Amarrass Records and Society for Performing Arts is proposing a partnership. It was established in 2009 to produce world-class music experiences guided by fair trade principles. It has held successful music festivals and events showcasing folk artists from around the world. It has also produced 8 albums featuring renowned international and domestic artists. The organization has a global reach through distribution deals and sales in over 25 countries.

1. AMARRASS RECORDS
+
AMARRASS SOCIETY
FOR PERFORMING ARTS
JUNE 2013
Amarrass Society
for Performing Arts
PARTNERSHIP
PROPOSAL
HIGHLIGHTS

2. Amarrass Society
for Performing Arts
ABOUT US
Amarrass Records was established in 2009 with the aim to
deliver world-­class music experiences. Guided by the principles
of fair trade, we are committed to the production of quality music in a
sustainable way and to create an environment that encourages and
nourishes the creative spirit of musicians and music lovers.
We reinvigorate traditional forms of expression in music and the arts
by staging world-­class by staging world-­class music events, music production & distribution,
and education. The label launched with the spectacular production of
The Manganiyar Seduction, held at Purana Qila in New Delhi, India on
November 27, 2010. Over 3,500 people attended! It also marked the
release of the first album on the Amarrass label.
The label, and our work, has captured the eye of media worldwide
with outstanding features and reviews in The New York Times, NPR,
BBC, NBC, Rolling Stone India, The Hindustan Times, TimeOut,BBC, NBC, Rolling Stone India, The Hindustan Times, TimeOut,
The Wall Street Journal and Time.com.

3. Amarrass Society
for Performing Arts
EVENTS
Vieux Farka Toure, Madou Sidiki Diabate, Lakha Khan,
Nihal Khan, Barmer Boys at Siri Fort Auditorium in 2011
Bombino, BaBa ZuLa, Sakar Khan, GFD, The Siddis of
Kutch, Barmer Boys -­ over 40 artists at the 2012
Amarrass Desert Music Festival held at Zorba
Now in its third year, this annual gathering of artists from desert communities around the
world is one of India’s newest and most innovative platforms to showcase and celebrate
music traditions and folk culture. The Amarrass Desert Music Festival creates an
environment that encourages collaboration between artists, interaction with the audience,
with fabulous jams, late night sessions and workshops -­ shared experiences that remain
forever etched in the memories of audiences and artists.
The festival has grown to showcase emerging talent from a wide range of music genres -­ The festival has grown to showcase emerging talent from a wide range of music genres -­
from Ghazals, to Jazz and Blues, Rock, Urban Folk, Sufi and Qawwali. Also featured are
folk instruments and their creators, workshops with artists, and exhibits to promote
awareness and learning.
Each winter, thousands of music lovers from India and around the world attend the
two-­day event held at prestigious venues in and around New Delhi, India. The Festival
draws corporate executives, young professionals, media and key opinion leaders.
THE AMARRASS DESERT MUSIC FESTIVAL
Call 011-­46661200 to askabout Festival and artistShowcase Sponsorships

4. Amarrass Society
for Performing Arts
EVENTS
In the heart of the hustle and bustle of sprawling Delhi is the
cooling green belt that is Lodi Gardens -­ the setting for
Amarrass Nights at Lodi -­ The Garden Restaurant. The first
week of each month, there is music in the garden with an open-­
air stage, and a sampling of world-­class food and beverages.
Amarrass Nights at Lodi has been host to both international and
nationally renowned artists including Lakha Khan, Barmer Boys, nationally renowned artists including Lakha Khan, Barmer Boys,
Madou Sidiki Diabate, Tri-­P, and Kendraka.
Amarrass artists have transformed corporate
gatherings into memorable events. We provide
turn-­key music entertainment services for your
company event that include world-­class performers,
A/V, stage and lighting. Our clients have included
PepsiCo, PwC, and The Elders Conference.
Call 011-­46661200 or email us
at amarrassrecords@gmail.com
to ask about Artists for a show
at your next office party or to
sponsor an event at Lodi!
AMARRASS NIGHTS at LODI -­ THE GARDEN RESTAURANT
(A) Barmer Boys perform at Amarrass Nights
at Lodi-­The Garden Restaurant, review in
The Indian Express, Nov 2012
(L) Lakha Khan show at
Amarrass Nights at Lodi
is Editor’s Pick in
TimeOUT Delhi, April 2013
SPECIAL EVENTS/CORPORATE EVENTS/
CONFERENCES

5. Living legends featured
on NPR, BBC Radio, NBC,
The New York Times,
The Independent...
Folk with ATTITUDE..
21st century folk
2013 US TOUR!
MITHA BOL
KICKSTARTER
funded!
THE
MANGANIYAR
SEDUCTION
“A singular
Sufi Seduction”
on CDBaby
album charts
-
BANKO GHODO
AT HOME: SAKAR KHAN
AT HOME: BARMER BOYS
AT HOME: LAKHA KHAN
MADOU SIDIKI DIABATÉ
LIVE IN INDIA
LIVE AT AMARRASS
DESERT MUSIC FESTIVAL
2011 - VARIOUS ARTISTS
Toumani Diabaté’s
brother, a 71st
generation kora
master
features Vieux Farka Touré, Lakha Khan
Madou Sidiki Diabaté, Barmer Boys, Nihal Khan
nominated for
Folk Album of
the Year
1/2
- Hindustan Times
“an album for any season of the
year, for any time of the day”
2012 GiMA Awards
“like a whiff of
fresh air"
- Indian Express
“Mangey’s voice
needs to be heard
to be believed"
- Hindustan Times
Amarrass Society
for Performing Arts
MUSIC PRODUCTION
Since its first album release in November 2010, the Amarrass catalogue has
steadily grown to include eight full-­length albums. Inspired in part by the work
of pioneering ethno-­musicologist and American folklorist Alan Lomax, we have
made several forays into the field to search for music in its purest form, and to
record in settings where musicians are most comfortable and free. The artists
featured have included international superstars such as Vieux Farka Toure and
Bombino, and living legends Sakar Khan (Padma Shri 2012) and Lakha Khan.Bombino, and living legends Sakar Khan (Padma Shri 2012) and Lakha Khan.
The label employs a DIY (Do-­It-­Yourself) aesthetic and manages all aspects
of production -­ scouting, recording, engineering, post-­production, and design.
Eight albums released featuring world, folk, roots music

6. “an album for any season of the
year, for any time of the day”
2012 GiMA Awards
“like a whiff of
fresh air"
- Indian Express
“Mangey’s voice
needs to be heard
to be believed"
- Hindustan Times
SALES & DISTRIBUTION
Amarrass implements a multitude of sales strategies to tap into a global marketplace.
These include direct customer sales through its website amarrass.com and at events,
direct-­to-­retail sales in India, and through distributors in the US and Europe.
In April 2013, Amarrass signed a deal with eOne, the #1 major independent label distributor
for the North American market. We also gained a foothold in the Europe-­Benelux region with
a distribution deal with Xango Music. The label continues to expand its reach into new
markets, with ongoing efforts to develop distribution and sales channels in UK, Europe, markets, with ongoing efforts to develop distribution and sales channels in UK, Europe,
Japan, Australia and Asia.
Music on the label catalogue has been purchased by customers in over 25 countries,
with over 10,000 albums/songs sold to date. CD’s, LP’s and mp3 downloads are now
available through major retail outlets and online channels such as iTunes, Amazon.com,
Flipkart.com and leading independent record stores in India and the United States.
Global footprint with local reach
Amarrass Society
for Performing Arts

7. Amarrass Society
for Performing Arts
CRAFTING MUSIC
Mohan Lal Lohar
(left) with his wife
Gigibai, hand forging
a morchang.
REVIVING THE ART OF INSTRUMENT MAKING

8. Business Standard
Dainik Bhaskar
ELLE Magazine (India)
Femina
Hindustan Times Brunch
HT City
Indian ExpressIndian Express
Motherland Magazine
Rolling Stone India
Soundbox Magazine
TimeOut Delhi
The Asian Age
The Bengal Post
The Deccan ChronicleThe Deccan Chronicle
The Sunday Guardian
The Times of India
WSJ's Mint.com
The New York Times
NPR (National Public Radio)
BBC Radio 4
TIME.com
The Guardian (UK)
MSNBC
The Independent (UK)The Independent (UK)
India Ink (The NYT Blog)
Chicago Tribune
NBC15
IANS
Khaleej Times
Times of Oman
Austin StatesmanAustin Statesman
Indian Link Satellite Radio (Australia)
WORT 89.9FM
The MIC 92.1FM
WSUM 91.7FM
Daily Mail (UK)
SalemNews.com
Boston.comBoston.com
MEDIA
Amarrass, and its artists, have received unprecedented coverage in
leading publications and news channels around the world. The visibility
and exposure have been instrumental in helping shape the Amarrass
brand into a multi-­faceted, dynamic music company with a global presence.
We continue to grow and leverage our online and social media presence.
We have an established Facebook presence with over 1300 followers.
Furthering our mission to make music more accessible, we have over Furthering our mission to make music more accessible, we have over
120 music videos available for free viewing. Amarrass is a YouTube
channel partner with 350+ subscribers, 150,000 views and over a million
minutes of music streamed!
#amarrass
CHANNEL
PARTNER
@Amarrass
Records
An illustrative listing of news stories and media the label has garnered attention from:
TV, Radio, Print and Online -­ Global Exposure
Amarrass Society
for Performing Arts

9. Amarrass Society
for Performing Arts
PARTNER WITH US
Our team is comprised of seasoned entrepreneurs with
decades of experience in the media, technology, travel
and hospitality industry. With offices in New Delhi, India
and Madison, Wisconsin in the United States, Amarrass
has developed an international roster of artists and
business partners. As we continue to grow in scope and
scale, we look forward to your participation in affectingscale, we look forward to your participation in affecting
change.
There are several ways for you to PARTNER with us:
EVENT PARTNER
call
011 -­ 46661200
PROJECT PARTNER
IN-­KIND SPONSOR
Amarrass Records
India Pvt. Ltd.
301 Skipper Corner
88 Nehru Place
New Delhi 110019
Delhi, INDIA
Amarrass RecordsAmarrass Records
2124 E Main St.
Madison, 53704
Wisconsin, USA
email us at
amarrassrecords@gmail.com
EVENTS, PROJECTS, EDUCATION, OUTREACH
The Amarrass management team in
the February 2012 issue of Rolling Stone.