Virgin Music Group teams up with Jay Sean’s 3AM Entertainment to develop South Asian artists

Universal Music’s global artist services division, Virgin Music Group, has partnered with 3AM Entertainment, a new label founded by British artist Jay Sean, producer Jeremy Skaller and talent manager Jared Cotter.

3AM Entertainment will focus on developing South Asian artists across all genres, Virgin Music Group said on Thursday (March 28).

The collaboration starts with the upcoming release of heartless, a new single from Jay Sean featuring Toronto-based Punjabi hitmaker Ikky. The single is out on April 5, with a full album to follow.

Jay SeanHis career spans two decades. Virgin Music Group noted that he holds the distinction of being the first Indian and South Asian artist to reach a No. 1 on the Billboard charts, secured a Latin No. 1 and performed on Top of the Pops.

On Spotify, Sean is done 9.6 million monthly listeners, and on YouTube, his channel has 1.45 million subscribers.

Additionally, he is the first British Asian artist with a simultaneous US Billboard Top 10 hit. Sean is widely regarded as the most influential figure in Indian music globally, Virgin Music Group said.

“3AM Entertainment will focus on supporting artists from the South Asian diaspora on their journey to becoming global stars.”

Jay Sean, 3am Fun

“When I started my career 20 years ago, there was almost no representation of South Asians outside of their region,” said Sean. “Today’s music business is truly global and 3AM Entertainment will focus on supporting artists from the South Asian diaspora on their journey to become global stars.

“It is my goal and dream to see our culture appreciated on major platforms and resonate with global audiences in the same way that Latin music, K-pop and Afrobeat have found audiences outside of their native culture. Virgin Music Group, with its strong global footprint and team of experts around the world, is a perfect partner to join us in this mission.”

Jeremy Schaller, Co-President of 3AM Entertainment, will lead the global strategy. Skaller, known for his label Heavy groupboasts a remarkable career 75 million records sold through his work as a producer, writer, manager, publisher and remixer.

“The challenges and cultural barriers that Jay Sean faced as he became the first Indian world music star left an indelible impression on me,” Skaller said.

“We will use all the powerful services that Range [Media Partner] has to offer, to shine more light on the artists of 3AM Entertainment.”

Jared Cotter3:00 Entertainment and Range Media Partners

“It has been and will continue to be a great privilege to help knock down doors that should not stand and shine a light on artistic greatness, regardless of an artist’s cultural background. The creation of this label is an important moment in the ascent of South Asians into popular culture, which is long overdue.”

Jared CotterCo-President of 3AM Entertainment and VP of A&R at Range Media Partners, brings further expertise to the table. Cotter’s recent successes include Paul Russell’s Top 5 radio hit Lil Boo Thang and the rise of the country music phenomenon Shabuzey. He also manages pop star Bazzi.

“While working with Jay Sean and Jeremy over the past 2 decades, I have developed a true love and appreciation for the music of the amazing and diverse South Asian diaspora,” said Cotter.

“Through many years of success with Jeremy at Heavy Group and my experience now at Range, it became clear that this was an opportunity to bring us all together to support and elevate the incredible artists from the global South Asian community. We will use all the powerful services that Range has to offer, to shine more light on the artists of 3AM Entertainment.”

“The creation of this label is an important moment in the ascent of South Asians into popular culture, which is long overdue.”

Jeremy Schaller03:00 Fun

The 3AM Entertainment team also includes other notable members. Sean’s longtime manager, dried Nataliejoins as Chief Operations Manager. Madison Bicycle enters the role of General Director, while Mahim Sharma takes over A&R responsibilities based in New Delhi, India. Ayushman SinhaSean’s co-manager and his represent team will contribute their expertise in A&R and strategy from their base in Mumbai.

Nat Pastor, co-CEO of Virgin Music Group, said: “No single artist has done more to bring South Asian music and culture to a global audience than Jay Sean.”

“Jeremy and Jared have been with Jay on that journey and together the three leaders have a strong history of supporting and educating South Asian artists in their home countries and beyond.

“Through our partnership with 3AM Entertainment, we are creating a platform to increase our presence in this fast-growing market to support and expand the reach of South Asian music.”

For Virgin Music Group, the partnership expands its reach in South Asia. The company provides a dedicated team, global infrastructure and local expertise to labels and independent music artists in key music markets around the world.

In October, Virgin Music Group combined its subsidiary Virgin music (formerly known as Virgin Music Label & Artist Services) with Ingroovesa music distribution and marketing firm acquired by Universal Music Group in 2019. Ingrooves already has a presence in South Asia, expanding to India in late 2021.

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