Saregama signs licensing deal with short video app Triller

Saregama on Tuesday announced a global music licensing deal with short video app Triller. Saregama’s entire catalogue will be available officially on Triller as part of the deal.

The Indian music label has a library of over 1,30,000 songs available in different Indian languages including Hindi, Bhojpuri, Bengali, Tamil, Marathi, Telugu, Malayalam, Kannada, Punjabi and Gujarati. It’s also home to classics from the Bollywood genre along with devotional music and Ghazals. Songs from classic artists like Lata Mangeshkar, Kishore Kumar, Mohammed Rafi, Asha Bhosle, Gulzar, Jagjit Singh, R.D Burman, Kalyanji Anandji, Geeta Dutt , Laxmikant Pyarelal are offered by Saregama.

Through the partnership, Triller users will be able to create short videos using licensed songs from Saregama.

“Saregama represents the rich diversity of Indian music and we are excited to enter into this important partnership to ensure music publishers are fairly compensated for the legacy they have built over the years. This new agreement reiterates our commitment to supporting publishers in South Asia and around the world as we grow the Triller platform,” said Bobby Sarnevesht, Chairman and co-owner of Triller.

The integration with Saregama can help Triller expand its footprint in India. The company also signed a deal with JioSaavn last year. Triller launched back in 2015, and it’s an American company largely owned by Hollywood producer Ryan Kavanaugh and LA-based Proxima media, and backed by a host of artists including Snoop Dogg, The Weeknd, Kendrick Lamar and Lil Wayne. Triller is similar to TikTok but the app’s core focus is music.