Mumbai: Universal Music Group (UMG), the world’s one of the leaders in music-based entertainment announced it has entered into an agreement to purchase the catalogue of iconic UK-based South Asian record label Oriental Star Agencies (OSA Ltd). The deal includes all of the label’s recordings and where held, publishing rights.
A slice of over 50 years of South Asian culture and heritage, the catalogue comprises approximately 18,000 songs, concert and video recordings, featuring legendary and genre-defining Pakistani and Indian artists. The acquisition is another demonstration of UMG’s strategy to accelerate its growth in high potential music markets around the world. The Asian music market grew by 15.4 per cent in 2022 according to the IFPI, the record labels’ global trade body, with overall revenues from the region accounting for 22.9 per cent of the global market.
OSA Ltd is a UK-based label with strong local and international ties and a unique history. Founded in 1966 by Muhammad Ayyub and his brothers, who moved from Pakistan to the West Midlands in 1961, the label was borne out of Ayyub’s deep love for music and nostalgia for the music of his childhood. Initially approaching EMI to stock these titles, he went on to import records from Pakistan and India, as he sought to meet the demand of his local community who also craved the authentic sound of their motherland.
From these local community origins grew the most prominent South Asian record label in the UK. OSA Ltd can be credited with not only introducing authentic South Asian music to a British audience, but also playing a pivotal role in the establishment of the UK Bhangra genre and launching the careers of numerous significant British and South Asian artists.
Highlights in the catalogue include Malkit Singh (who became the top-selling Bhangra artist worldwide with nearly 5 million album sales), Bally Sagoo, Attaullah Khan and legendary GRAMMY nominated artist Nusrat Fateh Ali Khan, who has recorded over 125 albums. In 2002, the music of OSA Ltd found a fresh audience when several label tracks were featured on the Bend It like Beckham soundtrack. In recognition of this trailblazing contribution to the South Asian music landscape, in 2014, Ayyub was awarded an MBE honour for service to broadcasting, Asian music and community services. In 2017 the OSA Ltd owners finalised a sale to Hi-Tech Music Ltd, another British record label with a strong history spanning 35 years.
The acquisition complements UMG’s current service offering and will help drive momentum for the South Asian music market, enabling local artists to reach the largest possible audience in the global community.
Universal Music Group executive vice president of market development Adam Granite said, “This acquisition of a hugely successful and iconic British-Asian label specialising in South Asian music will further increase Universal Music Group’s exposure to, and participation in, a fast growing and rapidly changing market. I am particularly pleased that Universal Music Group will become the next custodian of Oriental Star Agencies, a label that has played an unparalleled role in bridging the musical identities of the UK and South Asia, taking the unique sounds of its artists to a broad audience. We believe this catalogue has huge potential, and look forward to taking it to the next generation of music fans globally.”
(Chino) Mohammed Twaseen OSA Ltd said, “This is a momentous day for OSA and all our artists. Becoming part of the UMG family will turbo-charge our South Asian music, helping it to get in front of more music fans across the world. The past decade has seen a true global explosion of music from the region, and now, under UMG’s stewardship, the next decade promises to be even more exciting.”
