Imagine India has launched Mahra Tora, an imprint devoted to Haryanvi music.
In keeping with the corporate, the imprint “marks a big step in Imagine’s dedication to regional music in India” and can present “strategic, advertising and monetary help to native expertise, whereas making certain they keep full inventive management over their careers.”
The label is about to launch with eight artists from the Haryanvi music scene: Kabira, Ajay Bhagta, Kaka WRLD, GP Ji, Hashtag Pandit, Amit Saini Rohtakiya, Amit Dhull, and Renuka Panwar
Mahra Tora is the most recent imprint from Imagine geared toward creating regional and unbiased music scenes worldwide, following launches of hip-hop-focused imprints in Thailand (bYOND), Italy (MAST), and France (Avant-Garde, AllPoints, and Morning Glory).
Vivek Raina, Managing Director, Imagine India, stated: “Haryanvi music has seen a meteoric rise in reputation, resonating with audiences past its regional roots.
“With ‘Mahra Tora,’ we goal to offer a powerful platform for Haryanvi artists, making certain they’ve the suitable instruments to achieve wider audiences and construct sustainable careers.”
“With ‘Mahra Tora,’ we goal to offer a powerful platform for Haryanvi artists, making certain they’ve the suitable instruments to achieve wider audiences and construct sustainable careers.”
VIVEK RAINA, BELIEVE INDIA
Shilpa Sharda, Head of Artist Companies, Imagine India, added: “The vitality and authenticity of Haryanvi music is unparalleled. ‘Mahra Tora’ is our manner of investing on this vibrant scene, empowering artists with the best-in-class help to scale new heights within the business.”
“Mahra Tora’ is our manner of investing on this vibrant scene, empowering artists with the best-in-class help to scale new heights within the business.”
SHILPA SHARDA, BELIEVE INDIA
The newest launch marks Imagine’s continued enlargement in India.
The corporate expanded its positioning available in the market by way of the acquisition of Venus Music in 2019 (renamed Ishtar in 2021), claimed to be one of many largest catalogs of authentic Bollywood soundtracks in Hindi.
In 2021, Imagine acquired a controlling stake in India-based Assume Music, an unbiased firm for authentic soundtracks in Tamil language.
In January 2024, Imagine acquired what it described as a “Punjabi powerhouse” catalog from India-based White Hill Music, whose roster Imagine has reportedly been supporting with digitalization and artist companies since 2017.Music Enterprise Worldwide
