Universal Music India (UMI), a division of Universal Music Group (UMG), has signed an exclusive multi-year, global distribution deal with Indian music company Desi Melodies.
Founded in Mohali, Punjab, by lyricist and singer Jaani and filmmaker Arvindr Khaira, Desi Melodies has led the contemporary wave of global Punjabi music success in recent years.
With the deal in place, UMI will exclusively distribute all audio recordings from the Desi Melodies label catalogue, 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 Melodies to provide multifaceted, global support and distribution for their audio catalogue and future releases with support from UMG partner labels around the world.
“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,” said Devraj Sanyal, MD & CEO Universal Music India and South Asia.
“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 revitalised Punjabi music, and have helped introduce it to new audiences around the world,” Sanyal added.
Together with 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’, ‘Jinke Liye’, ‘Teri Mitti’, ‘Mann Bharya’, ‘Kya Baat Ay’, ‘Naah’, ‘Laare’, ‘Dance Like’ and ‘Maastaani’.
“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,” said Jaani, MD at Desi Melodies. “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 younger consumers, even to Bollywood.”
Desi Melodies has amassed over 5.54 million subscribers on YouTube, with 1.6 billion plays on their own official channel.
Over the past three years, UMI has led the evolution of domestic Indian music with a series of strategic label launches, including VYRL Originals and Mass Appeal India.
Desi Melodies was advised by the lawyer Priyanka Khimani for the deal.
Source: Economic Times