Multitone Records
Pioneering British Bhangra label, later a Sony subsidiary.
Multitone Records was a British record label founded by Pran Gohil in 1978, originally operating as Savera Investments. Gohil had previously served as Regional Manager of Polygram, Asia Pacific based in the Netherlands and also Executive Chairman of Spartan Records, London. The label specialized in bhangra style dance music and is considered the pioneer of British Bhangra, commercializing the genre. In August 1992, Multitone Records formed a historic strategic alliance with BMG Entertainment, which acquired a majority stake in the company.
John Preston, Chairman of BMG, predicted that Bhangra music was poised to explode into the mainstream global pop market, famously saying, "Bhangra is getting bigger and bigger... It is only a matter of time before a Bhangra record is a number one hit all over the world." Following the buyout of BMG by Sony Music in 2008, the label became a subsidiary of Sony Music Entertainment UK Holdings Ltd., where it was listed dormant. Subsequently, Multitone Records' catalogue was acquired by Moviebox Records International Birmingham.
Quick Facts
- Founded
- 10/19/1978
- Founder
- Pran Gohil
- Distributor
- M.S. Distributing Co. (in the US); Sony Music (India)
- Genre
- Bhangra
Facts from the source article.
Background
Under Managing Director Jitesh Gohil, Multitone Records focused on the cross-over potential of British Bhangra into the mainstream market. The label's artists formed the "who's who" of the British bhangra scene, including The Safri Boyz, DCS, XLNC, Sasha, Amar, Apna Sangeet, Alaap, and Chirag Pehchan. A number of Multitone's records entered the UK and International charts, such as "People of the world" by Sasha, "Take me higher" by Bindushri, and "Tu Hai Mera Sanam" by Amar, a Hindi version of "I will always love you" by Whitney Houston. The company began distribution in the United States on 27 June 1994 through M.S. Distributing Co., with Paul Bernard appointed as U.S. representative. The US debut featured albums by Pammi and XLNC. Multitone's music also entered the Indian subcontinent market with hits like "Patel rap" by Bali and hits of ABBA in Hindi by Salma and Sabina Agha.
More in Defunct Record Labels of the United Kingdom
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