MUMBAI: Virgin Music Group, the world’s leading partner to independent artists, labels, and entrepreneurs, is pleased to announce a strategic partnership with V Creations, a powerhouse in South Indian cinema with over three decades of experience. This collaboration will leverage Virgin Music Group’s extensive global distribution network to expand the reach of V Creations’ vast music catalogue, which includes some of regional cinema’s most iconic film soundtracks, across India and around the world.
With an impressive legacy of over 40 critically acclaimed and commercially successful films, V Creations has played a pivotal role in shaping South Indian cinema. The production house also boasts a strong digital presence, with its YouTube channel amassing 1.25 million subscribers and consistently driving high engagement.
V Creations is currently celebrating the 20th anniversary of the cult classic ‘Sachien’ and is set to re-release the film this summer. Starring Vijay, Genelia D’Souza, Bipasha Basu, and Vadivelu, the film remains beloved by fans, thanks in part to its timeless music composed by the legendary Devi Sri Prasad (DSP). As a part of this partnership with Virgin Music Group and in line with the 20-year celebrations, V Creations released the HD version of Sachien’s video songs – ‘Kanmoodi Thirakumbothu’ and ‘Vaadi Vaadi.’ Performed by actor Vijay himself, these songs are trending on YouTube Music even two decades after their release, underscoring the enduring appeal of regional music.
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While this deal with Virgin Music Group will enable these songs to reach a larger and more diverse audience across the globe, there is another exciting collaboration that took place naturally. The partnership also sees Kalaipuli International Audios, which owns the rights to nearly all of V Creations’ film soundtracks, team up with Virgin Music Group to partner and distribute their content as well.
Amit Sharma, Country Manager for India and South Asia at Virgin Music Group, said, “We are thrilled to work with V Creations, a major powerhouse in the South Indian cinema industry. This collaboration demonstrates our ongoing commitment of expanding our reach and enabling well-known songs to reach newer audiences around the world. We intend to spread the iconic songs of regional Indian movies and music to diverse enthusiasts across the globe, opening great new prospects for the genre. At Virgin Music Group, we are committed to providing infrastructure, expertise, and cutting-edge services, as well as working with organizations such as V Creations to help them expand their global reach and thrive in today’s dynamic music industry.”
By combining V Creations and Kalaipuli International Audios’ deep-rooted expertise in regional cinema with Virgin Music Group’s cutting-edge distribution capabilities and global reach, this collaboration is set to redefine iconic Indian regional music consumption and expand its global footprint.
Kalaippuli S. Thanu, Proprietor at V Creations said, “Our collaboration with Virgin Music Group is a major step toward introducing regional music and artists to a worldwide audience. We are providing our catalogue music unparalleled visibility via Virgin Music Group’s extensive network, which will help us enter new markets and capitalize on growth opportunities. We are especially thrilled to introduce the world to the rich musical heritage of our movies.”
This partnership deal between Virgin Music Group and V Creations will pave the way for regional music to reach across markets and to global audiences for years to come. It will redefine and develop music consumption while elevating Indian regional music culture on the world stage.
