Sony plans global mktg push for 'My Name is Khan' music

After bagging projects like Wake Up Sid, Tum Mile, Kurbaan and What's Your Rashee in 2009, Sony Music has more lined up for 2010, including the Shah Rukh- Kajol starer 'My Name is Khan' whose music was released earlier this month.

Divulging the marketing and promotion plans of the film, Sony Music marketing director Sanujeet Bhujabal says, "With My Name is Khan, we have developed an extensive and aggressive plan to deploy the music in all the key global markets for marketing Bollywood music to the world at large.

For the first time, the music will be showcased in over 20 countries, which will be supported by a dedicated marketing plan for each of the territories. We are also targeting the cross-over markets and will follow the theatrical plan being developed by Fox Star Studios. As part of our extensive marketing plan – our focus will be to make sure the audience samples the music not only at an optimal frequency, but also in the relevant setting. Associations for innovative programming with leading music channels, GEC channels and radio networks and web marketing are but a few things which we will be undertaking." The music of My Name is Khan was is composed by the Shankar Ehsaan Loy trio.

The label bags most of the films made under the Karan Johar owned Dharma productions. Talking about its association with the banner, Bhujabal says, " Our decade long relationship with Dharma is based on mutual respect, trust and a common vision. We feel both the parties see great value in the relationship and in these days it is a very rare thing to see a relationship go through a decade long journey without any hiccups. It is a mutually rewarding experience."

Expanding its portfolio into the regional music space, Sony has bagged the audio rights of a couple of Tamil films too. Says Bhujabal, "On the Tamil front, 2009 was a landmark year for us with blockbusters like Kanthaswamy, Vaaranam Aayiram, Aaiyarathil Oruvan, Naadodigal, Maasilamani. Next in line is A R Rahman’s first Tamil soundtrack after the Oscars ‘Vinnaithaandi Varuvaaya’ (‘WILL YOU CROSS THE SKIES FOR ME?’) and ‘Goa’ (Soundarya Rajnikanth’s first production) amongst many others." Music of Vinnaithaandi Varuvaayaa was launched in a reception at the recent BAFTA awards in London where Rahman along with the artistes performed live. The music of Goa has been scored by Yuvan Shankar Raja.

The music label has plans to launch a couple of non-film projects in the coming year as well. Bhujabal says, "We are exploring a lot of interesting avenues in the non film projects in the Devotional, New Age, Spiritual, Classical genres and of course, Indi-Pop. Our immediate initiatives include signing talent like Shivali – who presents traditional bhajans and shlokas with a global sound and also licensing spiritual, Sufi and New-age instrumental albums with similar sounds." The label will churn out the next album by A R Rahman protégé and renowned flautist Naveen Kumar shortly.

In its Talent Management initiative, the label has signed the India’s Got Talent winners and ‘CNN IBN Indian of The Year – Entertainment’ nominated ‘Prince Dance Group’ – who have already performed at Wills Lifestyle Fashion Week, CNN IBN Awards and Mumbai Police Welfare Show amongst other functions.