leader. On the other hand, we have our amazing Chingari creators, who always want to break old records and do something new. It will be exciting to see new developments take shape under this collab.”

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