Universal Music Group (UMG) has struck an exclusive global agreement with Indian music superstar Badshah. The multi-year agreement will see Badshah partner exclusively with UMG across all elements of his career, including future recordings, music publishing rights for non-film compositions, brand licensing and partnerships.
“We are delighted to partner with Badshah, one of India’s most respected and popular artists, for the next phase of his career. As we put the weight of our global company behind him to introduce his music to new audiences worldwide,” said Sir Lucian Grainge, Chairman & CEO of UMG.
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Badshah, a Delhi-born rapper, singer and music producer is described by UMG as “India’s most successful musical artist of his generation”, having generated more than 15 billion streams worldwide, performed more than 700 live shows and become an ambassador for global brands. Badshah is also the only Indian artist in history to have achieved 15 different songs with more than 200 million video views each on YouTube, including: Paani Paani, Genda Phool, She Move It Like, Paagal, DJ Waley Babu, Mercy and more.
Badshah previously released his recorded music in partnership with Sony Music. He was also recently acknowledged by music rights data platform Blokur, as the world’s No. 1 songwriter on YouTube in 2020.