Virgin Music Group & V Creations partner to expand the reach of iconic regional soundtracks

Partnership will expand opportunities for Indian regional soundtracks  

Mumbai, 29^th March 2025: Virgin Music Group (VMG), one of the world’s leading partner to independent artists, labels, and entrepreneurs, has announced a strategic partnership with V Creations, a powerhouse in South Indian cinema with over three decades of experience. This collaboration will leverage Virgin Music Group’s extensive global distribution network to expand the reach of V Creations’ vast music catalogue, which includes some of regional cinema’s most iconic film soundtracks from across India and South Asia.    

With an impressive legacy of over 40 critically acclaimed and commercially successful films, V Creations has played a pivotal role in shaping South-Indian cinema. The production house also boasts a strong digital presence and loyal fanbase.

Amit Sharma, Country Manager for India and South Asia at Virgin Music Group, said, “We are thrilled to work with V Creations, a driving force in the South Indian cinema industry.  This collaboration demonstrates our ongoing commitment of expanding our reach and enabling well-known songs to reach newer audiences around the world.  We intend to spread the iconic songs of regional Indian cinema and music to diverse enthusiasts across the globe, and raise greater awareness for the genre. At Virgin Music Group, we are committed to providing infrastructure, expertise, and cutting-edge services, as well as working with organizations such as V Creations to help them expand their global reach and thrive in today’s dynamic music industry.”  

V Creations is currently celebrating the 20th anniversary of the cult classic ‘Sachien’ and is set to re-release the film this summer. Starring Vijay, Genelia D’Souza, Bipasha Basu, and Vadivelu, the film remains beloved by fans, thanks in part to its timeless music composed by the legendary Devi Sri Prasad (DSP). In line with the 20-year celebrations, V Creations and VMG have released HD versions of Sachien’s video songs – ‘Kanmoodi Thirakumbothu’ and ‘Vaadi Vaadi.’ Performed by actor Vijay himself, these songs continue to trend on YouTube Music, two decades after their release, underscoring the enduring appeal of its impact on regional music culture.  

Kalaippuli S. Thanu from V Creations said, “Our collaboration with Virgin Music Group is a major step toward introducing regional music and artists to a worldwide audience. We are providing our catalogue music unparalleled visibility via Virgin Music Group’s extensive network, which will help us enter new markets and capitalize on new growth opportunities. We are especially thrilled to introduce the world to the rich musical heritage of our movies.”  

In addition, VMG will collaborate with Kalaipuli International Audios, which owns the rights to nearly all of V Creations’ film soundtracks to distribute their content globally, which will further enable these enduring songs to reach larger and more diverse audiences across the globe.  By combining V Creations and Kalaipuli International Audios’ deep-rooted expertise in regional cinema with VMG’s cutting-edge distribution capabilities and global reach, this collaboration will drive regional Indian music consumption and expand its global footprint.