IANS

New York, Jul 30: Saying that internet is the future of entertainment, popular Bollywood singer Sonu Nigam has entered into a partnership with media and software company Cinsay to bring the star closer to his fans and consumers in the United States.

"The Internet is clearly the future of entertainment, and I am very excited to be collaborating and working with such a progressive team as Cinsay," said Sonu Nigam announcing the partnership in New York City Tuesday.

"In addition to creating original content which will help my fans see me in different situations than they are used to, Cinsay and I are working together to create a line of apparel and merchandise which reflects my passion for performing. I hope fans around the world will enjoy these new designs."

In conjunction with Sonu Nigam's latest US concert tour Explosion 2009, the content-to-commerce partnership enables Cinsay to bring access to exclusive performance, rehearsal and behind-the-scenes video footage, music videos and branded consumer products, including new clothing and merchandise line, to fans in the US and elsewhere.

The concert tour takes him to Washington, DC, Atlantic City, Los Angeles, Houston, Oakland, Denver and Orlando. The footage and the merchandise line will be available at www.cinsay.com/sonu.

The collaboration was facilitated by Music is Nirvana, a leading content aggregator of South Asian music and movies in the US.

As part of its joint venture with Cinsay, Music Is Nirvana will bring on board more South Asian talent to create music portals and merchandising opportunities.

"The time has come for a huge explosion of Bollywood entertainment and merchandise to hit the US, thanks to the success of films like 'Slumdog Millionaire,' and stars like Sonu already have tremendous fan bases throughout the world," Matthew Papish, president and chief executive Officer of Cinsay

"We are pleased to be working with Sonu to help bring his talent and passion to existing fans, as well as an entirely new audience through Cinsay's hugly popular enterprise software platform "content-to-commerce" and vast digital network," he said.

"We are very committed to promoting South Asian talent on various platforms across America. With our partnership with Cinsay, we are very excited to promote Sonu's merchandise and content and plan to sign on more leading artists," said Nick Rajsakha, CEO of Music Is Nivana.