Universal Music Group has launched 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 to create a new sound with global appeal.
UMG 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.”
Shabz Naqvi said: “We envision a future where South Asian artists gain widespread recognition on grand stages, embracing cultural heritage while pushing musical boundaries. Desi Trill Music puts South Asian artists at the vanguard of a global music movement for the first time and we’re honoured to forge a path for this new generation of incredible artists.”
Ty-Ty Smith said: “Music knows no borders. It’s an incredible time for South Asian culture and hip-hop to come together to create a new and exciting genre of music. It gives us great pleasure to bring our vision to the world with Desi Trill Music. UMG Is a great partner for us and I’d like to thank Sir Lucian, Jeff Harleston and Michael Seltzer for their continued support.”
Smith is a co-founder of Roc Nation, the global entertainment company behind stars such as DJ Khaled, Jay-Z, J Balvin, J Cole, Rihanna and Shakira, among others. He has fostered strategic partnerships with several production teams, including Grammy-winning duo Stargate, and played a pivotal role in Roc Nation's presence and expansion into the UK creative and music sectors.
Naqvi is an artist, producer and music executive from South London. As Mr Shabz, he was a key member of So Solid Crew.
Desi Trill Music’s first releases will be available in October.
PHOTO: (L-R) Sir Lucian Grainge, Shabz Naqvi and Ty-Ty Smith (credit: Jordan Strauss)