Percept to position singer Adnan Sami's son as 'superstar Azaan'

Percept Talent Management, (PTM), a division of Percept has signed on Adnan Sami's 15-year old son Azaan along with Sony Music India for an 10-year deal.

In first of its kind initiative, PTM along with Sony Music will look after Azaan's professional needs and build the brand 'Superstar Azaan' over a period.

Though PTM has been in existence since 2007 and has worked with artistes like A R Rahman, Shreya Goshal, and Sonu Nigam in the past, this deal is significant as it speaks about the music industry's need to expand out of bollywood and experiment with new models.

''I truly believe that there is potential in this business and this is the way forward. It is disheartening to know that Bollywood, in spite of being the most happening mode of entertainment, makes 300 films out of which 292 flop," said Percept's joint MD Shailendra Singh.

Singh added, "Percept too makes 65 films a year, but we know what the economics are - it's a tough bargain. In such a situation, I felt that music is the future,''

Music industry has been breaking its head trying to break open the pop music business said Sony Music India MD Sridhar Subramanium, ''We have had our icons every now and then but very few of them could actually cater to great live performances, endorsements and gone on to become icons that we know in the international front,'' he added.

Brands like 'Superstar Azaan' is just the natural progression for music labels and talent management companies to work in synergy and build upon artistes as brands and offer them 360 deals in the form of albums, gigs and endorsements and then share the revenues the artiste brings.

Though this model has reaped success internationally, in India challenges are always at multiple levels.