Pretty Lights Music, the first American label on Dhingana, will be available for its users, bringing a new music genre to the largest Indian music streaming company
Pretty Lights is an electronic music artist that combines elements of hip-hop, funk, jazz and soul music to produce songs that span across several genres.
The licensing agreement will give Dhingana visitors access to songs from all artists on the Pretty Lights Music (PLM) label such as Gramatik, Michal Menert, SuperVision and Pretty Lights, among several others.
Dhingana hopes to help this label and genre break into the Indian market by allowing this music to be heard by visitors around the world and to encourage other Indie musicians to join the site.
Snehal Shinde, CEO of Dhingana said in a statement, "We recognise our audience's interest in both Indian and Western music, and we want to give them what they want to hear."
In addition to streaming on the Dhingana website, visitors can stream Pretty Lights Music on Android, iOS, Blackberry and Nokia phones using the Dhingana app. Currently, Dhingana features a library of over 400,000 songs from 35 Indian languages and genres.
Dhingana, which had raised an undisclosed amount of funding from Inventus Capital Partners and Helion Venture Partners in 2011, competes with other music streaming sites like US-based Saavn and Times Internet-backed Gaana.com. Saavn and Gaana do not have a similar ad platform as of now.
(Edited by Prem Udayabhanu)