Billboard’s annual International Power Players List recognizes the contribution of international music managers from all over the world (ex-USA). This week, Devraj Sanyal, General Manager and CEO of Universal Music India and South Asia for his contributions to introducing original Indian music and culture to a global audience were featured in the Leadership List of 2021. This recognition in the list of international power players by Billboard is testament to the pioneering, industry-leading steps Universal Music India has taken over the past three years. The company as a multi-layered approach to the production and marketing of music in India across all genres and UMG’s initiatives in the areas of non-film commercial music, hip hop and regional music space have made significant contributions to the development of the music industry in India.
In a country traditionally obsessed with Bollywood music, Universal Music India’s VYRL Originals was the first label dedicated to creating artistically oriented music. With the vision of shaping and creating a culture and category of non-film music in India, VYRL Originals has been launching artists in the commercial non-film music sector since 2018. VYRL Originals is the catalyst and label that set the standard within VYRL Originals, the non-film music room that every Indian label has focused its resources on since 2020.
The company recognized the changing fabric of music and artists in India and launched India’s first hip-hop label with an international focus in 2019, Mass Appeal India. The label’s mission is to bring the underground hip hop movement in India to the fore and bring it to the fore for international audiences. In just 2 years, the label has had a solid list of artists and catalogs who have also received international recognition and support.
In addition to commercial pop and hip-hop, Universal Music India has established its position in the regional space through its partnership with India Pioneering label Desi Melodies from the Punjab region consolidated and consolidated. This aspiring partnership was cemented in 2020 and has seen releases such as Titliaan, Baarish Ki Jaaye, and Banglow, among others. The label also hosts some of the best talent from the region.
Commenting on this development, Vineet Thakkar, COO of Universal Music Group, India & South Asia: “This is a moment of absolute pride not only for all of us at UMG India & South Asia, but also specifically for our region. In such a dynamically growing emerging market with culturally rich music and artists, it was time we got well-deserved global recognition. This is a collective victory for our industry and UMG India for our relentless pursuit of building an artist-centered music business in India. Now is the time to put our music and artist brand on the path to global success. «
Shantanu S. Gangane, Vice President Marketing Universal Music Group, India, & South Asia, said of the achievement, » Devraj’s passion and infectious energy speak volumes for how we work at Universal Music Group in the region. It is a proud moment for us to see this recognition and I am sure that it is a sign of how the Indian music industry is now perceived worldwide. The success of music and artists is more limitless than ever and I am confident that this paves the way for similar worldwide recognition of Indian music and artists and for global hits in the future. “
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