NEW DELHI: Homegrown short video platform Chingari has entered into a partnership with MorningStar Records, an independent platform for artists in Punjabi, Haryanvi, Bhojpuri, Indiepop, and other genres.

The tie-up is aimed at bringing unexplored talent from India's massive languages market closer to a wide audience. Over 90 per cent of the Indian population resides in tier-2, 3 and 4 cities. This population is bursting with talent that can and should be tapped for global viewership, said the company in its media statement. The platforms will cater to a host of Indian languages and styles, including Haryanvi, Bhojpuri, Punjabi, Rajasthani, Garhwali, Gujrati, Indie-pop, and Desi hip-hop.

"The association is an excellent opportunity to promote the regional artistic talent of India. We believe that the right talent should be valued, no matter where it comes from. Both Chingari and MorningStar Records aim to provide a neutral platform to all regional and independent artists who dream to make it big but are looking for support,” said Chingari app co-founder & CEO Sumit Ghosh.

“The partnership gives us a big reach and helps us connect with upcoming talent. We, at Morningstar Records, promote independent artists and content creators in the regional music space,” added Morning Star CEO Sahil Gupta.