Mumbai: Universal Music Group (UMG) has joined forces with Eros International to launch a joint-venture artist-management agency to groom and promote Indian pop talent locally and globally.

The agreement was announced by Eros International chairman and CEO Kishore Lulla, and Universal Music Asia Pacific Region president and Universal Music Group International (UMGI) executive vice president Max Hole.

The joint venture was officiated with a contractual signing on 18 November, and came into immediate effect. Universal Music India managing director Rajat Kakar has been appointed the inaugural chairman of the JV. Eros International India president Sunil Lulla and Eros International Group COO Jyoti Deshpande are on the JV’s Board of Directors. The launch phase will focus on marketing and promotional initiatives for new, undiscovered pop acts from around India. This agreement is the first of its kind for UMG in both India and the South East Asia region.

Universal Music Group’s company in India is headquartered in Mumbai. The partnership with Eros will ensure that fresh new artists will be signed and promoted throughout the country as well as internationally. With access to UMG’s artist-management expertise, they will also be provided with exciting opportunities to develop their talent and be exposed to new, wide-reaching promotional avenues.

Hole said, "Eros is an incredibly exciting and ambitious company. Combining the creative ideas and marketing skills of Eros and Universal Music will certainly give a huge boost to Indian music and artist development."

Added Lulla, "Music and films are naturally intertwined, so the synergy is unmistakable. As we continue to expand our film slate, we are constantly searching for new talent. Our tie-up with Universal, and their expertise in pop music talent management, is perfectly complimentary with Eros’ ability to offer a credible platform for such talent through its films or worldwide distribution network. The possibilities for Indian and international collaborations are very exciting."

Kakar commented, "Indian music today is at a very interesting juncture, influenced by global trends and distributed via new avenues. We are excited at the prospect of pioneering India’s first-ever 360° talent management entity aimed at creating musical icons that appeal to millions of Indians, with the potential of appealing to global audiences as well."