Rasa Music

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Rasa Music, also now known as Rasa Living, is a record label based in New York City. It is the sister record label of AMI (Australian Music International) which was formed in 1991 with the intention of nurturing cultural musicians from Australia and marketing their music internationally. AMI is the home of Nomad (led by world beat composer and didgeridoo player Adam Plack), whose self-titled album Nomad has earned success in the United States and abroad. Today, Rasa Music's artists include Deepak Chopra, Prince Fatty, Indialucia, Ladysmith Black Mambazo, Suphala, Benet, and many others. The label is run by Donna D'Cruz. Rasa is Sanskrit for "the sap or essence of things" and expanded into Rasa Living, a lifestyle company.

A record label, or record company, is a brand or trademark associated with the marketing of music recordings and music videos. Sometimes, a record label is also a publishing company that manages such brands and trademarks, coordinates the production, manufacture, distribution, marketing, promotion, and enforcement of copyright for sound recordings and music videos, while also conducting talent scouting and development of new artists, and maintaining contracts with recording artists and their managers. The term "record label" derives from the circular label in the center of a vinyl record which prominently displays the manufacturer's name, along with other information. Within the mainstream music industry, recording artists have traditionally been reliant upon record labels to broaden their consumer base, market their albums, and be both promoted and heard on music streaming services, radio, and television. Record labels also provide publicists, who assist performers in gaining positive media coverage, and arrange for their merchandise to be available via stores and other media outlets.

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