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New Indie Music Store Goes Online

Internet retail store Flipkart partners with NH7 to distribute Indian independent music in MP3 format

Rolling Stone India Jul 13, 2012
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Topiwalleh by Swarathma

When we looked at Flipkart’s online music store Flyte’s Indipop section earlier this week, we found Bangalore folk rock band Swarathma alongside the Colonial Cousins. The good folks at Flyte could do with a crash course in Indian music that would involve some pointers on indie and Indian pop and the recent tie-up with indie music website NH7.in might achieve just that.

The NH7.in music store that can be accessed via Flyte’s homepage (look for the sidebar at the bottom of the page) includes over 50 music releases in EP and album formats from artists like Skyharbor, Peter Cat Recording Co, Swarathma, Midival Punditz, Scribe, Karsh Kale, Dualist Inquiry and many more. Albums by international metal bands like Chimp Spanner, Uneven Structure and My Minds Weapon are also available. 

Artists already use online music stores like CD Baby, Amazon Music and iTunes CD store to distribute their music. Flyte itself stocks a comprehensive library, so why the need for an indie-only store? “The idea is to give people recommendations based on their taste in music if they like a particular artist that they are buying via this store. We want to put Indian indie music on the same platform as mainstream music,” says Jaidev Iyer, General Manager (Digital) for Flipkart.

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While music is only available in the digital format right now as mp3 music files, plans are afoot to ensure that CDs will also be available soon. “We not only have artists and musicians whom we have worked with in the past, but even emerging acts that we will add to the site.” explains Shreyas Srinivasan, co-founder of NH7.in

Access the NH7 Music Store here

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