Universal Music Serbia and Virgin Music Label & Artist Services have inked a global distribution deal with prominent Serbian Hip-Hop label, Balkaton.
The Belgrade-based label was launched by Balkan artist Rasta in 2015 and has amassed over 1 billion streams since then.
Balkaton is home to popular regional artists such as Rasta, Alen Sakić and Link, as well as emerging acts including Riga Dri, Tyzee and Sanela.
The new partnership kicks off with the launch of new Balkaton-signed artist, Kali, whose debut single Crna Magija was released on Friday (July 9).
Aman, Rasta’s collaboration with Voyage, is released today (July 13).
Universal Music Group launched Virgin Music Label & Artist Services in February 2021 as a new global division serving independent artists and labels that UMG says is “inspired and influenced by the spirit and ethos of the iconic Virgin Records label”.
UMG launched Virgin Music Label & Artist Services in Brazil this week.
“This partnership comes at a time when all key digital services in the region are now fully available.”
Ilija Milosevic, Universal Music Serbia
Ilija Milosevic, Universal Music Serbia’s General Manager, said: “The entire team at Universal Music, whether in Serbia, across the region and internationally is very excited about working together with Balkaton.
“This partnership comes at a time when all key digital services in the region are now fully available and our market is finally ready to show its full potential and follow all current trends in this ever-innovative industry.
“Therefore, Balkaton being the initiator and an absolute leader of creative development within the entire Western Balkans region, is our ideal partner to start this great change together.”
“I think that this type of collaboration will definitely set another level on the Balkan music scene and set a milestone in its history.”
Stefan Djuric Rasta, Balkaton
Stefan Djuric Rasta, Founder and CEO of Balkaton, said: “I am very glad we started this strategic partnership at a crucial moment for Balkaton, since after this difficult period that got us all, we are coming back stronger than ever and preparing many new projects, tracks, albums and bangers that we want to present globally, and not just in the Balkans region.
“I think that this type of collaboration will definitely set another level on the Balkan music scene and set a milestone in its history.”
“We are passionate about [Balkaton’s] artists and repertoire.”
Fabian Stilke, Western Balkans
Fabian Stilke, General Manager, Western Balkans, added: “We are thrilled to partner with Balkaton.
“We are passionate about their artists and repertoire and can’t wait to start working their catalogue and upcoming releases.
“Balkaton will continue to develop their artists and marketing campaigns, but will receive strong strategic consulting and access to a global network through Virgin Music Label & Artist Services, providing a regional and global infrastructure of support for their artists to grow.”Music Business Worldwide
