Warner Music India Unveils Season 2 of Folk Music Franchise ‘Maati’ (EXCLUSIVE)
Warner Music India has launched season two of “Maati,” its folk music franchise, opening on Sept. 3 with the Sufi qawwali “Jalwa-e-Jaanaan” as the eight-track season begins rolling out across eight languages. Anurag Saikia composed the music for the first track, which features vo
Warner Music India's revival of its folk music franchise "Maati" for a second season is a strategic move that highlights the growing demand for regional and traditional music in India. By focusing on folk music, Warner Music India is tapping into a rich cultural heritage that resonates with a wide audience. The decision to release tracks across eight languages also underscores the company's understanding of India's linguistic diversity and its potential for music consumption.
The choice of Sufi qawwali as the opening track is particularly noteworthy, given the enduring popularity of Sufi music in India. The involvement of composer Anurag Saikia adds a layer of credibility to the project, as he is known for his work in the Indian music industry. By leveraging the success of the first season, Warner Music India aims to further consolidate its position in the market and appeal to fans of traditional music.
As the music streaming landscape in India continues to evolve, it will be interesting to see how "Maati" Season 2 performs in terms of engagement and streaming numbers. With the resurgence of interest in regional music, Warner Music India's bet on folk music seems timely. To watch next: the response of other music labels to this initiative and how they adapt their strategies to the changing tastes of Indian music listeners.
Originally reported by variety.com. MusicNewsletter adds analysis for culture, style & media readers.