Virgin Music Group Partners With Jass Records To Boost Global Reach Of Punjabi Music

Virgin Music Group has entered into a strategic agreement with Jass Records to handle global music distribution, further strengthening its commitment to independent and regional music.

The collaboration aims to accelerate the international reach of Punjabi music, leveraging Virgin Music Group’s global infrastructure and distribution network. The partnership reflects a shared vision to amplify regional sounds and connect Punjabi music with wider global audiences.

Under the leadership of Amit Sharma, Country Manager, Virgin Music Group India, the company has emerged as a key partner for independent artists and labels. Known for supporting diverse musical voices, the company has previously worked with artists like Papon and production houses such as V Creations, while distributing tracks including Pyaar Aata Hai, Mil Lena, Tere Dil Mein, and Candy Shop. This latest alliance with Jass Records marks a continued push toward expanding regional music on a global scale.

Founded in 2011 by Jasvir Pal Singh, Jass Records has established itself as a leading Punjabi music label, boasting over 14.5 million subscribers on YouTube and a catalogue of widely ???????? releases. The label has recently collaborated with prominent Punjabi artists such as Ranjit Bawa, Jazzy B, Dilpreet Dhillon, Gulab Sidhu, and Noor Chahal, with releases garnering millions of views online.

Commenting on the partnership, Mukesh Sharma, Manager of Label and Business Development at Virgin Music Group, said the collaboration will help introduce Punjabi music to a broader global audience. He added that the company’s distribution capabilities and market expertise will support upcoming releases across key territories.

Echoing this sentiment, Jasvir Pal Singh, Founder of Jass Records, noted that the partnership will significantly enhance the global visibility of the label’s catalogue. He emphasised that the association will help showcase the cultural richness and legacy of Punjabi music while enabling greater international exposure for its artists.

The deal underscores the growing global appetite for regional Indian music and highlights the increasing role of strategic distribution partnerships in taking local sounds to international markets.