UNIVERSAL MUSIC INDIA ANNOUNCES LAUNCH OF VYRL PUNJABI IN PARTNERSHIP WITH LEGENDARY COMPOSER JATINDER SHAH
The launch of VYRL Punjabi continues the expansion of VYRL Originals, one of India’s leading non-film music labels into discovering and releasing music talent across India’s popular regional languages.
Hardik Joshi | BeatCurry Team
Speaking on the development, Devraj Sanyal, MD & CEO Universal Music India and South Asia said,
At Universal Music India, we are committed to non-film music across all languages and genres. Whether it is VYRL Originals, VYRL Haryanvi or VYRL Bhojpuri, we believe in connecting artists and their music with fans and shaping culture in the process. With this mantra we have successfully operated in mainstream Hindi, HipHop, Haryanvi and Bhojpuri music and I believe Punjabi music and artists have massive cultural relevance beyond borders that awaits to be explored.
The move follows the recently announced VYRL Haryanvi and VYRL Bhojpuri labels as Universal Music India looks to keep up on its commitment to promote domestic A&R and help introduce new Indian music, songwriters, and artist talent to audiences worldwide.
In words of Vinit Thakkar, COO Universal Music India and South Asia,
Punjabi Music has been the gold standard of non-film, artist centric music for decades in India. I believe the music has huge potential to reach new audiences both locally, nationally and most importantly, globally. We have found a great creative partner in Shahji, who shares our beliefs and ambitions about elevating the Punjabi music scene and culture.
VYRL Punjabi promises a star-studded release line-up with the likes of Gurdas Maan, Diljit Dosanjh, Sunidhi Chauhan and many more in the coming months. VYRL Punjabi’s first label release will be ‘Jodaa’ by Jatinder Shah, sung by Afsana Khan starring Mouni Roy and Aly Goni.
Jodaa (Official Teaser)
The legendary Music composer from Punjab, Jatinder Shah said,
I have been very fortunate to contribute towards Punjabi Music over the last two decades. I am humbled by the faith, respect and belief the top artists from the region have shown in me. I am excited to begin this new chapter of my life with Universal Music Group who share the same passion and commitment towards elevating Punjabi music and artists. We will strive to take Punjabi music not only nationally but also to global audiences.
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