Mumbai: As part of its ongoing efforts to provide a mainstream platform for indigenous talent, Warner Music India on Monday announced the launch of a new record label, Maati.

The label will feature artists from across the length and breadth of the country, who have been discovered by Warner Music India and represent their regions’ local music fused with their unique styles, said the company in a statement.

“In India, folk music emerges from local culture and reflects the local way of life. Pop music inspired by folk melodies has arguably created some of the best music in recent years. Yet original folk artists rarely receive any recognition for their great work," stated Warner Music India managing director Jay Mehta. “With Maati, we aim to provide a national platform for Indian folk music, its purest forms, and its artists, in a sustainable ecosystem where they can showcase their raw, unadulterated talent. The rustic authenticity of their music is an amazing experience that we'd like to bring to more mainstream audiences," Mehta added.

The label’s first single ‘Runak Jhunak' is a Rajasthani folk fusion song from emerging artist Kanika that will be released on 22 October. It will be followed by a Pahadi track ‘Phul Khilala,’ performed by Garhwali singer Priyanka Maher, shared the music company.