Virgin Music Group, a subsidiary of Universal Music Group (UMG), has signed a global distribution and marketing agreement with Sur Music World. The deal focuses on Sur Music World’s Bhojpuri and regional Indian catalog, with Virgin handling distribution, audience engagement, and digital marketing.
Sur Music World Pvt. Ltd officially launched in 2019. The company started in film and expanded into music in 2023. Financial terms of the agreement were not disclosed.
Artist signings and expansion
Earlier this year, Virgin signed Indian artists Rajesh Ahir and Sunanda Sharma, the latter of whom has more than 3 million monthly listeners on Spotify. With the new agreement, Sur Music World plans to expand into several additional languages:
- Hindi
- Haryanvi
- Punjabi
- Marathi
- Magahi
Executive comments
Sur Music World Pvt. Ltd. is home to some of the most iconic Bhojpuri superstar artists, including Pawan Singh, Shilpi Raj, Pramod Premi Yadav, Arvind Akela Kallu, Khushi Kakkar, and many others. This partnership brings together their diverse catalog of Indian content with our expertise in distribution and audience engagement. We’re excited to get started and look forward to expanding the global reach of Bhojpuri music together.
That statement came from Nagesh Jadhav, Senior Content Manager, Music & Video for Virgin Music Group.
At Sur Music World, we are proud and grateful to work with Virgin Music Group. Their highly professional team, quick support, and solution-oriented approach have made every step of our journey smoother. If there’s one partner that truly brings us closer to our goals, it’s Virgin Music Group.
That statement was issued by Sur Music World.
