Entertainment

UNIVERSAL MUSIC GROUP ANNOUNCES GLOBAL PARTNERSHIP WITH LEADING INDIAN MUSIC COMPANY, DESI MELODIES

July 09, 2020 05:29 PM

MULTI-YEAR PARTNERSHIP TO FURTHER ACCELERATE GROWTH OF INDIAN NON-FILM MUSIC MARKET,UNIVERSAL MUSIC INDIA TO EXCLUSIVELY DISTRIBUTE DESI MELODIES’,POPULAR AUDIO CATALOG AND FUTURE RELEASES WORLDWIDE  

Chandigarh (Face2News)

Universal Music India (UMI), a division of Universal Music Group (UMG), the world leader in music-based entertainment, today announced an exclusive multi-year, global distribution deal with leading Indian music company Desi Melodies. Founded in Mohali, in the Punjab region of northern India by Jaani (Lyricist, Singer) and Arvindr Khaira(Director, Filmmaker) – Desi Melodies has quickly become one of the most popular and respected companies in the Indian entertainment industry today and has led the contemporary wave of global Punjabi music success in recent years.

Jaani, Managing Director, Desi Melodies said, “Desi Melodies has the legacy of great music, great songs and producing great artists. With the same spirit, we have collaborated with Universal Music to bring in some illustrious Punjabi hits to national and global audiences. Punjabi Music and its culture have intense vibrancy that is reflected in the artists and music coming out of the region today and is fast becoming a massive cultural choice for most younger consumers, even to Bollywood. We are quite optimistic that this collaboration will create a new benchmark in the Indian music industry.” 

 

Effective immediately, Universal Music India will exclusively distribute all audio recordings from the broad and hugely popularDesi Melodies label catalog, including past releases, future non-film releases and all other projects, where rights are retained by the label worldwide. UMI will work closely with Desi Melodiesto provide multifaceted, global support and distribution for their audio catalogue and future releases with support from UMG partner labels around the world.

Announcing the partnership, Devraj Sanyal, MD & CEO Universal Music India and South Asia said, “Music in India is evolving rapidly and now is an exciting time to see how artists, labels, innovators and entrepreneurs can adapt to this changing landscape. At Universal Music India, we strongly believe in creating music that can transcend regional popularity and locallanguages, to reach the widest possible audience worldwide. UMI continues to be committed to transforming the non-film music market, with the aim of giving Indian music and artists a global platform to find success. We share these beliefs with our new partners at Desi Melodies, who in recent years have revitalized Punjabi music, and have helped introduce it to new audiences around the world. We are excited to welcome Desi Melodies to the Universal Music Group family and look forward to many successes together in the future.” 

Jaani, Managing Director, Desi Melodies said, “Desi Melodies has the legacy of great music, great songs and producing great artists. With the same spirit, we have collaborated with Universal Music to bring in some illustrious Punjabi hits to national and global audiences. Punjabi Music and its culture have intense vibrancy that is reflected in the artists and music coming out of the region today and is fast becoming a massive cultural choice for most younger consumers, even to Bollywood. We are quite optimistic that this collaboration will create a new benchmark in the Indian music industry.” 

Together with popular composer and singer B Praak, Desi Melodies has released multiple domestic hit singles including; ‘Filhall’, ‘Coka’, ‘Kuch Bhi ho jaaye’ and ‘Tod da e dil’. In addition, the trio have created multiple hit records and projects for other labels and film soundtracks including; ‘Pachtaogey’, ‘JinkeLiye’, ‘Teri Mitti’, ‘Mann Bharya’, ‘Kya Baat Ay’, ‘Naah’, ‘Laare’, ‘Dance Like’ and ‘Maastaani’.

Desi Melodies is renowned for its visual storytelling aesthetic, and for working with the biggest names in Bollywood acting talent to bring its projects to life, resulting in some of the most popular Indian music videos in recent years. The label has amassed more that 5.54 million subscribers on YouTube, with 1.6billion plays on their own official channel. 

Desi Melodies was advised by the eminent lawyer Priyanka Khimani.

 
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