A fancy stage, celebrity guests, and guests from media. Well, that is a typical setting for the music premiere of a movie’s original soundtrack in India. Not any more for some of them.
Presented by Viacom 18 Motion Pictures and produced by Anurag Kashyap, the forthcoming film – Gangs of Wasseypur, has earned the interesting distinction of being the first film in India to premier the film’s soundtrack on mobile platform before the album’s physical release. Gangs of Wasseypur has garnered unprecedented buzz from international media and has been selected for the prestigious “Directors’ Fortnight” at the 65th Festival De Cannes.
Airtel and Hungama Mobile collaborated in this interesting change to marketing and distributing entertainment with an intention to tap into the growing tribe of mobile music listeners and generate ancillary revenues from mobile downloads, ringtones, and caller-tones.
Airtel mobile subscribers got 10 days of exclusive access to music from the forthcoming movie via Hello Tunes and Airtel Radio. Hungama Mobile, a part of Hungama Digital Media Entertainment Pvt. Ltd., is the largest aggregator, developer, publisher and distributor of Bollywood and South-Asian entertainment content in the world. It powers close to 75% of all mobile entertainment content in India.