Universal Music Group (UMG) has launched Desi Trill Music, a joint venture led by Ty-Ty Smith and Shabz Naqvi.
The label will be dedicated to ‘Desi Trill’, which UMG notes is a new genre of music that combines the musical style of South Asian artists with hip-hop.
Smith and Naqvi are both veterans of the music industry. In 2008, Smith and Jay-Z co-founded Roc Nation, an entertainment agency behind artists like DJ Khaled, J Balvin, J. Cole, Rihanna and Shakira, among others. Earlier this year, Roc Nation invested in music financing startup Duetti.
Naqvi, meanwhile, is an artist, producer and music executive from South London. He was also a member of the UK-based music collective So Solid Crew.
Desi Trill Music’s inaugural release is slated for October.
Smith has also established key partnerships with prominent production teams, including Grammy Award-winning duo, Stargate, and played a key role in Roc Nation’s expansion into the UK creative and music sectors.
His career began at Marcy Music, managing various music acts and serving as JAY-Z’s road manager.
In 2001, Smith co-founded Carter Faculty, a label venture with Def Jam Records.
Later, as SVP of A&R at Island Def Jam Records, he oversaw award-winning projects for artists like Rihanna and Ne-Yo.
“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,” Smith said.
“UMG Is a great partner for us and I’d like to thank Sir Lucian, Jeff Harleston, and Michael Seltzer for their continued support.”
“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.”
Ty-Ty Smith, Desi Trill Music
“We envision a future where South Asian artists gain widespread recognition on grand stages, embracing cultural heritage while pushing musical boundaries,” Naqvi said.
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.”
“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.”
Shabz Naqvi, Desi Trill Music
UMG’s Chairman and CEO, Sir Lucian Grainge, also commented on the partnership, saying: “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.”
“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.”
Sir Lucian Grainge
Added Grainge: “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.”
The new label marks UMG’s latest joint venture with key music figures. Last month, the company launched Syco Publishing with Simon Cowell, a record executive and TV producer, best known as a musical talent judge on reality shows.
Music Business Worldwide