Photo Credit: Sur Music World Pvt. Ltd.
Virgin Music Group announces a global distribution deal with Indian label Sur Music, one of the fastest-growing labels in the country.
Universal Music’s Virgin Music Group, a world leader in partnering with independent music entrepreneurs, has announced a global distribution partnership with Sur Music World Pvt. Ltd., one of the fastest-growing music labels in India.
The deal unites Sur Music’s rapidly expanding catalog of Bhojpuri and regional Indian music with Virgin Music’s expertise in global distribution, audience engagement, and digital marketing. The partnership aims to amplify the global footprint of regional Indian music while creating new opportunities for artists to reach audiences worldwide.
Founded in 2019 by Surinder Yadav, Sur Music World established a strong presence in the South Indian entertainment industry through the acquisition and distribution of Telugu, Tamil, Kannada, and Malayalam content across DSPs. The company expanded into the music business in 2023, focusing on Bhojpuri music, and has since emerged as one of the fastest-growing and most recognized labels in the Bhojpuri entertainment ecosystem.
Sur Music aims to become a leading multi-language music label in India by producing and acquiring premium music content across Hindi, Bhojpuri, Haryanvi, Punjabi, Marathi, Magahi, and other regional languages, while continuing to connect artists and audiences through quality content and innovation.
“At Sur Music World, we are proud and grateful to work with Virgin Music Group. Their highly professional team, quick support, and solution-oriented approach have made every step of our journey smoother,” said Surinder Yadav. “If there’s one partner that truly brings us closer to our goals, it’s Virgin Music Group.”
“Sur Music World Pvt. Ltd. is home to some of the most iconic Bhojpuri superstar artists, including Pawan Singh, Shilpi Raj, Pramod Premi Yadav, Arvind Akela Kallu, Khushi Kakkar, and many others. This partnership brings together their diverse catalog of Indian content with our expertise in distribution and audience engagement,” added Nagesh Jadhav, Sr. Content Manager, Music & Video for Virgin Music Group. “We’re excited to get started and look forward to expanding the global reach of Bhojpuri music together.”
The deal is the latest for Virgin Music Group that focuses on India’s regional music market. In May, the company signed Punjabi singer Sunanda Sharma for a global distribution deal. The following month saw the signing of Gujarati folk singer Rajesh Ahir in a deal that covers his existing catalog and future releases.
In late 2024, Virgin announced a global distribution deal with Hungama Digital Media. Earlier in the year, it acquired Outdustry, an artist and label services and rights management business with a footprint in China, India, and other “high-potential markets.”
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