Spotify has signed a global content deal with Indian entertainment firm T-Series. Under the terms of the agreement, Spotify’s audience will be granted access to T-Series’ entire music library, which includes Bollywood soundtracks and music from emerging artists. T-Series has grown from its roots as a cassette label in the 1980s to holding its current crown as the most-viewed YouTube channel in the world.
“One of the ways Spotify has helped revolutionize music discovery is through its ability to connect millions of fans with the best music and artists from all over the world in a way that just wasn’t possible before streaming,” said Paul Smith, director and head of international licensing at Spotify. “Today’s deal with T-Series significantly strengthens our Indian music catalogue, bringing Bollywood to more than 200 million Spotify users worldwide. Having T-Series on Spotify is hugely significant and shows our commitment towards providing the very best music for our users.”
“We are bullish about India’s most popular music company tying up with the world’s most popular music streaming service,” T-Series Chairman and Managing Director Bhushan Kumar said. “We are confident that together we will be able to reach new markets and spread the love for Indian music far and wide.”
Late last year, Variety reported that Spotify has been mobilizing for a launch in India. The country has a large music market that is on the rise as mobile devices become cheaper and more prevalent. Securing an advanced deal with a top entertainment operation could be another step in Spotify’s preparation for a local rollout.