Virgin Music Group has announced a strategic partnership with Jass Records to expand the global reach of Punjabi music. The collaboration aims to amplify independent Punjabi voices and take regional music to wider international audiences.
The agreement reinforces Virgin Music Group’s continued commitment to supporting independent artists, labels, and entrepreneurs. With a shared vision, both companies aim to accelerate the release of Punjabi music while strengthening its presence across key global markets.
Led by Amit Sharma, Virgin Music Group has built a strong reputation as a distribution and services partner for independent talent. The company has worked with artists like Papon and production houses such as V Creations, supporting a range of popular releases.
Founded in 2011 by Jasvir Pal Singh, Jass Records has emerged as a leading Punjabi music label. With over 14.5 million YouTube subscribers, the label boasts a strong catalogue of hit tracks featuring artists like Ranjit Bawa, Jazzy B, Dilpreet Dhillon, Gulab Sidhu, and Noor Chahal.
Mukesh Sharma, Manager of Label and Business Development, Virgin Music Group said, “Through this partnership, we look forward to introducing Punjabi music to global audiences. We are pleased to work with Jass Records and their roster of music. Through our distribution platform, global infrastructure, and expertise, we will support upcoming releases across key markets.”
Jasvir Pal Singh, Founder, Jass Records said, “Partnering with Virgin Music Group allows us to amplify the reach of Jass Records’ catalogue across key global markets. This association will help us showcase the power, culture, and legacy of Punjabi music while driving bigger visibility for our artists and upcoming music releases globally.”
