Virgin Music Group And Sur Music World Announce Global Distribution Partnership
The partnership aims to take regional Indian music global and create new opportunities for artists
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Virgin Music Group has entered into a global distribution partnership with Indian music label Sur Music World Pvt. Ltd., bringing the label’s growing catalogue of Bhojpuri and regional Indian music to audiences worldwide.
The partnership will combine Sur Music World’s expanding regional music catalogue with Virgin Music Group’s expertise in global distribution, audience engagement and digital marketing. The companies aim to strengthen the international presence of regional Indian music while creating new opportunities for artists.
Founded in 2019 by Surinder Yadav, Sur Music World initially established a presence in the South Indian entertainment market through the acquisition and distribution of Telugu, Tamil, Kannada and Malayalam content across digital platforms. The company entered the music business in 2023, focusing on Bhojpuri music, and has since grown into a prominent label in the Bhojpuri entertainment ecosystem.
The label plans to expand its multi-language music operations across Hindi, Bhojpuri, Haryanvi, Punjabi, Marathi, Magahi and other regional languages, with a focus on producing and acquiring music content while connecting artists with wider audiences.
The owner of Sur Music World said the company was “proud and grateful” to partner with Virgin Music Group, highlighting the latter’s professional support and solution-oriented approach.
Nagesh Jadhav, Sr. Content Manager, Music & Video, Virgin Music Group, said Sur Music World’s catalogue features several prominent Bhojpuri artists, including Pawan Singh, Shilpi Raj, Pramod Premi Yadav, Arvind Akela Kallu and Khushi Kakkar.
“This partnership brings together their diverse catalogue of Indian content with our expertise in distribution and audience engagement. We’re excited to get started and look forward to expanding the global reach of Bhojpuri music together,” Jadhav said.
The partnership marks another step towards taking India’s regional music catalogues to international audiences, with Bhojpuri music at the centre of the collaboration.