Universal Music Group India has teamed with Indian talent-management company REPRESENT to create new distribution, publishing and branded opportunities for the latter’s artists, which include Anuv Jain, MC Stan, Zaeden, Lost Stories, Yashraj, Hanita Bhambri, Akanksha Bhandari, Kamakshi Khanna, Saahel, Savera, Kayan, OAFF and Jai Dhir. Seen fervently hoping we don't try to make a joke in Hindi are (bottom row, l-r): Kayan, REPRESENT founder/CEO Aayushman Sinha, Universal Music India & South Asia Chairman/CEO Devraj Sanyal and UMGI EVP/head of content Sanujeet Bhujabal; (middle row): Hanita Bhambri, Saahel, MC Stan, Zaeden, Anuv Jain, Lost Stories; and (top row): Yashraj.

“Having worked with Universal Music Group on quite a few of our artists’ releases in the past, we have been fortunate to be aligned in our thoughts to elevate the overall music industry and provide a platform for Indian artists to take their music global,” says Sinha. “This partnership is a step closer to achieving that.”

Adds Sanyal, “With REPRESENT’s visionary approach and UMG’s global network and support, we are confident this collaboration will help shine a spotlight on some of India’s most exciting young talent.”

The partnership follows UMGI’s prior collaborations with Desi Melodies and TM Ventures, as well as the success of its own internal VYRL labels, to introduce artists to the region. A version of Lollapalooza will rock Mumbai 1/27-28 with a lineup led by Sting, Jonas Brothers, Halsey and OneRepublic.