Mumbai: Virgin Music Group has announced a strategic partnership with Jass Records to drive global music distribution and amplify independent Punjabi voices across international markets.
The collaboration underscores Virgin Music Group’s commitment to supporting independent artists, labels, and regional music ecosystems, while accelerating the global reach of Punjabi music. The partnership will leverage Virgin Music Group’s distribution infrastructure and market expertise to expand Jass Records’ catalogue across key geographies.
Led by Amit Sharma, Country Manager, Virgin Music Group has built a strong reputation as a distribution and services partner for independent creators. The company has previously worked with artists such as Papon and production houses like V Creations, supporting popular tracks including Pyaar Aata Hai, Mil Lena, Tere Dil Mein, and Candy Shop.
Founded in 2011 by Jasvir Pal Singh, Jass Records has emerged as a leading Punjabi music label with over 14.5 million YouTube subscribers and a strong catalogue of chart-topping releases. The label has recently collaborated with prominent Punjabi artists such as Ranjit Bawa, Jazzy B, Dilpreet Dhillon, Gulab Sidhu, and Noor Chahal, whose tracks have garnered millions of views online.
Mukesh Sharma, Manager of Label and Business Development for Virgin Music Group, who facilitated the deal, said, “Through this partnership, we look forward to introducing Punjabi music to global audiences. We are pleased to work with Jass Records and their roster of music. Through our distribution platform, global infrastructure, and expertise, we will support upcoming releases across key markets.”
Jasvir Pal Singh, Founder of Jass Records, added, “Partnering with Virgin Music Group allows us to amplify the reach of Jass Records’ catalogue across key global markets. This association will help us showcase the power, culture, and legacy of Punjabi music while driving bigger visibility for our artists and upcoming music releases globally.”
