Digital streaming platform Audiomack has partnered with India’s oldest record label, Saregama, to bring thousands of Bollywood hits and regional tracks to its global audience. Audiomack, now reaching over 10 million active users worldwide, has built a strong reputation for South Asian music, particularly Punjabi, which sees over 160 million streams monthly, with Canada alone accounting for 77.5 million of these plays.
Audiomack’s South Asian music curation lead, Akash Raje, emphasized the platform’s dedication to diverse musical subcultures, noting that “Audiomack Desi” serves a variety of tastes, including Afrodesi and Desi Electronic. Raje believes that adding Saregama’s extensive catalog will enrich Audiomack’s offerings, blending classic and modern Indian music for listeners globally.
With more than 200,000 monthly active users in India, Audiomack also has notable followings in Pakistan, Bangladesh, and South Asian communities in the UK. The platform’s partnerships include a recent collaboration with Canada’s 5X Fest, a major Punjabi music festival that saw 3,000 attendees and 50 million digital impressions in 2024. Audiomack curated the festival’s official playlist, supporting its mission to highlight South Asian music.
Audiomack, now at over 35 million monthly users, offers features like Connect for artist-fan interaction, Supporters for financial backing, and Audiomod for track editing. The partnership with Saregama follows other key collaborations, including one with royalty tracker Mogul and prior partnerships with Merlin, Universal Music Group, and DistroKid. For Saregama, the Audiomack deal aligns with its growth plans, following its acquisition of Pocket Aces Pictures and its return to Spotify after a prior dispute.
