A new record label promoting upcoming British Asian talent has been launched, in a joint business venture with the hugely successful Sony/ATV label.

According to BizAsia.co.uk sources, Karam Entertainment will specialise in music dipped in various cultures and will be the first of its kind for the British Asian music industry.

Karman Entertainment is the brainchild of music entrepreneur Raj Roma and the Managing Director of Sony/ATV Rakesh Sanghvi.

Incidentally, Raj boasts of working with artists like Kamaal Khan, Stereo Nation, Zeus, Sanj, Sahotas, Lembher Hussainpuri and Rouge, under the Roma Envy label. He sold his share in Envy in 2006 to pursue other business interests and met Rakesh Sanghvi in 2008 at a music conference in Cannes. Raj discussed his ideas about setting up an Asian crossover record label with Sony/ATV and creating an exciting new business opportunity for the next generation of British Asians, Karman Entertainment.

Rakesh Sanghvi replaced Charlie Pinder as Sony/ATV Managing Director in 2005. He oversees all of the publisher۪s UK operations.

Sony/ATV is the UK’s music publishing powerhouse and owns over 600,000 copyrights including works by The Beatles, Michael Jackson, Bob Dylan, Elvis Presley to name a few. Karman/Sony/ATV will provide a solid infrastructure for some of the UK’s most sought after talent.

No doubt, the new venture will be competing with the likes of Moviebox, Rishi Rich’s label Rishi Rich Productions (RRP) and the yet-to-launch Desi Hits!/Universal label, amongst many other established independent labels.

BBC Radio 1’s Urban/Desi late night show by Nihal will premiere Karman Entertainment’s first offering under the new business venture.

22-year old, Shide Boss, from London was first spotted at Channel 4’s ‘Hollyoaks’ unsigned music talent competition last year. His debut single ‘Ni Sohniye’ will be released by Karam Entertainment this summer.