Mumbai: Virgin Music Group, a global partner to independent music entrepreneurs, has entered into a global distribution partnership with Sur Music World Pvt. Ltd., one of India’s fast-growing music labels. The partnership will combine Sur Music World’s expanding catalogue of Bhojpuri and regional Indian music with Virgin Music Group’s global distribution, audience engagement and digital marketing capabilities.
The collaboration aims to expand the international reach of regional Indian music, while creating new opportunities for artists and connecting their music with audiences across global markets.
Founded in 2019 by Surinder Yadav, Sur Music World initially established its presence in the South Indian entertainment industry through the acquisition and distribution of Telugu, Tamil, Kannada and Malayalam content across digital platforms. The company entered the music business in 2023, with a focus on Bhojpuri music, and has since grown its presence in the Bhojpuri entertainment ecosystem.
As part of its growth strategy, Sur Music World plans to develop into a multi-language music label by producing and acquiring music content across Hindi, Bhojpuri, Haryanvi, Punjabi, Marathi, Magahi and other regional languages.
Commenting on the partnership, owner of Sur Music World said, “At Sur Music World, we are proud and grateful to work with Virgin Music Group. Their highly professional team, quick support, and solution-oriented approach have made every step of our journey smoother. If there’s one partner that truly brings us closer to our goals, it’s Virgin Music Group.”
Nagesh Jadhav, Sr. Content Manager, Music & Video for Virgin Music Group, said, “Sur Music World Pvt. Ltd. Is home to some of the most iconic Bhojpuri superstar artists, including Pawan Singh, Shilpi Raj, Pramod Premi Yadav, Arvind Akela Kallu, Khushi Kakkar, and many others. 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.”
The partnership is expected to leverage Virgin Music Group’s global distribution infrastructure and digital expertise to strengthen the discoverability and reach of Sur Music World’s catalogue across international markets.
For Sur Music World, the collaboration marks another step in its expansion beyond Bhojpuri into a broader multi-language regional music portfolio, while the partnership gives Virgin Music Group an opportunity to further engage with India’s growing regional music ecosystem.
