Universal Music India and The Sterling Reserve Music Project


Universal Music India and Allied Blenders and Distillers announced today its collaboration for the Sterling Reserve Music Project. This unique programme is to incubate, encourage and promote aspiring singer songwriters to showcase their talent and release their music globally via Universal Music.

The Sterling Reserve Music Project is an enabler platform which is language and genre agnostic, and aims to provide a home to diverse artists from all over the country whose talent and music need the right opportunity to reach wide audiences. The youth of India have an opinion, that needs strong expression and be a voice of the sub culture. For the first time ever, they will have an opportunity to collaborate with some of the finest writers, composers and producers to help bring their vision to song and the ability to use the massive network of Universal Music & its partners to find & own their niche in an otherwise cluttered landscape.

Talking about the platform, Devraj Sanyal, Managing Director and CEO of Universal Music & EMI Music, India & South Asia said “I have always wanted to create & develop a genuine platform that enables real artists, irrespective for who they are, what they sing & where they come from to be able to share their gift with the world. I’m thrilled to have found a partner in Sterling Reserve who shares my exact vision and have come on board for the long term to co-own India’s first artist enabler platform”.

Sharing his vision, Bikram Basu, Chief Operating Officer, Allied Blenders & Distillers said “We hope to start an incredible journey to encourage and present talent to wide audiences with The Sterling Reserve Music Project. Universal Music brings the label, understanding, and very importantly, the passion to build this expression beautifully. Working with emerging talent resonates with the Sterling Reserve brand ideology of Chase the Next”.

The debut track of the project “Hear Me” by Anushqa drops globally today.

Talking about her track Anushqa shared “I am really thrilled that my song will kick-start this platform. There is immense talent tucked away in the country and opportunities like this will help us unlock opportunities for all of them. I hope the Sterling Reserve Music Project marks a turning point for our industry.”