MUMBAI: SaffronConnect.com, an online social networking platform centered around South Asian audio and video content, has announced its official launch. 

Saffron Connect promises to serve the global South Asian market and seeks to be the first-of-its-kind online music and social networking destination directly targeting the South Asian community.

The portal will provide content and entertainment services through online, mobile, emerging, and traditional distribution channels, as per an official release.

In terms of content, SaffronConnect.com will include a range from established bands to upcoming artists, major music labels to independent producers. The ‘Desi’ or South Asian market includes the residents of India, Pakistan, Tibet, Nepal, Sri Lanka and Bangladesh, as well as the non-resident community who live around the world, the release adds.

The platform will allow independent artists, music labels and video content owners to upload, share and sell their content to a community of users with interests in South Asian media. Users, in turn, will be able to sample, hear, download and share songs among their friends and other members. Some key artists whose content is currently available on Saffron Connect include Bally Sagoo, Rishi Rich, Gunjan, Karmacy, and Bohemia. Content from Saffron Connect will also be distributed to services such as iTunes and Yahoo Music.