Image Credit: Virgin Music Group
Virgin Music Group has formed a strategic partnership with India’s Hungama Digital Media to increase the international exposure of Indian regional music. The partnership aims to leverage Hungama’s digital entertainment network and Virgin Music’s global distribution capabilities to create opportunities for Indian artists to reach worldwide audiences. With 25 years of digital entertainment experience, Hungama boasts a content library of over 45 million assets and a presence across 75 countries and more than 150 platforms. Its social media community spans 20 million users, while video platforms reach an additional 10 million users.
The collaboration will specifically expand the reach of Hungama’s music catalog, including content from SVF, Grassroute, OTV, and film soundtracks. Virgin Music will distribute these through its global network, potentially introducing Indian regional music to new markets. Siddhartha Roy, CEO of Hungama Digital Media, said that the partnership with Virgin Music marks a significant milestone in taking Indian regional music to global audiences.
Violence Music Group continues to expand its global presence, including in the South Asian music market. In March, it teamed up with 3AM Entertainment, a label founded by British artist Jay Sean, producer Jeremy Skaller, and talent manager Jared Cotter, to focus on developing South Asian artists across all genres. In October, Virgin Music acquired Outdustry, an artist and label services and rights management business focused on China, India, and other high-potential markets. Last year, Virgin Music Group combined its subsidiary Virgin Music with Ingrooves, a music distribution and marketing firm acquired by UMG in 2019.
