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Eros STX Global Corporation announces 'Eros Now Music', a contemporised brand identity for Eros Music

Appoints Rajitta Hemwaani as Business Head, Music, who will drive the business of Eros Now Music and overlook content creation and acquisition. She brings over 20 years of experience in entertainment business. Her most recent stint was at 9X Media

Eros STX Global Corporation, a global entertainment company, has announced a contemporised brand identity for Eros Music — 'Eros Now Music'. The remodelled destination comes with the power of 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. The news will provide is certain to bring delight to music aficionados, providing them access to an extensive music library with a plethora of genres to choose from.

In a country that celebrates the diversity of music, the new, modernised brand will provide an unparalleled opportunity to 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 enables Eros Now Music to cater to audiences’ varied choice of music.

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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. Hemwaani brings more than two decades of experience and expertise in entertainment business to Eros. Hemwaani has been a part of start-ups and is known in the business for her disruptive and 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 Senior Vice-President/Chief Content Officer for the past four years. Prior to last business, Hemwaani also held leadership roles with organisations such as Universal Music Group, Star TV Network, The Times of India Group, Tips Films, Reliance Entertainment, among others.

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Rishika Lulla Singh, Co-President, Eros STX Global Corporation, said, “Music plays a significant part in Indian culture. With Eros Now Music, we aim to take consumer experience a notch higher by offering the audience a diversified playlist that brings emerging and established artist across geographies of the country together on one single platform. Furthermore, the worldwide presence of the OTT platform Eros Now will help in enhancing Eros Now Music reach and cater to a wider set of music enthusiasts who enjoy local, cultural, music.”

Kumar Ahuja, COO, Eros International Limited, said, “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 on board and navigate the brand’s growth story.”

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Eros Now Music will be releasing hundreds of originals in the next one year. Established and emerging artists with expertise in genres such as Indie, pop, Sufi, EDM, Hip Hop, New Age, among others will showcase their talent across regional languages, including Hindi, Punjabi, Bhojpuri, Haryanvi, thus supporting local talent as well as connecting to a wider music audience. 

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