Universal Music India (UMI) has launched VYRL Punjabi, a new label in association with music composer Jatinder Shah.
UMI launched VYRL in 2018 as an artist platform specifically designed to challenge the musical domination of Bollywood in India.
The first release of VYRL Punjabi, Jodaa by singer Afsana Khan will be released next week, alongside a dramatic new video, shot in period drama style and starring actress Mouni Roy, with Aly Goni of Big Boss 14 Fame.
VYRL Punjabi promises “a celebrity lineup” with Gurdas Maan, Diljit Dosanjh, Sunidhi Chauhan and many more in the coming months.
VYRL was originally launched with four sub-properties, all created to help grow the company’s share in the non-cinematic music category:
VYRL originals, a premium video content platform with over 2 million subscribers on YouTube;
Top 20 VYRL, a playlist on various DSPs;
VYRL fever, a Top 10 countdown radio show;
VRYL fever, produced in association with Fever FM and My FM and is the first and only non-cinematic countdown show in India.
There is also VYRL cover star, a user-generated content initiative for budding artists to create covers of their favorite songs by VRYL artists.
VYRL Punjabi follows recent launches of VYRL Haryanvi and VYRL Bhojpuri as Universal Music India doubles its commitment to domestic A&R, with the aim, he says, of bringing “new Indian music, talented songwriters and artists to audiences around the world.”
“At Universal Music India, we are committed to non-cinematic music in all languages ​​and genres. “
Devraj Sanyal, Universal Music India and South Asia
Devraj Sanyal, Managing Director and CEO of Universal Music India and South Asia, said, “At Universal Music India, we are committed to non-cinematic music in all languages ​​and genres.
“Whether it’s 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 traditional Hindi, hip-hop, haryanvi and bhojpuri music and I believe Punjabi music and artists have tremendous cross-border cultural significance waiting to be explored. “
“We have found an excellent creative partner in Shahji, who shares our beliefs and ambitions to uplift the music scene and culture of Punjab. “
Vinit Thakkar, Universal Music India and South Asia
Speaking on the entry into the Punjabi content market, Vinit Thakkar, COO Universal Music India and South Asia, said, “Punjabi music has been the gold standard of non-cinematic, artist-centric music for decades. decades in India.
“I believe that music has enormous potential to reach new audiences both locally, nationally and most importantly, globally.
“We have found an excellent creative partner in Shahji, who shares our beliefs and ambitions to uplift the music scene and culture of Punjab. “
“We will strive to disseminate Punjabi music not only nationally but also to a global audience”
Jatinder shah
Jatinder Shah said, “I have been very fortunate to contribute to Punjabi music over the past two decades. I am touched by the faith, respect and conviction that the best artists in the region have shown me.
“I am delighted to begin this new chapter in my life with Universal Music Group who share the same passion and commitment to the elevation of Punjabi music and artists.
“We will strive to disseminate Punjabi music not only nationally but also to a global audience”
