![]() ![]() The potential for artist talent and creativity in India is huge and we are excited to support their efforts to bring original Indian music to the world and further establish UMG as the home for non-film music talent and success in the region.” Because of this we have worked hard alongside our partners over the past two years, to build and launch new sub-labels that put artistic creativity and collaboration at the heart of every release, and where artist’s voices and talent can be seen and heard, starting with VYRL Originals and Mass Appeal India and with further exciting initiatives to follow in the coming months.”Īdam Granite, Executive Vice President, Market Development at UMG said, “Devraj and the senior management team in India have done an incredible job opening the door for non-film music to break into the mainstream and reach a new mass audience of fans in India, within the vast Indian diaspora around the world and hopefully beyond. The label’s first signing DIVINE, the godfather of Mumbai’s hip-hop scene, released his debut album Kohinoor to critical and commercial acclaim in October 2019, with several major Indian hip-hop artists, set to debut music in 2020.ĭevraj Sanyal, MD & CEO Universal Music India and South Asia, said, “We are truly in a sea change moment for music in India, with an audience that is consuming more music, video and content than ever before. Mass Appeal India is the new authentic home for Indian hip-hop, as the genre continues to rapidly grow in popularity throughout the sub-continent. This was followed last year by the launch of Mass Appeal India, in conjunction with legendary U.S. In addition, UMI launched the VYRL Top 20 Playlist across all digital partner platforms, curated and based on listening patterns and audience preferences from across India. This is the first and only weekly primetime show dedicated to non-film music. Since the launch of VYRL Originals, UMI has further extended and established the VYRL brand, partnering with broadcast partners Red FM to launch Ricky Singh Ka VYRL Countdown – India’s first character based non-film countdown show across 40 cities in India. ![]() ![]() In November 2019, VYRL Originals single ‘Intezaar’ from Mithoon featuring Arijit Singh & Asees Kaur made history as the first non-film release to top India’s national AirCheck T20 radio airplay charts for three consecutive weeks. In January 2018, UMI launched VYRL Originals, India’s first dedicated non-film label, which has released more than 40 singles, from a roster of 25 artists including Mithoon, Asees Kaur, Arjun Kanungo, Lisa Mishra, Tanishk Bagchi, Sukriti & Prakriti Kakkar, Akull Tandon & -Vishal Mishra, establishing the label as India’s premier destination for non-film talent. This focus has enabled UMI artists to reach new audiences both locally and globally, whilst expanding the opportunities for non-film talent outside of Bollywood film music, which has traditionally dominated India’s commercial music and airplay charts. Over the past three years, UMI has led the evolution of the domestic Indian music market with a series of strategic label launches, combined with increased A&R focus in original Indian non-film music and talent. MUMBAI, Febru– Universal Music India (UMI), a division of Universal Music Group (UMG), the world leader in music entertainment, today announced a strategic expansion of its leadership team within India and South Asia, to reinforce its position as the leading music company for non-film music within the region and to accelerate its growth across the original artist, non-film music and hip-hop genres in India and South Asia.
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