MUMBAI: ‘ContraBass Records’, the first ever electronic music label is introduced in the country by Universal Music India.

ContraBass, a sub-label set up by Universal Music India, has adopted a licensing and repertoire building strategy with deals to release albums from Blackhole Records, according to a statement. It also has licensing deals in progress with some of the biggest international electronic music labels. The record plans to promote and publish International as well as local EDM artistes.

The first release on ContraBass Records scheduled for March 2012, will be international EDM DJ Ferry Corsten’s new album titled ‘WKND’. Lost Stories, Akshai Sarin & AFM will be the domestic electronic releases and international albums from Chase, Status & SubFocus amongst others will be released later in the year.

Universal Music India & SAARC MD Devraj Sanyal said, “Electronic Music is in my opinion the sound of the youth of the future India. To enhance that in actuality Universal Music India has just launched ‘ContraBass Records’ a sub label that is designed specifically to launch Electronic music from artistes the world over including India. Contrabass records also has inbuilt within it a live business wherein it will bring artists from all over to perform in selected venues in the greater India region. Needless to say Contrabass records will become the lead vehicle in partnering all the major festivals both here in India & around the region.”

Universal Music India VP– marketing Sunil D’Sa said, “India is all about the newer variants of music that appeals to the youth. The smartphone generation is heavily leaning on the non-Bollywood strains of music with EDM & Rock/metal becoming the music that they are embracing more & more. To that end, Contrabass records will open the gates for publishing this genre of music which has never been showcased before. It’s only a matter of time before these forms of music become mainstream & UMI will lead this revolution."