In one move, traditional South Indian music bridges with global audiences, acclaimed Indian-American singers, musicians and composer Sid Sriram has revealed a joint venture with Warner music India, which marks a new chapter in its cross -border career.
The partnership is launched with the release of “Sivanar“A dedicated track dedicated to Hindu God Murugan which has deep personal significance for Sriram. The song draws from a tamilic anthology from the 1300s called” Thiruvugazh “, written by Saint Poet Arunagirinathar.
“I think this is the first song I ever fell in love with singing,” says Sriram Amount. “I had heard my mom sing it before, and I asked to learn it. It was one of the first portals for me to learn how surrender felt.”
The deeply personal connection extends beyond childhood memories. Sriram has performed “Sivanar” to a large extent throughout his career, including under his acclaimed Coachella set last year.
“Every night it would sing that piece feels like this beautiful breathing that we must all have collectively,” he explains. “For me, this piece evokes a deep sense of longing while you also cover yourself with a sense of understanding and peace.”
The accompanying visual for “Sivanar”, directed by Parasher Baruah, was filmed on the Batu caves in Kuala Lumpur, Malaysia during Thaipusam, a Hindu festival that draws over a million dedicated. “Being present there during the festival was such a deep experience,” says Sriram. “Seeing such a deep devotion on such a scale was humble, inspiring and magnetic.”
While the composition and poetry are traditional, Sriram’s recording “pulsating synths, hard -hitting drums and hacked samples of traditional Thavil recordings” collects, and creates what he describes as “a real collaboration of worlds.”
Joint venture with Warner Music India represents more than just a label agreement for Sriram. “Joint Venture will be a mechanism for taking the incredibly lively and dynamic music in the South Indies to the world,” he says. “Through this JV I will do this passionate as both an artist and business person.”
In addition to releasing Sriram’s own music, the partnership aims to discover and develop new talent. Sriram represents artists who will pull from his unique cultural roots to create innovative contemporary music. “The ethosis in this joint venture will be one that allows and encourages artists to draw from what their unique roots are and imagine the roots in ways that do for music that has never been heard before.”
After “Sivanar”, fans can expect more singles from Sriram throughout the year. He promises that future editions will extend across a wide range of themes “From songs about love, to songs that confirm one’s identity, to more spiritually based pieces.”
Sriram is a genre-jumping singer who was in star with his soul-playing playback meetings over Tamil, Telugu and Malayalam-Language Cinema Industries. After breaking out with Ar Rahman’s “Adiye” in “Kadal”, Sriram became the go-to-voice for heart damage and devotion, melted carnatic roots with R&B, LO-Fi Soul and Indie Angst. With his genre-fluid English-language solo album “Sidharth” and packed global tours, Bay Area-up-grown Berklee-Alun has proven that he is not just a playback phenomenon-he is a alive artist who commands both the streaming diagrams and the stage.
For Sriram, this new company represents a different path for creative exploration rather than a pivot away from its second work.
“I have never felt the need to try to create a balance,” he says of his multifaceted career. “My journey has been and will continue to be a free -flowing immersion in these different spaces.”
