Creinse Limited, a leading brand innovation, music and entertainment company, announced its official alliance with world’s leading music record label Sony Music Entertainment India to launch Sony Music’s syndication and brand services in Bangladesh. The tie was officially knotted at Lakeshore Hotel Poolside recently with the presence of some of the leading and new generation music talents, representatives of FM radio station and brands.
Sony Music is the home to the world’s greatest music and artists such as Bob Dylan, Michael Jackson, Whitney Houston, Elvis Presley, Johnny Cash, Bruce Springsteen, Celine Dion, AC/DC, Beyonce, Foo Fighters, One Direction, Britney Spears, Usher, Justin Timberlake, Mark Ronson, Miley Cyrus, Calvin Harris, Pharrell Williams and many more.
Under this unique partnership, Creinse Limited will develop and manage integrated music services for brands and synchronisation in advertisements, build live IP, attain radio administration for licenses and fees collections among other responsibilities. As part of this association, Creinse will explore selective established and emerging Bangladesh talents and offer them an opportunity to distribute their recordings through Sony Music’s global digital platform.
In the evolving digital age, music connects consumers to brands. In today’s highly visual world, the need is paramount for the right music to be married to the right brand. Creinse will facilitate innovative and creative music related brand solutions including brand planning, consumer insight, social media strategies, creating specialised branded music content and manage digital marketing platforms. At this cusp of evolving media, Sony Music’s vast catalogue of over two million tracks offers local and international brands in Bangladesh an opportunity to integrate with the finest music in the world.
Earlier in 2015, as a pilot project, Creinse took an initiative to bring back ace music performer Maqsood and Feedback together for a recreation of the iconic Melai Jairey for Pohela Boisakh 2015. The new version of Melai Jairey was distributed through GP Music in Bangladesh and became the first song to be distributed by Sony Music in India and across the global online platforms.On the occasion, Shridhar Subramaniam, president of Sony Music Entertainment, India and the Middle East, said, “We are very excited about this unique partnership in a fast growing and passionate music market. With strong local knowledge and relationships, Creinse is the ideal partner to introduce innovative ways for brands, broadcasters and artists to use the vast library and power of Sony Music. I look forward to working closely and supporting this important initiative.”
Rabeth Khan, managing director of Creinse Limited commented, “This is another milestone step for the Bangladeshi music industry where we have one of the world’s biggest music labels, Sony Music, bringing closer its international inventory to the brands and media houses as well as provide a strong opportunities for Bangladeshi artists to market their talents beyond Bangladesh.
“This will drive innovation and value creation for the music industry, bolstering Bangladesh’s position as a fast growing and vibrant music arena in the world with an abundance of local talents,” he added.