Universal Music Group UK’s Island-EMI has partnered with South Asian culture platform Dialled In to launch Dialled In Records, a new London-based label focused on developing artists coming out of South Asia and the diaspora.

The deal is structured through The Collective, an ‘entrepreneurial A&R’-focused department within Universal Music Group UK’s Island-EMI.

Dialled In Records launches with two acts. The first is Ahadadream, a producer and DJ born in Karachi, Pakistan, and one of Dialled In’s co-founders, whose production has drawn support from Skrillex, Fred again.., Four Tet, and Pete Tong. His single Bass Dhol, featuring Raf Saperra and Skrillex, is the label’s first release.

The second is Excise Dept, a New Delhi and Mumbai-based multidisciplinary collective that works at the intersection of experimental electronic music and South Asian identity, rapping and singing across multiple regional languages.

For Dialled In, which was founded five years ago by a group of South Asian entrepreneurs, curators and music professionals, the label launch comes as it now also covers live events, international touring, artist development, and cross-border collaborations.

“[Dialled in’s] take on what South Asian music is in 2026 is so refreshing -it challenges and breaks stereotypes.”

Callum Ross, The Collective/Island-EMI

Callum Ross, A&R Director, The Collective/Island-EMI, said: “Coming from an Indian family, I have always admired from afar what the Dialled In brand has meant to, and done for, South Asian culture. I knew I had to work with them in some capacity, and I’m so happy they shared my excitement about starting a record label.

“Their take on what South Asian music is in 2026 is so refreshing -it challenges and breaks stereotypes. There is a vast world of alternative, genre-bending artists across South Asia and the diasporas who are pushing boundaries. The mission is for Dialled In Records to bring them to the world and I can’t wait to get started.”

Dhruva Balram, Dialled In Co-founder, added: “Dialled In has always been about building the infrastructure that South Asian artists deserve but have not always had. We started as a group of friends who believed South Asian creativity could command the global stage. Now, with Dialled In Records, we have the full ecosystem to make that happen: from artist development and live platforms to recorded music and international distribution.

“This isn’t just a label launch. It’s a statement about what’s possible when you build from within the culture, with the right people, and refuse to compromise. Here, our signed artists Ahadadream and Excise Dept will shape their stories, sounds and identities on their own terms.”

“Dialled In represent the breadth and diversity of South Asia, and bring deep commitment to signing, developing and breaking artists on the global stage.”

Nicola Spokes,The Collective/Island-EMI

Nicola Spokes, Managing Director, The Collective/Island-EMI, added: “It’s incredibly exciting to launch Dialled In Records.

“Dialled In represent the breadth and diversity of South Asia, and bring deep commitment to signing, developing and breaking artists on the global stage. Launching the label is a truly special moment and I can’t wait to see what the team will achieve!”

The label launch will be celebrated at Dialled In’s 5th birthday festival on May 30, a one-day event spread across eight venues in Dalston, London, with a capacity of 3,000.

The timing comes as the music industry sharpens its focus on South Asian talent. In April last year, Warner Music Group partnered with entrepreneur and entertainment executive Anjula Acharia to launch 5 Junction, a JV label focused on discovering and nurturing US-based artists of South Asian heritage. Acharia played a pivotal role in launching Priyanka Chopra Jonas’ career in Hollywood and, according to WMG, “has long been recognized for her ability to connect talent with opportunity on a global scale”.

“This isn’t just a label launch. It’s a statement about what’s possible when you build from within the culture, with the right people, and refuse to compromise.”

Dhruva Balram, Dialled In

In 2024, Jay Mehta, Managing Director of Warner Music India, said: “It’s a big positive takeaway for us that many big US labels are now interested in signing South Asian artists.”

For UMG, the latest partnership marks the latest in a series of strategic deals involving South Asian partners and talents. In March, UMG formed an exclusive partnership with Albuquerque Records, an independent record label recently launched by Indian singer-composer Anirudh Ravichander.

In January, UMG acquired a 30% stake in Bollywood production house Excel Entertainment in January in a deal that values the company at approximately $267 million.

Other India-focused deals made by UMG over the recent years include launching a new label called Pentertainment 0075 in partnership with superstar India-based rapper Badshah; striking a strategic partnership with Hindi film production studio Maddock Films and its newly formed music label Mad For Mussic; signing a strategic partnership with India-based talent agency REPRESENT to help introduce Indian music culture to global audiences; and launching label VYRL Punjabi in association with music composer Jatinder Shah. Universal Music India and Capitol Records also teamed up in 2021 on Jason Derulo’s rework of Tesher’s global hit, Jalebi Baby, which was released in 2020.

In 2024, UMG acquired the entire catalog of UK-based South Asian music label Oriental Star Agencies (OSA Ltd.). The deal includes all of the label’s recordings, as well as publishing rights “where held.”

OSA was founded in 1966 by Muhammad Ayyub and his brothers, who had migrated from Pakistan to the UK’s West Midlands in 1961. The business began by importing records from India and Pakistan to the Birmingham area, which at that time was seeing a large number of South Asian settlers who had little in the way of South Asian entertainment in the area.

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