ITW Playworx forms music talent management company in partnership with Sony Nigam
MUMBAI: ITW Playworx, the Entertainment, Media & Communication arm of ITW Consulting, has joined hands with singer Sonu Nigam to launch a music talent management company called Playworx Music.
Playworx Music will not only scout and nurture new talent but also manage existing talent in terms of a complete 360-degree approach with respect to handling their assignments related to movies, live shows, branded content, digital extension, IP’s, etc.
Commenting on the partnership, Sonu Nigam said, “The Indian music industry has undergone a sea change over the last decade or so in terms of the consumption pattern with newer and exciting avenues opening up. I strongly believe that the music industry is at the threshold of a new era with various dynamics at play and it is incredibly exciting to be a part of this phase with a venture like Playworx Music.”
ITW Blitz and Playworx Music CEO Neeraj Bahl said, “Be it as a singer, composer, actor, the world has seen Sonu Nigam in various avatars. They will now get to see a very different side to Sonu, which is an entrepreneur. He is someone who has been an intrinsic part of the Indian music industry and with an experience that speaks volumes. We are happy that Sonu has chosen ITW Playworx to begin his entrepreneurial journey and wish him all the very best.”
Commenting on same, ITW Playworx CEO Sidharth Ghosh added, “Sonu Nigam is a brand in himself and needs no introduction. When we were toying with the idea of Playworx Music, we felt who better than him to spearhead it.”
ITW Consulting co-founder Bhairav Shanth said, “We are privileged and honored to have Sonu Nigam on board with us. With Sonu playing an integral part in this venture, we are sure that it will break new grounds in the music fraternity. We welcome him to the ITW family and look forward to embark on yet another exciting journey.”
Playworx Music will also look at collaborating with International artists and labels and look at honing and giving exposure to the talents at not only national level but also open doors at the global level.