Universal Music India (UMI) has entered into a strategic partnership with Maddock Films, one of India’s most prolific Hindi film production studios, and its newly formed music label Mad For Mussic, led by founder Dinesh Vijan.
The partnership will see UMI become Mad For Mussic’s global strategic partner for future film soundtracks and other businesses and product offerings.
In a press release, Universal Music Group said: “[This] partnership builds on UMI’s artist-focused footprint, and enables UMI to deepen its presence in domestic film music – the largest music category in India. Moreover, through UMG’s extensive global network, it will provide Mad For Mussic’s repertoire with more international opportunities.”
Under the leadership of Dinesh Vijan, Maddock Films has become well known as an originator in the Hor-com (the Horror-comedy) genre, via franchises like Stree, Bhediya , Munjya and the forthcoming Thama among others.
Recent music successes from the firm’s movies include the hit single Pardesiya from the movie Param Sundari. The track’s official video has racked up more than 50 million YouTube plays since being released in July.
Discussing the Maddox Films deal, Adam Granite, UMG’s CEO Africa, Middle East, and Asia said : “This landmark partnership with Maddock Films signals a crucial step forward for our India business.
“Dinesh Vijan is not just a Hindi film industry veteran, he is a first-class story-teller with an unparalleled ear for music. It is a great privilege for UMI to be able to work on the studio’s forthcoming slate of films, and bring even more incredible Hindi music to audiences the world over.”
“This landmark partnership with Maddock Films signals a crucial step forward for our India business.”
Adam Granite, UMG
Dinesh Vijan, founder of Maddock Films commented: “We live and abide by the ‘Content-first’ approach. Our cinema is the cinema of real India – emanating from the smallest of towns and impacting audiences in the biggest of cities – in India and abroad.
“Music is – and has always been – one of the central pillars of my films. UMG is a perfect partner for our ambitions, as we step into the next growth phase of Maddock, developing some of the most sought after movie franchises and creating new genres.”
Sanujeet Bhujabal, Managing Director, India & South Asia, UMI said: “Dinesh Vijan has successfully turned Maddock Films into a content powerhouse with a fearless and forward-thinking approach to storytelling. Their ability to weave tales from our rich and diverse culture, keeping music at the centre has captivated audiences of all backgrounds.
“UMG is a perfect partner for our ambitions, as we step into the next growth phase of Maddock, developing some of the most sought after movie franchises and creating new genres.”
Dinesh Vijan
“The strategic alliance between the creative prowess of Maddock Films and the global reach of Universal Music Group will bring the essence of Indian culture and context to a global audience.
“Movies and their music are the central pillars of the rapidly growing Indian music market. With this move, Universal Music India will be at the forefront of the ever-expanding soundtrack market in India.”
Devraj Sanyal, Chairman & CEO, India SA ; SVP Strategy, Africa, M. East & Asia, UMI said: “This is the perfect time and the perfect partner for us to re-enter the Indian film music space.
“We have enjoyed great success at UMI in making ipop and desi hiphop culturally relevant and globally resonant, and it’s time for us to give that same love and respect to film music. We couldn’t have hoped for a better partner than Dinesh and there is much more to come from us in this space.”
UMI has previously worked on the music of films like Sholay, Deewar, Dostana, Yaarana, Julile Sagar, Shaan, Yeh Jawaani Hain Deewani, Blackmail, Khamoshi, Bombay, Devdas, and Sur.
The Maddox deal marks Universal’s latest expansion in India, building on several strategic moves in recent years.
In June 2024, the company appointed Sanujeet Bhujabal as Managing Director, Universal Music India and South Asia, following the promotion of Devraj Sanyal to Chairman and CEO.
The previous year, Universal struck a strategic partnership with India-based talent agency REPRESENT to help introduce Indian music culture to global audiences.Music Business Worldwide