Universal Music India (UMI) has announced a strategic expansion of its leadership team within India and South Asia, focusing on the growth of its non-film music efforts.
As part of these changes, Vinit Thakkar (pictured) is promoted to COO, India and South Asia.
Meanwhile, Gaurav Chaturvedi joins UMG as VP, Domestic Labels, Universal Music Group India, and Pranav Thakker is named General Manager, New Business Development, Universal Music Group Brands (UMGB).
Universal Music Group says the moves “reinforce [UMI’s] position as the leading music company for non-film music within the region” and will “accelerate its growth across the original artist, non-film music and hip-hop genres in India and South Asia”.
The past three years has seen UMI launch a series of strategic labels in India and South Asia, combined with increased A&R focus in original Indian non-film music and talent.
The centrepiece of this focus has been VYRL Originals, which was launched in January 2018 and claims to be India’s first dedicated non-film label. VYRL Originals has released more than 40 singles so far, from a roster of 25 artists including; Mithoon, Asees Kaur, Arjun Kanungo and Lisa Mishra.
“We are truly in a sea change moment for music in India, with an audience that is consuming more music, video and content than ever before.”
Devraj Sanyal, Universal Music Group
In November 2019, VYRL Originals single ‘Intezaar’ from Mithoon featuring Arijit Singh & Asees Kaur made history as the first non-film release to top India’s national AirCheck T20 radio airplay charts for three consecutive weeks.
Another major non-film move at UMI came last year with the launch of Mass Appeal India, in conjunction with revered rapper Nas. The label’s first signing DIVINE, dubbed ‘the godfather of Mumbai’s hip-hop scene’, released his debut album Kohinoor in October 2019.
Devraj Sanyal, MD & CEO Universal Music India and South Asia, said, “We are truly in a sea change moment for music in India, with an audience that is consuming more music, video and content than ever before.
“Because of this we have worked hard alongside our partners over the past two years, to build and launch new sub-labels that put artistic creativity and collaboration at the heart of every release, and where artist’s voices and talent can be seen and heard, starting with VYRL Originals and Mass Appeal India and with further exciting initiatives to follow in the coming months.”
Adam Granite, Executive Vice President, Market Development at UMG said, “Devraj and the senior management team in India have done an incredible job opening the door for non-film music to break into the mainstream and reach a new mass audience of fans in India, within the vast Indian diaspora around the world and hopefully beyond.
“The potential for artist talent and creativity in India is huge and we are excited to support their efforts to bring original Indian music to the world and further establish UMG as the home for non-film music talent and success in the region.”
Vinit Thakkar has been promoted from SVP to the newly created position of COO, India and South Asia, effective immediately.
In his new role, Thakkar will be responsible for driving India’s overall content strategy, strategic initiatives and operational efficiency.
Having joined UMI in 2012, Thakkar has held several senior positions within UMI and was instrumental in the launch of VYRL Originals, alongside acclaimed Bollywood Director Mohit Suri. Prior to joining UMG, Thakkar held positions at Sony Music, Citibank and Titan. Based in Mumbai, he will continue to report to Sanyal.
In addition, Gaurav Chaturvedi has been appointed as VP, Domestic Labels, Universal Music Group India, responsible for leading label activity, strategy and releases for all domestic UMI labels effective immediately.
“This is an exciting time for Indian artists and music, and we are looking forward to further expanding the horizons of what is possible to achieve with VYRL Originals and our other domestic labels.”
Vinit Thakkar, Universal Music India (pictured, main)
The role will focus on the expansion and development of VYRL Originals alongside several other key label initiatives to be announced in the coming months. Chaturvedi will be based in Mumbai and will report to Thakkar. He joins UMI from Indian Media conglomerate Star India Pvt Ltd where he held the position of Assistant VP, Marketing and was responsible for leading marketing strategy and activation for the Star Sports network across all major sports verticals. Prior to joining Star India in 2013, he held senior marketing positions at Sony Music Entertainment India and Zee Entertainment.
Additionally, Pranav Thakker has been appointed as General Manager, New Business Development at Universal Music Group Brands (UMGB) for India and South Asia. An experienced branding executive within the region, Pranav previously worked at TVF (The Viral Fever), Big FM and DNA (Zee Media Ltd) and at UMI will report to Preeti Nayyar, Vice President, New Business Development, India & South Asia.
Sanyal and the UMI management team will continue to work closely alongside Adam Granite to identify further opportunities for UMI artists globally.
Vinit Thakkar said, “This is an exciting time for Indian artists and music, and we are looking forward to further expanding the horizons of what is possible to achieve with VYRL Originals and our other domestic labels. I am very proud that our efforts have resulted in creating a culture and category of non-film music in India. I am very excited about my new role whereby alongside Devraj, I will be responsible for driving UMG’s strategic expansion in the region.”
Announcing the changes, Sanyal said, “I am thrilled to announce these strategic appointments, as we look to marry our ambition to increase the scale and reach of original music in India and our continued focus and commitment to domestic A&R, with real action to help revolutionize the listening experience for Indian music fans.
“Under Vinit’s guidance, VYRL Originals has become the blueprint for non-film music success in India, and I look forward to working closely together with him in his new role to achieve further innovation and success. The addition of Gaurav and Pranav to our senior management team will help expand the boundaries of commercial success for our recording artists, label teams and amplify the opportunities for local and international artists to reach new fans, both here in India, and also around the world.”Music Business Worldwide