VYRL Punjabi’s first release is Jodaa from the singer Afsana Khan
Universal Music India (UMI) has launched VYRL Punjabi, a new label in association with music composer Jatinder Shah.
UMI launched VYRL in 2018 as an artist platform specifically designed to challenge Bollywood’s music dominance in India.
VYRL Punjabi’s first release, Jodaa from the singer Afsana Khan will be released next week, alongside a dramatic new video, shot in 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.
VYRL Punjabi follows the recent launches of VYRL Haryanvi and VYRL Bhojpuri as Universal Music India doubles down on its commitment to domestic A&R, with the objective, it says, of introducing “new Indian music, songwriters, and artist talent to audiences worldwide”.
“At Universal Music India, we are committed to non-film music across all languages and genres.”
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.”
“We have found a great creative partner in Shahji, who shares our beliefs and ambitions about elevating the Punjabi music scene and culture.”
Vinit Thakkar, Universal Music India and South Asia
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.”
“We will strive to take Punjabi music not only nationally but also to global audiences”
Jatinder Shah
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”
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