Gathered to celebrate the Virgin/3AM signing are, from left, 3AM Entertainment co-President Jeremy Skaller,
Virgin Music Group co-CEO Nat Pastor, Jay Sean, VMG President of North America and EVP of Global Artist Relations Jacqueline Saturn
and 3AM Entertainment co-President Jared Cotter.

Virgin Music Group has partnered with 3AM Entertainment to focus on artists from the South Asian diaspora. The first project under the new deal is a single, “Heartless,” from label co-owner Jay Sean featuring Toronto-based Punjabi hitmaker Ikky.

Sean founded 3AM with producer/executive Jeremy Skaller and Manager/VP of Music at Range Media Partners, Jared Cotter, who will be co-presidents of the label. Skaller, known for his label The Heavy Group, will handle global strategy; Cotter will serve as VP of A&R at Range Media Partners and continue to manage pop star Bazzi.

“No single artist has done more to bring South Asian music and culture to a global audience than Jay Sean,” said Virgin Music Group Co-CEO Nat Pastor. “Jeremy and Jared have been with Jay on that journey, and together the three executives have a strong track record in supporting and nurturing South Asian artists in their native countries and beyond. Through our partnership with 3AM Entertainment, we are creating a platform to increase our presence in this fast-growth market to support and expand the reach of South Asian music.”

“Today’s music business is truly global, and 3AM Entertainment will focus on supporting artists from the South Asian diaspora on their journey to becoming global stars,” Sean said. “It is my goal and dream to see our culture be appreciated on mainstream platforms and resonate with global audiences in the same way that Latin music, K-pop and Afrobeat have found audiences outside their native culture. Virgin Music Group, with its powerful global footprint and team of experts around the world, is a perfect partner to join us on this mission.”

Additional 3AM team members include Jay Sean’s longtime manager, Thara Natalie, who has been named chief operations manager; Madison Bickel, who will serve as GM; and Mahima Sharma as A&R who will be based in New Delhi, India. Jay Sean's co-manager Aayushman Sinha and his "Represent" team will consult on A&R and strategy out of Mumbai, India.

“Heartless” will be released 4/5 with an album project to follow.