MUMBAI : The label venture is dedicated to DESI TRILL, new global genre of music that merges South Asian artists and hip-hop

Universal Music Group (UMG), the world leader in music-based entertainment, today announced the launch of DESI TRILL MUSIC, a new label venture led by Ty-Ty Smith and Shabz Naqvi. The label will be dedicated to DESI TRILL, a new genre of music that combines the musical style of South Asian artists with modern genres, representing a new global sound.

As music enthusiasts eagerly embrace fresh sounds, industry veterans Shabz Naqvi and Ty-Ty Smith have introduced their music venture, DESI TRILL. Amid the ever-evolving South Asian music scene, which caters to diverse musical tastes with a range of genres and sounds, there's no better moment to join the industry. It's worth noting that Sir Lucian Grainge, Chairman and Chief Executive Officer of Universal Music Group (UMG), personally extended his blessings and welcomed the DESI TRILL team into the UMG family.

What sets DESI TRILL apart from other labels is its endeavour to create a new music genre, one that hasn’t been explored by anyone in the past. The innovative blend of Hip Hop, R&B, and the dynamic essence of South Asian (Desi) music will give the listeners a genre that's not only captivating but also transformative. Distributed globally by Universal Music Group, DESI TRILL is being launched at a time when Desi Music’s popularity is at its zenith with millions of die-hard fans spanning across the globe are grooving to its sounds and beats.

Another crucial factor that works for DESI TRILL as it readies itself for launch is the abundance of experience that its team has under their belt. Ty-Ty Smith, in his career spanning over 20 years, is co-founder of Roc Nation, the global entertainment company that has cultivated many of today’s biggest acts such as DJ Khaled, JAY-Z, J Balvin, J. Cole, Rihanna and Shakira among others. Shabz Naqvi on the other hand began his journey at just 16 in the heart of South London and since then he has acquired chart topping acclaim and 11 major music awards along the way.

DESI TRILL’S debut artist is DJ Lyan, a trailblazer who adds a unique dimension to the label. His collaborations with South Asian artists will undoubtedly be something to watch out for.

In making this announcement UMG’s Chairman and CEO, Sir Lucian Grainge said, “As the home for artistry, innovation and entrepreneurship in music, we’re so pleased that Ty-Ty and Shabz have chosen UMG as the global partner for DESI TRILL. Having worked with Ty-Ty for many years, I know we share a passion for discovery and artist development, and I am excited to watch how he and Shabz influence culture around the world with this exciting new sound.”

Commenting on the their label, DESI TRILL, Naqvi and Smith say, “ The whole idea and inspiration behind DESI TRILL is to break boundaries. It’s about giving South Asians a voice and what could be a better way to do so than through music. It’s also a lot to do with expanding Hip Hop even further across the world and creating a new first of its kind genre of music. South Asian culture, its food and its music among other things is rapidly spreading throughout the world and DESI TRILL aims at giving music lovers the best of both worlds by creating music that blends two extremely popular genres together. We are really excited to begin this journey and we hope to have the support of music lovers across the world with us.”

Devraj Sanyal, Chairman & CEO of UMG India & South Asia, SVP Strategy of AMEA said, “At Universal Music India & South Asia, we’ve been pushing the envelope for South Asian artists and our brand of music into the mainstream globally, and to that end I’m so pleased to welcome the legendary Ty-Ty Smith and Shabz Naqvi’s DESI TRILL as part of our larger UMG family, which will showcase SOUTH ASIAN Art and Culture with its history and incorporate a new genre which is a fusion of Hip Hop/R&B/Pop and Dance while keeping cultural Indian heritage in the sound. The whole world is celebrating culture and DESI TRILL will be a part of that!”

DESI TRILL MUSIC’s first music offering will be available in October. Follow @desitrill for news and updates