With an earnest aim of promoting artists who don’t have a label and can’t get their music into the store, Ditto Music has arrived in India looking for new talent. Its move has grabbed the attention of many owing to the fact that it’s known to be the record label responsible for throwing limelight on artists like Ed Sheeran and Sam Smith, who later went on to become global stars.
Lee Parsons, founder and global CEO of Ditto Music has asserted that the company will be looking beyond Bollywood in India. Acknowledging the immense presence of rock music, hip-hop and other underground scenes in the country, he revealed that their aim is to pick local talent and push it globally.
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“I grew up in Birmingham, which had an Indian community. I used to record in a studio where Zeus (an artist with roots in India) used to be there all the time. At that time, he had sold about 20 million CDs in India. I was also managed by a guy who managed Apache Indian,” said Parsons.
Ditto Music had set up its Indian/South Asian office back in October 2017, and the company hopes to pick up new artists by September this year in order to give their careers a big boost. Their focus is clear, as they want to promote those who don’t have a label and can’t get their music out into the open.
Said Lee, “What I want to do is to help every artist here to have an outlet for their music and then take them to an international level. The way labels work, not just in India, they are not too transparent. A lot of people complain that they don’t get paid on time. We will pay every penny of what they earn.”
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Talking about Ed Sheeran, Lee added that he is “still one of the nicest people.” He also said that Ed would be ready to play even for two people because he was so happy just to be playing live. About Sam Smith, Lee said that he “had an amazing voice that stood out.”
Ditto Music’s entry into India is great news for independent artists looking for a stage to showcase their talent on. Here’s hoping many big acts that are languishing in the dark are brought to the fore by this global record label.
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