Billboard’s annual International Power Players List recognizes the contribution of international music executives from across the globe (ex-U.S.) and this week, saw Devraj Sanyal, Universal Music India and South Asia’s MD and CEO highlighted for his contributions to introducing original Indian music and culture to a global audience in 2021’s list of executives.

This recognition in Billboard’s International Power Players list is testament to the path-breaking industry-leading moves that Universal Music India has been making overthe last 3 years. The company as a multi-pronged approach towards how music is made and marketed in India across all-genres and UMG’s initiatives in non-film commercial music, HipHop and regional music space have been instrumental in shaping the way music industry is evolving in India.

In a country traditionally obsessed with Bollywood Music, Universal Music India’s VYRL Originals was the first label dedicated to creating artist-centric music and launching artists in the commercial non-film music space since 2018.

Recognizing the changing fabric of music and artists in India, the company launched India’s first Hip-Hop label with an international outlook, Mass Appeal India in 2019. The label’s mission is to bringthe underground HipHop movement in India to the fore and take it to international audiences. In just 2 years, the label has a solid roster of artists and catalog that has also seen international acclaim and support.

Beyond commercial pop and Hip-Hop, Universal Music India has consolidated and solidified its position in the regional space by partnering with India’s pioneer label from the Punjab region, Desi Melodies. This budding partnership was solidified in 2020 and has seen releases like Titliaan, Baarish Ki Jaaye and Banglow amongst others. The label is also home to some of the best talent from the region.