Universal Music Group (UMG) announced the launch of DESI TRILL MUSIC, a new label venture led by Roc Nation co-founder Ty-Ty Smith and Shabz Naqvi. The label will be dedicated to DESI TRILL, a new genre of music that combines the musical style of South Asian artists with modern genres, representing a new global sound.
What sets DESI TRILL apart from other labels is its mission to create a completely new music genre, uncharted by anyone before. By blending elements of Hip Hop, R&B, and the dynamic essence of South Asian (Desi) music, DESI TRILL aims to offer listeners a genre that’s not only enthralling but also transformative.
Distributed worldwide by Universal Music Group, DESI TRILL is being launched at a time when Desi Music is riding a wave of popularity, captivating millions of dedicated fans across the globe with its infectious rhythms and beats.
Another critical factor working in DESI TRILL’s favor as it gears up for launch is the wealth of experience its team brings to the table. Ty-Ty Smith, with over two decades in the industry, co-founded Roc Nation, the global entertainment powerhouse responsible for nurturing some of today’s biggest acts including DJ Khaled, JAY-Z, J Balvin, J. Cole, Rihanna, Shakira, and many more.
On the other hand, Shabz Naqvi embarked on his musical journey at the age of 16 in the heart of South London, and since then, he has amassed chart-topping acclaim and earned 11 major music awards along the way.
DESI TRILL’s debut artist, DJ Lyan, is a trailblazer who promises to bring a unique dimension to the label. His collaborations with South Asian artists are sure to be a highlight to watch out for.
In making this announcement, Sir Lucian Grainge, UMG’s Chairman and CEO, expressed his excitement, stating, “As the home for artistry, innovation, and entrepreneurship in music, we’re so pleased that Ty-Ty and Shabz have chosen UMG as the global partner for DESI TRILL. Having worked with Ty-Ty for many years, I know we share a passion for discovery and artist development, and I am excited to watch how he and Shabz influence culture around the world with this exciting new sound.”
Commenting on their label, DESI TRILL, Naqvi and Smith shared their vision, saying, “The whole idea and inspiration behind DESI TRILL is to break boundaries. It’s about giving South Asians a voice, and what could be a better way to do so than through music? It’s also a lot to do with expanding Hip Hop even further across the world and creating a new first-of-its-kind genre of music. South Asian culture, its food, and its music, among other things, are rapidly spreading throughout the world, and DESI TRILL aims to give music lovers the best of both worlds by creating music that blends two extremely popular genres together. We are really excited to begin this journey and hope to have the support of music lovers across the world with us.”
Devraj Sanyal, Chairman & CEO of UMG India & South Asia, SVP Strategy of AMEA, added, “At Universal Music India & South Asia, we’ve been pushing the envelope for South Asian artists and our brand of music into the mainstream globally, and to that end, I’m so pleased to welcome the legendary Ty-Ty Smith and Shabz Naqvi’s DESI TRILL as part of our larger UMG family, which will showcase SOUTH ASIAN Art and Culture with its history and incorporate a new genre which is a fusion of Hip Hop/R&B/Pop and Dance while keeping cultural Indian heritage in the sound. The whole world is celebrating culture and DESI TRILL will be a part of that!”