The deal highlights the push to expand India's non-film market and the surging consumption of regional-language content. Universal Music Group is partnering with India’s Desi Melodies, a leader in the recent wave of Punjabi music, in a global distribution deal that underscores the rapid growth in consumption of regional-language content in the emerging market.
The deal announced Tuesday (July 7) will solidify both Universal and Desi Melodies’ position at the forefront of India’s burgeoning non-film music sector, which in recent years has been cutting into the overall pie of India’s Bollywood-dominated market.
Universal Music India “continues to be committed to transforming the non-film music market, with the aim of giving Indian music and
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