Universal Music India (UMI) has forged a groundbreaking strategic partnership with Maddock Films and its newly established music label Mad For Mussic, positioning itself to dominate India’s thriving film music landscape. The landmark deal establishes UMI as the global strategic partner for Maddock’s future film soundtracks and music-related business ventures, markedly deepening UMI’s footprint in India’s largest domestic music category.
Universal Music India’s pioneering alliance with Maddock Films positions the company to revolutionize India’s film music ecosystem.
The collaboration grants Maddock’s extensive music catalogue access to UMI’s global network, opening unprecedented international opportunities for Hindi film music. Maddock Films, with its impressive 20-year track record of success, has consistently integrated music as a central element in productions like “Stree,” “Bhediya,” and “Mimi.” The viral success of “Pardesiya” from “Param Sundari” across streaming platforms exemplifies Maddock’s proven ability to create music with widespread appeal. The partnership will enable both companies to leverage social media advertising to expand audience reach beyond traditional markets.
UMI brings to the partnership its rich legacy in Hindi film soundtracks, having previously worked on iconic projects including “Sholay,” “Deewar,” “Dostana,” and “Devdas.” This historical expertise, combined with Universal Music Group’s global distribution infrastructure, creates a powerful mechanism for introducing Hindi film music to international audiences at an unprecedented scale. This collaboration also offers Hindi film musicians additional sync deals opportunities through UMG’s extensive connections in TV, film, and commercials worldwide.
Adam Granite, UMG’s CEO for Africa, Middle East, and Asia, described the partnership as “a vital step for expanding UMI’s India business,” highlighting the strategic importance of this move within Universal’s global operations. Meanwhile, Dinesh Vijan, Maddock Films’ founder and a veteran of Hindi cinema, brings strong storytelling instincts and musical insight to the collaboration. The partnership aligns perfectly with Maddock’s content-first approach in filmmaking while supporting UMI’s expansion goals.
The partnership arrives at a pivotal moment for India’s music industry, with film music representing the fastest growing and largest segment of the market. Maddock’s robust creative pipeline guarantees a steady stream of new content for UMI’s distribution channels, while the deal’s structure optimizes market penetration both domestically and internationally. The Mad For Music initiative represents Maddock’s commitment to giving back to the music industry through promotion of emerging talent and innovative projects.
Industry analysts expect this alliance to influence competitive dynamics, potentially raising standards for Hindi film audio rights and reshaping how Indian film music reaches global audiences in coming years.
