NEW DELHI: To make its presence felt in the world of new age music, Indian short video app Chingari has announced its collaboration with popular music label Koinage Records. Under the licensing deal, all the released and upcoming tracks of the record label will be now available to Chingari users to create content on the platform. 

Koinage Records is known for producing multiple genres of music content with a focus on delivering music for every genre and age. The Delhi-based music label not only intends to collaborate with known artists from the industry but with independent artists across the country.

"We intend to bring forth original content in the independent music space by identifying the right talent and provide them an opportunity to showcase their talent at the highest level,” said Koinage Records business director Ramit Bhat. "With our collaboration with Chingari, we feel our vision to bring forth multi-genre music content will get the right and wider audience.”

Chingari founder Sumit Ghosh said the partnership with Koinage would create a wave among youth in India. 

"This collaboration further substantiates Chingari to provide content that’s in sync with the preference of youth in India. Last week, we happily announced Salman Khan as our official brand ambassador and investor. I hope these high-impact collaborations and campaigns will help us impel more audience," added Ghosh. 

He went on to say that the start-up’s future outlook is to "continue being the most favourable and most preferred platform to connect with brands, artists, production houses, music labels, and online users like never before, and our ethos to reach out to across every state of Bharat." 

Chingari co-founder and COO Deepak Salvi remarked that this alliance will not only help the short form video app to localise content in every language but also help the companies mutually benefit from the perks that come along with the deal.