Universal Music India (UMI), a division of Universal Music Group (UMG) has announced an exclusive multi-year, a global distribution deal with Punjab based Indian music company ‘Desi Melodies’. Founded in Mohali by lyricist and singer Jaani and along with filmmaker Arvindr Khaira, Desi Melodies has led the contemporary wave of global Punjabi music success in recent years.
Announcing the partnership,
“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,” said, Devraj Sanyal, MD & CEO Universal Music India, and South Asia.
Effective immediately, Universal Music India 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.
Jaani, Managing Director, Desi Melodies affirmed,
“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 has 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.
The label has amassed more than 5.54 million subscribers on YouTube, with 1.6 billion plays on their own official channel.