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9X Media hires Rajitta Hemwaani to head SonicX

MUMBAI: Music television network 9X Media has appointed Rajitta Hemwaani as senior vice president to head SonicX, a new division initiated to tap the business potential and talent of independent music content.

Hemwaani would be reporting to 9X Media managing director Pradeep Guha.

Rajitta HemwaaniPrior to joining 9X Media, Hemwaani was the India head for Audioboom, UK – a digital radio platform. With a career spanning over 20 years, Rajitta has also worked as VP of content at Star TV Network and Universal Music Group.

Commenting on Hemwaania’s appointment, Guha said, “9X Media has always nurtured and encouraged talent by providing them appropriate platforms through the network’s properties of music channels and content portals. As the company gears up to discover, nurture and proliferate independent music content and talent, Rajitta’s rich and diverse experience will be of immense value.”

Hemwaani started off in the world of music and films giving the music business some of its biggest and most successful discoveries like Dj Suketu, Jassi, Indian Ocean, Bombay Rockers, Raghav, Dj Akbar Sami, Mohit Chauhan, Whosane and Nasha.

Her disruptive and clutter breaking ideas showed in properties like ‘The War of the Djs’ which became a cult event of the country for nearly a decade giving India some of its biggest Djs. This started the massive remix movement with the number 1 chart topper ‘Jalwa’, transforming devotional music to spiritual and sharing it and selling it across the globe.

Hemwaani has conceptualised and produced music for the most respected names in the business including AR Rahman, Nusrat Fateh Ali Khan, Gulzar, Abida Parveen, Ghulam Ali, Jagjit Singh, Lata Mangeshkar, Pritam, Hard Kaur, Juggy D, Anu Malik, Asha Bhosle, Bohemia and Rishi Rich among others. She also launched Times Music for The Times of India Group and spearheaded its content and business strategy for over ten years.

Speaking on joining 9X Media, Hemwaani said, “At SonicX we will mentor, groom and introduce deserving talent to the world of music and Bollywood and catapult them to the next level of superstardom.”

Hemwaani has specialised in content and business development across films, music, television and radio. She’s constantly on the lookout for the next big star or the next new idea.