BONFIRE HEATS UP WITH VYDIA

As global markets continue to expand, Bonfire, Sri Lanka’s first music distribution company, is kicking off its first U.S. partnership, with music-tech start-up Vydia.

On the heels of the new deal, Bonfire is enjoying viral success with Chamath Sangeeth, Yohani and Satheeshan’s cover of “Manike Mage Hithe.”

The track is the #1 song in India and Sri Lanka, having garnered 119m+ streams RTD. It's inspired versions in other languages that also sit on Spotify’s Viral 50 India chart, YouTube Music’s Top 100 Music Videos in India and other such tallies.

“Vydia helped us with every aspect of music distribution, from setting up the company to building the essential music distribution infrastructures; they were a part of the journey,” said Bonfire Founder/CEO Sandun Wijemanne Nissanka. “Our goal is to strengthen music distribution in emerging South Asian markets, and this viral moment has helped us connect with top-tier music labels and content creators.”

Major-label deals with companies in emerging markets have extended the reach of the business, increasing the connectedness of fans and opening more doors for artists worldwide.