Sowmya Raoh, one of Bollywood's foremost female singers has signed with EEG Talent as her exclusive North American management agency. EEG Talent is North America's fastest growing management company focusing on crossing over South Asian artists into the mainstream American market.
Last year, EEG Talent's parent company Music is Nirvana was responsible for creating a groundbreaking merchandising deal for Music Icon Sonu Niigaam with American Agency Cinsay.
This exclusive management deal with EEG Talent will see Sowmya working with producers based in N. America and releasing fusion music geared towards today's "new digital generation". EEG Talent will be responsible for overseeing Sowmya Rao's publishing deals, digital distribution bookings, shows, publishing deals, and will assist in providing collaborations with American Artists.
Speaking about the deal, Sowmya Raoh said that the possibilities with the new digital and mobile mediums in today's internet based young Asian consumers' remains indivisible and it's no shock that music continues to be an important part of their daily lives. Sowmya Raoh added that the possibilities created for me by entering North America via EEG Talent are "infinite". She also added: "The pattern in today's music world and music business has changed and as an artist and an entrepreneur I have to change and keep up with the changes. South Asian artists like me now have a medium through which our music can reach fans worldwide. Sonu Niigaam has created awareness by releasing mainstream music in America and now it's time to capitalize on the awareness created by Sonu Niigaam and move forward with current times."
Sowmya Raoh is scheduled to release a new single in the next quarter, a single that will show case Sowmya's R&B and English singing and composing skill. In keeping with the current trend, Sowmya plans to release the single on a worldwide digital platform.
Despite the new deal, Sowmya plans to have a strong presence in the Bollywood market.
Nick Rajsakha , President of EEG Talent added that "This is a great time for Indian music and entertainment in the US. Thanks to the success of talented stars such as Sonu Niigaam and films like SLUMDOG MILLIONAIRE, Indian music is seeing mainstream acceptance. We are pleased to be associated with Sowmya Rao to help bring her talent to her fans in North America."
Sowmya hails from Bangalore and is the daughter of the reputed playback, folk and devotional singer BK Sumitra and Sudhakar. Her playback career began while she was in Bangalore in 1993 following which she sang for films in Kannada, Telugu and Tamil. She has sung for the Telugu version of MAST, the Tamil version of RUN, KHUSHI, and more.
The title of the "Hottest Singer" was bestowed on Sowmya after the Telugu hit "Greekuveerudu" from the film NINNA PELLADATA starring Tabu and Nagarjuna. The track ran for 20 consecutive weeks in the box office charts at No.1. However, Sowmya wanted to take up the challenge of singing for Bollywood and so she decided to move to Mumbai. Credited with almost 200 songs down south, Sowmya Raoh has sung for well-known Music Directors such as A R Rahman, Ilayaraja, Deva, Vidyasagar, Hamsalekha, Harris Jeyaraj and others in the South.
Sowmya made her singing foray into Bollywood in the film JUNGLE . Since JUNGLE (Aiyyo Aiyyo Rama), she has sung for various films including PYAAR TUNE KYA KIYA (Rhounde Hai...), COMPANY (Aankhon Mein Rahon), DUM (Jeena, Dil Hi Dil Mein), BOLLYWOOD HOLLYWOOD (Sooni Hawa), EK AUR EK GYAARAH , SAMAY (Laila Laila, Zindagi), BUNTY AUR BABLI (Nach Baliye), and FAMILY (Katra Katra). She has also lent her voice to Bollywood Films such as Guru (Shauq Hai), Tara Rum Pum (Nach LeVe), the hit title track of Akshay Kumar Starrer- WELCOME- , KRAZZY 4 and many others.
Sowmya Raoh won the STARDUST AWARD in 2003 as the Best New Singer for "Laila Laila" from SAMAY.
As a performer, Sowmya has the capacity of mesmerizing her audience. Her range and versatility give her the ability to perform and render songs of any genre whether it be soft ballads or hard-core mass appeal Bollywood songs. Sowmya Raoh has had the privilege of singing in Sonu Niigaam concerts for more than 3 years. She has performed all over India, and also in more than 30 countries in America, Australia, Europe, Africa and Asia.