VYRL Originals is Universal Music India’s non-film music label, which it launched in 2018. This year, Universal has been expanding its remit with sub-labels focusing on particular regional music: VYRL Haryanvi, VYRL Bhojpuri and now VYRL Punjabi.
The latter has been launched with composer Jatinder Shah, and will be focusing on signing Punjabi artists.
“Punjabi Music has been the gold standard of non-film, artist centric music for decades in India,” said Vinit Thakkar, COO of Universal Music India and South Asia. “I believe the music has huge potential to reach new audiences both locally, nationally and most importantly, globally.”
That’s a key point here: that Universal has its eye not just on the Indian market for its VYRL labels. VYRL Punjabi’s first release will be a track from artist Afsana Khan next week, with its other signings including Gurdas Maan, Diljit Dosanjh and Sunidhi Chauhan.
Music Ally’s next Learn Live webinar will help you understand what’s required for artists to thrive in new international markets!