Universal Music Partners with Indian hit-maker Desi Melodies in push to grow market beyond Bollywood
The deal highlights the push to expand India's non-film market and the surging consumption of regional-language content.
Universal Music India “continues to be committed to transforming the non-film music market, with the aim of giving Indian music and artists a global platform to find success,”Under terms of the multi-year partnership, Universal Music India will exclusively distribute all audio recordings from the Desi Melodies label catalog, including past releases and future non-film releases, where rights are retained by the label worldwide.
Punjabi, Tamil and Telegu are the dominant languages for regional-language content in India, which now accounts for more than 30% of all of consumption on streaming services there. Punjabi tracks are contributing 12% of all regional music streams, the same proportion as Tamil and Telugu tunes put together, according to a. Acts like Badshah and Guru Randhawa helped Punjabi overtake English as the second most-played language on the platform.
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