The deal is aimed at scaling the international reach of Punjabi music, with a focus on taking independent voices from the region into new markets.

The partnership brings together Virgin Music Group's global distribution network and Jass Records' established catalogue, with both sides aligning on a shared objective of accelerating the release and discovery of Punjabi music worldwide.

Led in India by Country Manager Amit Sharma, Virgin Music Group has positioned itself as a key services and distribution partner for independent artists and labels. Its recent work spans collaborations with artists such as Papon and production houses like V Creations, alongside releases including Pyaar Aata Hai, Mil Lena, Tere Dil Mein, and Candy Shop. The agreement with Jass Records builds on that wider strategy of expanding regional music into international markets.

Founded in 2011 by Jasvir Pal Singh, Jass Records has grown into a significant player in the Punjabi music ecosystem, with a YouTube subscriber base exceeding 14.5 million. Its catalogue includes releases with artists such as Ranjit Bawa, Jazzy B, Dilpreet Dhillon, Gulab Sidhu and Noor Chahal, many of which have crossed multi-million views on the platform.

Mukesh Sharma, Manager of Label and Business Development for Virgin Music Group, who facilitated the deal, 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 of 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."