India’s oldest music label Saregama partner with American platform Triller to add their large catelogue to the short-form video app.

Announced by Saregama yesterday, the Indian music label have signed a global licensing deal with Triller. This will bring Saregama’s catelogue of over 130k songs to the TikTok competitor.

As part of this deal, Saregama will license its entire catalogue to Triller allowing users to create innovative content using the robust music library of over 130,000 songs in diverse Indian languages like Hindi, Bhojpuri, Bengali, Tamil, Marathi, Telugu, Malayalam, Kannada, Punjabi and Gujarati, amongst many others.

Saregama in a regulatory filing

Saregama represents the rich diversity of Indian music and the company is excited to enter into this important partnership to ensure music publishers are fairly compensated for the legacy they have built over the years. This new agreement reiterates our commitment to supporting publishers in South Asia and around the world as we grow the Triller platform.

Bobby Sarnevesht, Chairman and Co-owner, Triller

This isn’t Saregama’s first major signing in recent years. The Indian music label signed similar deals with social media and streaming services such as Facebook, Spotify, Amazon and TikTok’s streaming service Resso.

Triller gained popularity last year following TikTok’s ban in India. Many thought the short-form video app would likely take TikTok’s place as threat of a ban in the US were made last summer. As the platform grew, Triller signed deals with major publishers such as NMPA, after losing their license with Universal Music Group.