ITW Playworx launches new vertical 'Playworx Music'

ITW Playworx, the entertainment, media and communication arm of ITW Consulting, has announced the formation of a new talent management entity called Playworx Music. For this new music talent management company, ITW Playworx has partnered with singer Sonu Nigam.

Playworx Music will not only scout and nurture new talent but also manage existing talent in terms of a complete 360-degree approach with respect to handling its assignments related to movies, live shows, branded content, digital extension, IP’s and other verticals.

Neeraj Bahl

Neeraj Bahl, CEO, ITW Blitz and Playworx Music, said, “Be it as a singer, composer, actor, the world has seen Nigam in various avatars. They will now get to see a very different side of him, which is of an entrepreneur. He is someone who has been an intrinsic part of the Indian music industry and with an experience that speaks volumes. We are happy he chose ITW Playworx to begin his entrepreneurial journey.”

Playworx Music will also look at collaborating with international artists and labels and look at honing and giving exposure to the talents at not only the national level but also at the global level.

Bhairav Shanth

Bhairav Shanth, Co-Founder, ITW Consulting, said, “With Nigam playing an integral part in this venture, we are sure that it will break new grounds in the music fraternity.”

Nigam said, “The Indian music industry has undergone a sea change over the last decade or so in terms of the consumption pattern with newer and exciting avenues opening up. I strongly believe that the music industry is at the threshold of a new era with various dynamics at play and it is incredibly exciting to be a part of this phase with a venture like Playworx Music.”

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