The label venture is dedicated to Desi Trill, new global genre of music that merges South Asian artists and hip-hop

Santa Monica, California, September 12, 2023 – Universal Music Group (UMG), the world leader in music-based entertainment, today announced the launch of DESI TRILL MUSIC, a new label venture led by Ty-Ty Smith and Shabz Naqvi. The label will be dedicated to Desi Trill, a new genre of music that combines the musical style of South Asian artists with modern genres, representing a new global sound.

In making this announcement UMG’s Chairman and CEO, Sir Lucian Grainge said, “As the home for artistry, innovation and entrepreneurship in music, we’re so pleased that Ty-Ty and Shabz have chosen UMG as the global partner for DESI TRILL MUSIC. Having worked with Ty-Ty for many years, I know we share a passion for discovery and artist development, and I am excited to watch how he and Shabz influence culture around the world with this exciting new sound.”

Naqvi said, “We envision a future where South Asian artists gain widespread recognition on grand stages, embracing cultural heritage while pushing musical boundaries. DESI TRILL MUSIC puts South Asian artists at the vanguard of a global music movement for the first time and we’re honored to forge a path for this new generation of incredible artists.”

Smith said, “Music knows no borders. It’s an incredible time for South Asian culture and hip-hop to come together to create a new and exciting genre of music. It gives us great pleasure to bring our vision to the world with DESI TRILL MUSIC. UMG Is a great partner for us and I’d like to thank Sir Lucian, Jeff Harleston, and Michael Seltzer for their continued support.”

Smith is a co-founder of Roc Nation, the global entertainment company that has cultivated many of today’s biggest acts such as DJ Khaled, JAY-Z, J Balvin, J. Cole, Rihanna and Shakira among others. He has fostered strategic partnerships with several heavy hitting production teams, including Grammy award-winning duo, Stargate, and played a pivotal role in Roc Nation’s presence and expansion into the UK creative and music sectors.

Naqvi is a visionary artist, producer and music executive from South London. He was a key member of So Solid Crew, an influential, award-winning music collective comprised of his childhood friends. Naqvi, is renowned for his boundless creativity and steadfast commitment to celebrate his heritage.

DESI TRILL MUSIC’s first music offering will be available in October. Follow @desitrill for news and updates.

About Ty-Ty Smith
Ty-Ty Smith has had a 20+ year career in the entertainment industry. He is responsible for countless chart-topping hits and the development of international culture icons and productions.

Smith began his career at Marcy Music, managing several music acts and working as JAY-Z’s road manager. After years of management, in 2001, Smith co-created Carter Faculty, a joint label deal with Def Jam Records. In 2005 Smith became SVP of A&R at Island Def Jam Records. There he oversaw award-winning projects for artists such as Rihanna, Ne-Yo, and others.

Smith co-founded Roc Nation in 2008, the global entertainment company that has cultivated many of today’s top artists such as DJ Khaled, JAY-Z, J Balvin, J. Cole, Rihanna and Shakira among others. He has fostered strategic partnerships with several heavy hitting production teams, including Grammy award-winning duo, Stargate. Smith also played a pivotal role in Roc Nation’s presence and expansion into the UK creative and music sectors.

In his latest venture, Smith has joined colleague, Shabz Naqvi in creating a groundbreaking new genre of music, Desi Trill. Smith’s goal continues to be to challenge what is normative and highlight the uniqueness of cultures around the world.

About Shabz Naqvi
Shabz Naqvi, a visionary in the British music industry, renowned for his boundless creativity and trailblazing approach to crafting captivating beats. Shabz’s musical journey commenced at the young age of 16, when he first discovered his passion for producing music on his elder brother’s cherished equipment. Fueled by an insatiable love for music production, he joined forces with childhood friends, forming the influential music crew known as “So Solid Crew.” Together, they achieved unparalleled success, dominating the charts as the number one selling artists in the country and amassing an impressive collection of 11 major music awards.

Born and raised in the culturally diverse backdrop of South London, Shabz’s musical ingenuity artfully fuses his cultural roots with contemporary influences, giving birth to a sound that transcends boundaries and captivates audiences across the globe. His creations embody the vibrant energy and eclectic spirit of the city, resonating with listeners on a profound level.

Driven by a steadfast commitment to celebrate his heritage and embrace diverse musical influences, Shabz Naqvi founded DESI TRILL MUSIC to celebrate the fusion of traditional South Asian elements with modern genres. The platform propels emerging talents, championing a unique global sound that epitomizes the rich diversity of South Asian music. DESI TRILL MUSIC envisions a future where South Asian artists gain widespread recognition on grand stages, embracing cultural heritage while pushing musical boundaries. “BROWN IS EVERYWHERE.”

Naqvi’s journey continues to inspire and captivate audiences as a British artist who embraces his multicultural roots. His remarkable ability to merge dance music with hip hop and R&B has left an indelible mark on the British music landscape, showcasing the power of creativity and the ability to forge connections through the universal language of music.

About Universal Music Group
At Universal Music Group, we exist to shape culture through the power of artistry. UMG is the world leader in music-based entertainment, with a broad array of businesses engaged in recorded music, music publishing, merchandising, and audiovisual content. Featuring the most comprehensive catalogue of recordings and songs across every musical genre, UMG identifies and develops artists and produces and distributes the most critically acclaimed and commercially successful music in the world. Committed to artistry, innovation, and entrepreneurship, UMG fosters the development of services, platforms, and business models in order to broaden artistic and commercial opportunities for our artists and create new experiences for fans. For more information, visit www.universalmusic.com

Photo (left to right): Sir Lucian Grainge (UMG Chairman and CEO), Shabz Naqvi and Ty-Ty Smith.

Photo: Jordan Strauss

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