Believe announces the acquisition of the premium Punjabi music catalog of White Hill Music (WHM), an Indian music and film production studio, 'confirming the strength of its partnership approach to the development of local labels and artists'.

Since 2017, Believe has been a key driver in the digitization of WHM's catalog. It has also signed several artists to its Believe Artist Services premium offering, some of whose top releases are part of the WHM catalog.

In addition to WHM's catalog, featuring artists with millions of listeners on YouTube and Spotify, Believe is also acquiring WHM's existing YouTube channel, which has a subscriber base of 23.4 million.

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