Universal Music India announces the launch of VYRL Punjabi in partnership with legendary music composer, Jatinder Shah
First label release, ‘Jodaa’ by Jatinder Shah, sung by Afsana Khan starring Mouni Roy and Aly Goni is out next week
The launch of VYRL Punjabi continues the expansion of VYRL Originals, India’s leading non-film music label into discovering and releasing music talent across India’s popular regional languages
MUMBAI, OCTOBER 08, 2021 – Universal Music India (UMI), a division of Universal Music Group (UMG), the world leader in music-based entertainment, today announced the launch of VYRL Punjabi, a new label dedicated to the rich music and sounds of Punjab, in association with the iconic music composer and composer Jatinder Shah, one of the most acclaimed figures from the region.
In a country obsessed with Bollywood music, Universal Music India’s VYRL Originals became the first standalone label dedicated to creating original, artist-centric music and content when it launched in 2018, with a vision of creating a new culture and category for non-film music in India. VYRL Originals became the catalyst for an explosion of musical creativity, that has seen multiple non-film tracks topping the airplay and streaming charts.
Having set the tone for the genre, VYRL has quickly become the benchmark for the Indian music industry, with every music label and platform now heavily focusing resources on non-film music since 2020. In 2021, VYRL has continued to evolve and elevate the genre, with VYRL Punjabi following the launches of VYRL Haryanvi and VYRL Bhojpuri as Universal Music India has doubled down on its commitment to domestic A&R to help introduce new Indian music, songwriters, and artist talent to audiences worldwide.
Punjabi music has always had a rich and diverse musical identity, which thrives on artist centric music and creative storytelling. Amongst the multiple Indian regional music languages, Punjabi is the most widely accepted and appreciated regional musical dialect. Despite Indian music consumers’ affinity towards Bollywood soundtrack music, Punjabi artist-centric music has remained relevant for decades. Punjabi music has inspired numerous Bollywood hits and is an intrinsic part of most Bollywood soundtracks. This music has a global appeal and audience and has fast become the music of choice across diaspora audiences in US, UK, Canada, Australia and New Zealand, as well as across India and South Asia.
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.”
Speaking about the entry into Punjabi content market, Vinit Thakkar, COO Universal Music India and South Asia said, “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.”
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 the Punjabi music and artists. We will strive to take Punjabi music not only nationally but also to global audiences”
VYRL Punjabi’s first release, ‘Jodaa’ from the prolific singer Afsana Khan will be released next week, alongside a dramatic new video, shot in grand period drama style and starring actress Mouni Roy, along with Aly Goni of Big Boss 14 fame.
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.
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.
ABOUT JATINDER SHAH
Jatinder Shah, well known as, Shah Ji, has composed music for close to 100 films in the last 2 decades and is renowned for integrating pop and Sufi music with modern music sounds, world music genres and traditional music. He has worked across the market and is known for his associations with Gurdas Maan, Diljit Dosanjh, Amrinder Gill, Gippy Grewal, Satinder Sartaaj, Kapil Sharma, Sunidhi Chauhan, Asha Bhosle, Ammy Virk, Shreya Ghoshal, Rahat Fateh Ali Khan, Kumar, Veet Baljit, Happy Raikoti, Jassi Gill, Jazzy B, Harbhajhan Maan, Jasbir Jassi, Garry Sandhu, Amrit Maan, Shafaqat Amanat Ali, Vinder Nathu Majra, Maninder Kailey, Babu Singh Maan, Harshdeep Kaur, Jasmine Sandlas, Bohemia, Gulrez Akhtar, Nimrat Khaira, Akhil, Kaur B, Prabh Gill, Sonu Nigam, Udit Narayan and more.