<\/p>\n
Having initially partnered three years back, Primary Wave and Times Music (a subsidiary, though part-owned by Primary Wave, of Indian media conglomerate The Times Group) unveiled their latest play today.<\/p>\n
Unsurprisingly, IP is front and center in the deal, the financial terms of which haven\u2019t been publicly disclosed. 36-year-old Catrack\u2019s catalog includes recordings from domestically prominent talent like Babbu Maan,\u00a0Malkit Singh<\/a>, Dolly Singh, and Manmohan Waris, to name a few.<\/p>\n And against the backdrop of the Indian music sector\u2019s streaming-powered buildout, Primary Wave and Times intend to capitalize on the acts\u2019 and works\u2019 reach with efforts spanning sync, film, OTT, branding agreements, \u201cand contemporary reinterpretations.\u201d<\/p>\n (Catrack itself took a stab at OTT with a platform called\u00a0Heeroz<\/a>, and per the LinkedIn page of founder Gaurav Trehan, the selling business has \u201creleased more than 500 Punjabi albums.\u201d)<\/p>\n All this said, there\u2019s a bit more to Catrack than a hit-heavy catalog. The\u00a0company has racked up roughly 200 million views on its \u201cCatrack Kids TV\u201d YouTube channel; offers both music and film production services via a seemingly expansive physical studio; and appears to have a presence in straight distribution as well.<\/p>\n In any event, Primary Wave and Times have plans of their own for the assets; Catrack\u2019s website and YouTube channels are already being taken down. And while time will tell precisely what these plans entail, out of the gate, execs are highlighting objectives of preserving and effectively monetizing Catrack classics.<\/p>\n \u201cWe\u2019re delighted to welcome the legendary music of Catrack to our partnership with Times Music,\u201d added David Loiterton, Primary Wave\u2019s Asia and Indo Pacific president. \u201cCatrack is a great example of our pursuit of unique, iconic music IP that can transcend generations and cultures, and we\u2019re looking forward to helping Times Music bring that music to new audiences around the world.\u201d<\/p>\n Today\u2019s play marks the third acquisition spearheaded by Times and Primary Wave, which last year\u00a0bought<\/a>\u00a0Bengaluru-based label ARC Musicq and Symphony Recording, billed as \u201cSouth India\u2019s top devotional music label.\u201d<\/p>\n<\/div>\n\u201cThe Catrack catalogue is a cultural treasure that defined an era for Punjabi music lovers,\u201d stated Times Music CEO Mandar Thakur. \u201cThis acquisition strengthens our commitment to preserving and re-energising India\u2019s most iconic music and artists.\u201d<\/h4>\n