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Universal Music Group’s enlargement into the Indian market has marked one other milestone, with the announcement of a brand new partnership with Mumbai-headquartered expertise administration company REPRESENT.
Common Music Group India (UMGI) and REPRESENT introduced on Wednesday (November 8) that they’ve fashioned a strategic partnership that can mix Common’s sources and world footprint with REPRESENT’s roster of artists, which incorporates such names as Anuv Jain, MC Stan, Zaeden, Misplaced Tales, Yashraj, Hanita Bhambri, Akanksha Bhandari, Kamakshi Khanna, Saahel, Savera, Kayan, OAFF and Jai Dhir.
The 2 corporations plan to work collectively on artist improvement, fan engagement and different efforts to “assist introduce Indian music tradition to a worldwide viewers.”
“Our mixed efforts will empower their artists and gas their creativity, assist encourage audiences worldwide, and elevate Indian music to new heights,” Devraj Sanyal, Chairman and CEO of Common Music India & South Asia, stated in an announcement.
“With REPRESENT’s visionary method and UMG’s world community and help, we’re assured this collaboration will assist shine a highlight on a few of India’s most enjoyable younger expertise.”
REPRESENT bills itself as a agency that goes past conventional expertise administration to form “the narrative of future popular culture.”
Whereas it boasts that its artist roster has rolled out greater than 300 releases over the previous 12 months, the corporate additionally stresses the work it does with social media and main manufacturers, bridging the hole between these corporations and Indian music tradition.
REPRESENT has consulted for Coca-Cola on its efforts to “construct out [a] full music technique in India.”
It was employed by Snapchat to create content material for his or her Highlight video platform, a transfer the expertise company says resulted within the onboarding of greater than 2,000 creators and the supply of greater than 10,000 movies. It additionally partnered with Meta’s Instagram to curate a digital music competition, “Dwell In Your Dwelling Room,” throughout the Covid lockdown, in affiliation with 14 artists.
The expertise company has additionally expanded into the dwell music bookings enterprise by way of its RE:PLAY division, which has dealt with greater than 1,000 exhibits in India and internationally.
REPRESENT’s Founder and CEO, Aayushman Sinha, famous that his company has “labored with Common Music Group throughout fairly a number of of our artists’ releases up to now” and the 2 corporations are “lucky to be aligned in our ideas to raise the general music trade and supply a platform for Indian artists to take their music world.”
He added: “We carry a few of our ace impartial artists to the desk as a part of this deal and UMG brings its in depth sources and experience – collectively driving the way forward for music. So excited to begin this new chapter and I can’t wait to see the place we go from right here on.”
UMGI EVP and Head of Content material Sanujeet Bhujabal commented: “With REPRESENT’s spectacular roster of artists and UMG’s huge experience, we’re poised to create new alternatives for his or her artists to resonate with hundreds of thousands of music followers worldwide. Collectively, we’ll push the boundaries of innovation and assist foster a thriving ecosystem for artists in India.”
“With REPRESENT’s visionary method and UMG’s world community and help, we’re assured this collaboration will assist shine a highlight on a few of India’s most enjoyable younger expertise.”
Devraj Sanyal, Common Music India & South Asia
UMG, which has been working in India since 1999, has made important inroads into the nation’s music scene lately. In 2018, it launched VYRL, an artist platform particularly designed to problem Bollywood’s music dominance in India. And in 2022 it expanded its Def Jam hip-hop label to India.
Common additionally signed a distribution deal with music firm Desi Melodies, marking an enlargement into Punjabi music, following that up with the launch of VYRL Punjabi in 2021. In 2022, UMGI took a majority stake in leisure firm TM Ventures, which manages a roster of artists that features rapper Badshah, with whom UMG signed an exclusive global agreement in 2021.
UMG isn’t the one one of many huge three recording corporations seeking to develop its presence within the Indian music market, which many music trade insiders predict might be among the many fastest-growing within the coming years.
In simply the previous few years, Sony Music Publishing signed a global publishing deal with report label Large Band Music, whereas Sony Music Entertainment and Sony Photos Leisure formed a joint venture, Sony Leisure Expertise Ventures India, targeted on creating “ventures for media expertise in India”.
Warner Music India struck an exclusive distribution agreement with Punjabi music content material consortium and aggregator Sky Digital India in 2021, increasing that relationship earlier this 12 months to incorporate a joint venture to handle a expertise roster collectively. Earlier this fall, Warner Music acquired India-based artist administration and dwell occasions firm E-Constructive.Music Enterprise Worldwide
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