Sonu Niigaam, Cinsay announce unique US-Bollywood partnership

29 Lug 2009 | da

Exclusive Sonu footage and merchandise line
featuring the popular artist



New York, July 28, 2009: Sonu Niigaam, Bollywood’s leading singing talent, has joined forces with Cinsay, one of the world’s fastest growing media and software companies, in a unique collaboration to bring the star closer to the millions of fans and consumers in the US.

In conjunction with Sonu Niigaam’s latest US concert tour Explosion 2009, the content-to-commerce partnership enables Cinsay to bring access to exclusive, never-before-seen performance, rehearsal and behind-the-scenes video footage, music videos and branded consumer products, including new clothing and merchandise line, to fans in the US and elsewhere. The footage and the merchandise line will be available at

The collaboration was facilitated by Music is Nirvana, a leading content aggregator of South Asian music and movies in the US. As part of its joint venture with Cinsay, Music Is Nirvana will bring on board more South Asian talent to create music portals and merchandising opportunities.

“The Internet is clearly the future of entertainment, and I am very excited to be collaborating and working with such a progressive team as Cinsay,” said Sonu Niigaam. “In addition to creating original content which will help my fans see me in different situations than they are used to, Cinsay and I are working together to create a line of apparel and merchandise which reflects my passion for performing. I hope fans around the world will enjoy these new designs.”

Added Matthew Papish, President and Chief Executive Officer of Cinsay, “The time has come for a huge explosion of Bollywood entertainment and merchandise to hit the US, thanks to the success of films like ‘Slumdog Millionaire,’ and stars like Sonu already have tremendous fan bases throughout the world. We are pleased to be working with Sonu to help bring his talent and passion to existing fans, as well as an entirely new audience through Cinsay’s hugly popular enterprise software platform “content-to-commerce” and vast digital network.”

Said Nick Rajsakha, CEO of Music Is Nivana, “We are very committed to promoting South Asian talent on various platforms across America. With our partnership with Cinsay, we are very excited to promote Sonu’s merchandise and content and plan to sign on more leading artists.”

Sonu Nigam-5.jpg

Sonu Niigaam recently launched his US concert tour, Explosion 2009, with performances at Washington, DC’s Patriot Center and the Special Events Center in Garland (Dallas), TX. He is playing at very large venues in each city, and all concerts are expected to sell out. The newly-designed merchandise will be available at each venue. Remaining tour dates/locations include:

8/1 Atlantic City, NJ – Trump Taj Mahal

8/2 Los Angeles, CA – Shrine Auditorium

8/7 Houston, TX – Reliant Arena

8/8 Oakland, CA – Oracle Arena

8/9 Denver, CO – Buell Theater, Denver Performing Arts Complex

8/15 Orlando, FL

One of Bollywood’s most versatile and talented singers, Sonu Niigaam was born in Faridabad, Haryana, and moved with his family to Delhi while still young. At 17, Sonu moved to Mumbai to pursue a singing career, and soon had his big break with “Accha Sila Diya Tune,” from Bewafa Sanam. He became the host of the television competition show “SaReGaMa” and soon recorded his first big hit “Sandese Aate Hai,” from the movie Border. He quickly won the hearts of millions and carved his own niche as one of Bollywood’s most popular and sought-after singers. He is a two-time Filmfare Award winner for the tracks “Saathiya” and “Kal Ho Na Ho,” and has amassed a legion of fans throughout the world thanks to his performances in a large number of films, including “Lage Raho Munnabhai, Don – The Chase Begins Again, Jaan-E-Maan, Umrao Jaan, Dhoom 2, Baabul, Salaam-E-Ishq, Eklavya, Kya Love Story Hai and Ta Ra Rum Pum.

In addition to his films, Sonu has recorded numerous pop albums, including Mausam, Sapnay Ki Baat, Kismat, Deewana, Jaan, Yaad and Chanda ki Doli. As an actor, Sonu has appeared in the films, Jaani Dushman, Kaash Aap Hamare Hote and Love in Nepal, and has been a judge on Indian Idol.

About Cinsay, Inc.

Cinsay Inc. is a fully-integrated media and software company which specializes in several proprietary content-to-commerce technology platforms and applications driving revenue through the creation and delivery of entertainment, advertising, licensing and merchandising. Cinsay has attracted some of the world’s most recognizable brands and entertainment content through its scalable platform designed to attract targeted audiences with affinities to merchandise and consumer products. Cinsay’s unique embeddable player and elegant shopping engine can be experienced and utilized on its own website, through its digital network partners, licensing partnerships and virally on the Internet’s largest social networks. Furthermore, Cinsay provides advertisers with a sophisticated suite of marketing solutions, powered by the web’s best advertising technologies which provide product placement, embedded advertising and social networking capabilities. Cinsay’s advanced, customizable features are designed to help advertisers and merchandising partners pinpoint and engage the right audiences, thereby driving scale and achieving growth in a fragmented market.

About Music Is Nirvana

Music Is Nirvana is a content aggregator, which seeks to distribute South Asian music and entertainment content on various platforms across North America. The company also aims to become a worldwide developer and publisher of Bollywood and South Asian music, movies, mobile and digital entertainment content. The company, which is privately-funded with a network of affiliate relationships in North America and South Asia, has a current library of 500,000 music titles, 20,000 music video clips and 1,000 movies. Music Is Nirvana is looking to expand on satellite, cable and IPTV platforms with its catalog to create customized channels in many Indian languages. Through the company's relationships with leading carriers in the US and South Asia and with direct access to established media and entertainment companies, Music Is Nirvana is able to secure premium entertainment properties and extend brand value through personalization of music, movies, content, games, SMS, merchandise campaigns and various different promotions spanning the entire breadth. The company's range of service and content includes mobile TV, ring tones, music downloads, merchandising and brand building, video download and streaming, gaming applications based on movies and a broad range of interactive applications.


Source:  Pressrelease Cinsay / Music Is Nirvana / Sonu Niigaam

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