Saregama Announces Its Re-Entry into the Punjabi Music Market

By 121News

Chandigarh 13^th Feb, 2020:- Saregama, India's oldest and largest music label is all geared to make a confident re-entry into the Punjabi music scene with the launch of their latest original single. The song, by popular Punjabi singer Nawab, called Car Tere Piche, is an up- tempo catchy track, positioned to rule the airwaves in clubs and parties.

Nawab rose to fame with his 2018 single - Expert Jatt. In last 2 years, he has given notable hits like Follow, Tattoo song and Nawaabi. Car Tere Piche is his latest track, where he collaborates with Starboy Music X for the music and has lyrics by Navi, who has also written the words for the runaway hit – Wakhra Swag earlier. Shot exclusively in Armenian downtown, the video scores ticks the right boxes on style and glamour, with Nawab taking centre stage in it.

Saregama's association in the Punjabi music market is well marked with the rich catalogue content that they possess. It boasts of classics by the all-time greats like Gurdaas Mann, Kuldeep Manak, Chamkila, Surinder Kaur, Narinder Biba and Jagjit Singh among others. Saregama's immensely popular digital audio player – Carvaan also has its Punjabi, along with a handy Carvaan Mini Gurbani, that has a pre-loaded collection of paths and bhajans of Gurus by various Sikh Ragis. With the launch of the new single – the first of many in the coming year - Saregama is poised to cater to the youth segment, thereby further entrenching its footprint in the Punjabi market.

Vikram Mehra, MD of Saregama India said that the Punjabi music landscape has always been a thriving one – energetic and celebratory, and poignant and emotional in equal measures. Our Punjabi music catalogue has some of the best work done by the stalwarts of Punjabi music. While we are immensely proud and appreciative of this rich repository, we are also mindful of the huge audience that lies with the youth segment of today. The Punjab market is of great importance to us.  We are looking to extend our reach here through Carvaan and its variants, by the several new music releases that we have planned in the coming months, and even scour for new talent from this region.