ITW Playworx announces a new venture with Music Icon Sonu Nigam

by Shrutee K/DNS

Mumbai, 7^th December 2017: ITW Playworx, the Entertainment, Media & Communication arm of ITW Consulting Pvt. Ltd. joined hands with the doyen of Indian music industry Sonu Nigam and announced the formation of a new talent management entity in the field of music called Playworx Music.

Playworx Music will not only scout and nurture new talent but also manage existing talent in terms of a complete 360-degree approach with respect to handling their assignments related to movies, live shows, branded content, digital extension, IP’s, etc.

Sonu Nigam says, “The Indian music industry has undergone a sea change over the last decade or so in terms of the consumption pattern with newer and exciting avenues opening up. I strongly believe that the music industry is at the threshold of a new era with various dynamics at play and it is incredibly exciting to be a part of this phase with a venture like Playworx Music.”

Neeraj Bahl, CEO, ITW Blitz and Playworx Music said “Be it as a singer, composer, actor, the world has seen Sonu Nigam in various avatars. They will now get to see a very different side to Sonu, which is of an entrepreneur. He is someone who has been an intrinsic part of the Indian music industry and with an experience that speaks volumes. We are happy that Sonu has chosen ITW Playworx to begin his entrepreneurial journey and wish him all the very best.” 

Commenting on same, Sidharth Ghosh, CEO, ITW Playworx says, “Sonu Nigam is a brand in himself and needs no introduction. When we were toying with the idea of Playworx Music, we felt who better than him to spearhead it. With unparalleled music sense and staggering achievements like no one else, Sonu is someone who the business as well as talents will gain immensely from.”

Bhairav Shanth, Co-Founder, ITW Consulting Pvt. Ltd. says, “We are privileged and honored to have Sonu Nigam on board with us. With Sonu playing an integral part in this venture, we are sure that it will break new grounds in the music fraternity. We welcome him to the ITW family and look forward to embark on yet another exciting journey.”

Playworx Music will also look at collaborating with International artists and labels and look at honing and giving exposure to the talents at not only national level but also open doors at the global level.

About ITW Playworx:

ITW Playworx is an Entertainment, Media and Communication arm of ITW Consulting Pvt Ltd. The company is an integrated marketing agency which offers services in the field of Experiential Marketing, Branded Entertainment, Public Relations, Blitz (Talent Management and Image Building) and Matchbox Media (media arm). Given the huge landscape of sports and entertainment industry, the focus lies in creating pathbreaking brand solutions for the new age consumer. 

About ITW Consulting Private Limited:

Featuring among global leading sports consulting and management companies, ITW Consulting Private Limited (ITW) specializes in crafting and executing multi-faceted brand management solutions across sports, entertainment, and media for its clients globally which helps them to build stronger brand visibility, awareness, and recall amongst a wider target audience.