Universal Music Group’s Virgin Music Group has struck a global distribution agreement with Sur Music World, a Mumbai-based label with roots in Bhojpuri and South Indian entertainment content. The deal expands Virgin Music Group’s footprint in India’s regional-language music market.
Sur Music World began by licensing Telugu, Tamil, Kannada and Malayalam film titles for digital release before expanding into Bhojpuri repertoire. The partnership gives the label access to Virgin Music Group’s international distribution network as demand grows for South Asian regional content among global streaming audiences.
Read the full story at Music Business Worldwide.