Mumbai: ITW Playworx today joined hands with the doyen of Indian music industry Sonu Nigam and announced the formation of a new talent management entity in the field of music called Playworx Music.
Playworx Music will not only scout and nurture new talent but also manage existing talent in terms of a complete 360-degree approach with respect to handling their assignments related to movies, live shows, branded content, digital extension, IP’s, etc.
Sonu Nigam says, “The Indian music industry has undergone a sea change over the last decade or so in terms of the consumption pattern with newer and exciting avenues opening up. I strongly believe that the music industry is at the threshold of a new era with various dynamics at play and it is incredibly exciting to be a part of this phase with a venture like Playworx Music.”
Neeraj Bahl, CEO, ITW Blitz and PlayworxMusic said “Be it as a singer, composer, actor, the world has seen Sonu Nigam in various avatars. They will now get to see a very different side to Sonu, which is of an entrepreneur. He is someone who has been an intrinsic part of the Indian music industry and with an experience that speaks volumes. We are happy that Sonu has chosen ITW Playworx to begin his entrepreneurial journey and wish him all the very best.”
Commenting on same, Sidharth Ghosh, CEO, ITW Playworx says, “Sonu Nigam is a brand in himself and needs no introduction. When we were toying with the idea of Playworx Music, we felt who better than him to spearhead it. With unparalleled music sense and staggering achievements like no one else, Sonu is someone who the business as well as talents will gain immensely from.”
Bhairav Shanth, Co-Founder, ITW Consulting Pvt. Ltd. says, “We are privileged and honored to have Sonu Nigam on board with us. With Sonu playing an integral part in this venture, we are sure that it will break new grounds in the music fraternity. We welcome him to the ITW family and look forward to embark on yet another exciting journey.”
Playworx Music will also look at collaborating with International artists and labels and look at honing and giving exposure to the talents at not only national level but also open doors at the global level.