CA Media Digital’s first venture, Fluence - India’s leading Celebrity digital network which connects celebrities with their fans and brands through their online presence, has gone Musical by signing India’s most prolific, versatile and renowned singers Sonu Nigam. Fluence will be creating and leveraging Sonu’s digital presence across different platforms like Facebook, Twitter, Instagram, Tumblr, Youtube, E-commerce, Games/Apps, Voice Blog, Telcos & OEMs and many more.

Sonu rules the hearts and minds of millions of fans across the globe. His popularity is universal, not just limited to India or a particular geography or demography. A multitalented artist, Sonu is not only a very talented singer and composer but also a renowned host, actor and a mimic par excellence. His melodious voice has made him a singing sensation across the globe with millions of fans who look up to him as an inspiration. Sonu has more than 13 million followers on various social media platforms making him one of the top 5 most followed celebrities in India.

Fluence works closely with celebrities to build and grow their online presence across the digital landscape in an engaging and entertaining manner. Fluence also works with the artists to create interesting properties that can be monetized across various consumer facing Digital platforms.

Excited about the association, Sonu Nigam commented, “My fans have always been a constant in my life. Earlier through fan letters, now through the digital medium. My social media platforms without any strategy or professional expertise reached to a 13 million base, only because of the love and positivity we have towards each other and passion we have for Music.  They have ended up becoming my extended family; with whom I share my music, my moods, and my life. With the expertise of Fluence I look forward to imbibing fresh ideas and exploring new platforms using various innovative & path-breaking ideas to communicate with them and build further engagement”

 “The image of an artist or a celebrity has become more tangible in today’s world compared to the fabricated enigma it once was. The advent of social and digital media has allowed celebrities to have direct contact with their fans; and at Fluence we are thrilled at the prospect of working with India’s youth music icon Sonu Nigam. Fluence has worked with reputed celebrities from Bollywood and with Sonu on board we will ensure that Fluence will broaden its horizons and explore various categories across music, sports, television, etc from here on”, said Ashish Joshi, VP Digital & Business Head – Fluence

Fluence currently manages the digital life of many celebrities such as Amitabh Bachchan, Salman Khan, which includes; their social media presence, their digital endorsements, online/mobile monetization and equity-linked investments in the digital space. Fluence also helps brands maximize their impact on audiences, by utilizing the online influence of celebrities and providing specific demographic and psychographic analytics of the celebrity fan base highlighting campaign effectiveness.