Eros has also appointed Rajitta Hemwaani as Business Head – Music, who will be responsible for driving the business of Eros Now Music, overlook content creation and acquisition.
Eros STX Global Corporation announced a contemporized brand identity for Eros Music – ‘Eros Now Music’. The remodeled destination comes with the synergies of Eros Studios and the OTT platform – Eros Now which will aid the brand by supporting its existing music library, new originals, non-films music, and independent artists across languages and genres, thus elevating its current position.
In a country that celebrates the diversity of music, the new, modernized brand will provide an opportunity for new and emerging talents from across the country to launch their music on the platform and connect with a global audience. The growing demand for independent artists, non-film music, and songs in different languages also enable the rebranded property to not only cater to audiences varied choice of music but also continue to create the most sought-after destination for new and established musicians within the country.
As the newly appointed business head, Rajitta brings more than two decades of experience and expertise in the entertainment business to Eros. Over the years, Rajitta has been a part of start-ups and turn arounds and is well known in the business for her clutter-breaking ideas for launching some of the most well-known labels, music talent, and properties.
Her most recent stint was at 9X Media Pvt. Ltd., where she was the Senior Vice President/Chief Content Officer for the past 4 years. Prior to last business, Rajitta also held leadership roles with established organizations like Universal Music Group, Star TV Network, The Times of India Group, Tips Films, Reliance Entertainment amongst others.
Commenting on the developments Rishika Lulla Singh, Co-President, Eros STX Global Corporation, said, “Music plays a significant part in Indian culture. With the rebranding we aim to take consumer experience a notch higher by offering the audience a diversified playlist that brings emerging and established artists across geographies of the country together on one single platform.”
Commenting on the strengthening the leadership team, Kumar Ahuja, COO, Eros International Limited, shares, “Rajitta comes with proven leadership and business expertise and will play a key role in upscaling Eros Now Music business in the emerging markets. We are delighted to have her onboard and navigate the brand’s growth story.”