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9X Media launches new vertical SonicX; appoints Rajitta Hemwaani as Senior VP

Headed by Hemwaani, SonicX will tap the business potential and talent of independent music content

BestMediaInfo Bureau | Mumbai | December 27, 2016

Rajitta Hemwaani Rajitta Hemwaani

9X Media has appointed Rajitta Hemwaani as Senior Vice President to head SonicX, a new business division initiated to tap the business potential and talent of independent music content. Hemwaani will be reporting to Pradeep Guha, MD of 9X Media.

Prior to joining 9X Media, Hemwaani was the India Head for Audioboom, UK, a digital radio platform. With a career spanning over 20 years, Hemwaani has also worked as VP Content with Star TV Network and Universal Music Group.

Guha said, “9X Media has always nurtured and encouraged talent by providing them appropriate platforms through the Network’s properties of music channels and content portals. As the company gears up to discover, nurture and proliferate independent music content and talent, Hemwaani’s rich and diverse experience will be of immense value”.

Hemwaani started off in the world of music and films giving the music business some of its biggest and most successful discoveries like Dj Suketu, Jassi, Indian Ocean, Bombay Rockers, Raghav, Dj Akbar Sami, Mohit Chauhan, Whosane, Nasha and many more.

Hemwaani has conceptualised and produced music for the most respected names in the business including AR Rahman, Nusrat Fateh Ali Khan, Gulzar, Abida Parveen, Ghulam Ali, Jagjit Singh, Lata Mangeshkar, Pritam, Hard Kaur, Juggy D, Anu Malik, Asha Bhosle, Bohemia and Rishi Rich among others. She also launched Times Music for The Times of India Group and spearheaded its content and business strategy for over ten years.

Hemwaani, said, “I am extremely pleased to be a part of the young and vibrant team at 9X Media. I look forward to working with Guha who is a doyen of the media and entertainment Industry. At SonicX we will mentor, groom and introduce deserving talent to the world of music and Bollywood and catapult them to the next level of Superstardom.”

Having worked with the best names in media such as Universal Music Group, Star TV Network, Reliance Entertainment, Amitabh Bachchan Corp, Hemwaani has specialised in content and business development across films, music, television and radio.


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