Universal Music India Strikes Landmark Partnership with Maddock Films’ New Label, Mad For Mussic
Universal Music India (UMI) is doubling down on its commitment to Indian film music with a bold new move: a strategic partnership with Maddock Films and its freshly minted label, Mad For Mussic. The deal, led by Maddock’s founder Dinesh Vijan, positions UMI as the global strategic partner for all future soundtracks and related ventures under the Maddock banner.
For Universal, the timing couldn’t be sharper. Film music remains India’s largest and most influential music category, and with Maddock Films at the helm of some of Bollywood’s most memorable franchises, this alliance is set to redefine how Hindi cinema soundtracks travel the world. Through UMG’s far-reaching international network, Mad For Mussic’s catalog will not only reach local audiences but also find new resonance across borders.
“Dinesh Vijan is not just a Hindi film industry veteran, he is a first-class storyteller with an unparalleled ear for music,” said Adam Granite, CEO of Africa, Middle East, and Asia at UMG. “This landmark partnership with Maddock Films signals a crucial step forward for our India business, bringing even more incredible Hindi music to audiences the world over.”
Maddock Films: From Hor-Coms to Hit Soundtracks
Under Dinesh Vijan’s leadership, Maddock Films has carved out a reputation as an innovator in Bollywood. Best known for creating the Hor-com (horror-comedy) genre with cult hits like Stree, Bhediya, Munjya and the upcoming Thama, the studio has consistently paired compelling storytelling with unforgettable music. Recent releases like Pardesiya from Param Sundari underline Maddock’s ability to turn songs into cultural milestones—racking up more than 50 million YouTube views within weeks of release.
“Music is – and has always been – one of the central pillars of my films,” said Vijan. “Our cinema comes from the real India—small towns with stories that ripple into the biggest cities and beyond. UMG is a perfect partner for our ambitions, as we develop sought-after franchises and create new genres.”
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Universal’s Renewed Push Into Film Music
For UMI, this deal represents more than just an expansion—it’s a re-entry into Bollywood’s vibrant soundtrack ecosystem. The label has a storied history in Indian film music, having worked on classics like Sholay, Deewar, Yeh Jawaani Hai Deewani, Devdas, and Bombay. With this new alliance, UMI is poised to bridge legacy with innovation, re-establishing its footprint in the industry while embracing the sound of a new generation.
“This is the perfect time and the perfect partner for us to re-enter the Indian film music space,” said Devraj Sanyal, Chairman & CEO, India & South Asia; SVP Strategy, Africa, Middle East & Asia, UMI. “We’ve successfully made iPop and desi hip hop culturally relevant and globally resonant. Now, it’s time to give that same love and respect to film music. With Dinesh and Maddock, we couldn’t have hoped for a better partner.”
Global Ambitions, Local Roots
Sanujeet Bhujabal, recently appointed Managing Director of UMI, summed up the significance of the deal: “The strategic alliance between the creative prowess of Maddock Films and the global reach of Universal Music Group will bring the essence of Indian culture and context to a global audience. Movies and their music are the central pillars of India’s fast-growing music market, and this partnership ensures UMI is at the forefront of that growth.”
This announcement follows a string of UMI’s strategic expansions in India, including its 2023 partnership with talent agency REPRESENT to take Indian music culture global. With Maddock Films now in its corner, UMI has firmly positioned itself at the heart of Bollywood’s future soundtracks—a space where cultural authenticity meets global opportunity.
