Rajitta Hemwaani is a name that needs no introduction in the world of media and entertainment. With an career spanning over 20 years. Having worked with Tips Industries, Universal Music Group, Star TV Network, Reliance Entertainment,Times Music, AB Corp amongst others. She is one of the few women in entertainment who have specialised in content and business development across Films, Music ,Radio & Television. Rajitta has always worked on what she believed in and never taken the comfortable route. Currently she is Sr. VP, Content at 9x Media and responsible for their Artist division, the shows 'Smash Ups' and the latest SpotlampE. Raga to Rock caught up with Rajitta Hemwaani, who was good enough to take time out from her busy schedule to talk to us about her career and latest assignment.
Tell us about your career so far..
I started my career with Tips Industries as Chief Manager Content and Marketing. Then I did a brief stint with AB Corp, Ltd as Head-Content. In 1997 I joined Times Music as Asst.VP and spearheaded their content and business strategy for ten years. I was responsible for some of the company's most successful discoveries like Dj Suketu, Jassi, Indian Ocean, Bombay Rockers, Raghav, Dj Akbar Sami, Whosane, Nasha and many more! Her disruptive and clutter breaking ideas showed in properties like The War of the Djs which became a cult event in the country for nearly a decade, giving India some of its biggest Djs, and starting the massive remix movement. I also conceptualised and produced music for the some of the most respected names in the business like 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, Rishi Rich and the long list goes on. A brief stint with Reliance Entertainment and then I joined Universal Music Group as Vice President-Content, where I was responsible for content acquisitions and creation and annual business targets from content. Then another brief stint with Star TV Network and audioBoom, before I joined 9x Media as Sr. VP, Creative Content & New Business.
What was your mandate at 9x Media?
At a meeting with Pradeep Guha-MD, a question that came up was, why cant a music TV channel do what a music label and talent management company do, when we have so much more to offer? So it was a decided to give me the liberty to use my experience and create shows with ideas and formats that linger on for their individuality rather than depend only on individual talent and regular film song releases.
Tell us how did the Artist Managment division of 9x Media come about?
The first task was, as no music channels have signed talented upcoming musicians here in India...and it seems mostly to be the domain of a music label...the first thought was, we own multiple music screens across languages like Hindi, Marathi, Punjabi, English and a reach of over 230 million. What stops us from choosing those gems ourselves and create content for them which then is blasted on our screens and working towards creating tomorrow's superstars. Hence came up the Talent Management division of 9x Media that extremely carefully chooses the talent it wished to mentor and launch.
How has the show Smash Ups been doing?
Our property show Smash Ups took off on 9xM in 2017 and has also been added on to 9X Jalwa, 9x Tashan and now 9x Jhakkas. We gave the deserving and talented DJs a play of ten times a day for over a week each to showcase their mixes to our viewers. Extremely successful, Smash Ups moved from ace DJs and producers like Aqeel, Suketu, Kiran Kamath, Rishi Rich to giving the highly under rated women DJs across the country a chance to showcase their talent. DJ Rink, Shilpi Arora, Ashrafi, Paroma & Shireen Aida Khan lead that list. With over 30 DJs on our roster, we decided to move on to the indie DJs based across the world to give India a dose of their talent and them a window to showcase their talent to millions!
Tell us about SpotLampE?
Having set Smash Ups in place, the next has been a very interesting show I am actively working on now, SpotLampE. SL is a platform that offers its multiple channels to showcase original music not only by new talent but also by the more established names in Bollywood. Everybody, be it a well known singer or composer wants to see his own original composition featuring him to reach out to the world. Thats where SL comes in. I am currently working with some of the best names in Bollywood and some of the most talented newcomers to launch their originals on various platforms. We started off with Bappa Re by Shankar Mahadevan, launched during Ganesh Chaturthi to an amazing response. Followed by Busy Busy by new singer Neha Pandey. And a stream of massive releases lined up month on month.
What are you other plans?
That I can't share with you as of now...
A person who is never content with what she has done, Rajitta is sure to be on the lookout for the next should be what??? already running inside her creative mind. Knowing her track record, its certainly gonna be a cracker of an idea! So here's wishing her all the best and eagerly looking forward to her her next.