GOING IN FOR THE TRILL

Lucian Grainge, Shabz Naqvi and Ty-Ty Smith see a future in South Asian music.

Universal Music Group and Roc Nation co-founder Ty-Ty Smith are taking a leap into a South Asian musical style, creating the label Desi Trill Music. London musician Shabz Naqvi, a key member of So Solid Crew, is partnering with Smith on the label. Its first release will be issued in October.

“As the home for artistry, innovation and entrepreneurship in music, we’re so pleased that Ty-Ty and Shabz have chosen UMG as the global partner for Desi Trill,” said UMG Chairman and CEO Sir Lucian Grainge. “Having worked with Ty-Ty for many years, I know we share a passion for discovery and artist development, and I am excited to watch how he and Shabz influence culture around the world with this exciting new sound.”

Conveniently, the style of music and the label have the same name: Desi Trill. The former is described as a global sound combining the musical style of South Asian artists and modern genres.

“We envision a future where South Asian artists gain widespread recognition on grand stages, embracing cultural heritage while pushing musical boundaries,” said Naqvi. “Desi Trill Music puts South Asian artists at the vanguard of a global music movement for the first time, and we’re honored to forge a path for this new generation of incredible artists.”