Universal Music Group and Excel Entertainment Announce Strategic Collaboration

POSTED BY:- Poonam S. Juthani
DT:-05/01/2026
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In a landmark moment for India’s entertainment landscape, Universal Music Group (UMG) and Excel Entertainment came together to announce a strategic collaboration that promises to reshape the future of music, content creation, and global cultural exchange. The press conference, attended by key dignitaries and industry leaders, marked the beginning of a partnership that blends global scale with local creative excellence.

The announcement was made in the presence of Shri Devendra Fadnavis, Hon’ble Chief Minister of Maharashtra, whose support for the creative industries has been instrumental in fostering innovation and investment in the state. Joining him were Ritesh Sidhwani and Farhan Akhtar, co-founders of Excel Entertainment, along with Adam Granite, Chief Executive Officer for Africa, Middle East & Asia at Universal Music Group, and Devraj Sanyal, Chairman & CEO, India SA and SVP Strategy, Africa, Middle East & Asia, Universal Music Group.

A Vision for Global Collaboration

The partnership between Universal Music Group and Excel Entertainment is rooted in a shared vision: to elevate Indian music and storytelling to global platforms while nurturing local talent and cultural authenticity. With UMG’s expansive global network and Excel’s legacy of cinematic excellence, the collaboration is set to unlock new opportunities for artists, producers, and audiences alike.

Speaking at the event, Adam Granite emphasized the importance of India as a cultural powerhouse. “India’s creative energy is unmatched. Through this partnership, we aim to amplify voices that deserve global recognition and build bridges between markets, genres, and audiences.”

Devraj Sanyal added, “This is not just a business alliance—it’s a cultural movement. We are here to invest in India’s music ecosystem, empower creators, and bring the richness of Indian sound to the world stage.”

Excel Entertainment’s Expanding Horizon

Excel Entertainment, known for its pioneering work in Indian cinema and digital storytelling, brings a wealth of creative expertise to the partnership. With a portfolio that includes critically acclaimed films and successful OTT ventures, Excel has consistently pushed boundaries in narrative innovation and production quality.

Farhan Akhtar, addressing the media, spoke about the evolving nature of entertainment. “Music and film have always been intertwined. With this collaboration, we’re exploring new formats, new voices, and new ways to connect with audiences. It’s an exciting time for creators.”

Ritesh Sidhwani echoed the sentiment, highlighting the potential for cross-platform storytelling. “We believe in the power of collaboration. By joining forces with Universal Music Group, we’re creating a space where music and cinema can thrive together, reaching audiences across geographies.”

Government Support and Industry Impact

The presence of Shri Devendra Fadnavis underscored the government’s commitment to supporting creative industries as engines of economic growth and cultural diplomacy. In his remarks, the Chief Minister praised the initiative as a model for public-private collaboration in the arts.

“This partnership reflects the spirit of Maharashtra—innovative, inclusive, and globally connected. We welcome such initiatives that not only boost our creative economy but also showcase our talent to the world,” he said.

Industry observers noted that the collaboration could have a transformative impact on India’s music and entertainment sectors, encouraging investment, job creation, and international partnerships.

Strategic Goals and Future Plans

The alliance between Universal Music Group and Excel Entertainment will focus on several key areas:

• Artist Development: Identifying and nurturing emerging talent across genres and regions.
• Content Creation: Producing original music, soundtracks, and cross-media projects that reflect India’s cultural diversity.
• Global Distribution: Leveraging UMG’s international platforms to bring Indian music to global audiences.
• Innovation and Technology: Exploring new formats such as immersive audio, music videos, and digital experiences.

The partnership also aims to foster educational and mentorship programs for aspiring musicians and producers, ensuring that the next generation of creators has access to world-class resources and guidance.

Cultural Exchange and Global Reach

Beyond commercial goals, the collaboration is positioned as a cultural exchange initiative. By promoting Indian music globally and introducing international sounds to Indian audiences, the partnership seeks to create a dialogue that celebrates diversity and shared creativity.

Both organizations expressed their commitment to sustainability, inclusivity, and ethical practices in content creation and distribution. The alliance is expected to set new benchmarks for how entertainment companies can collaborate across borders while staying rooted in local values.

Conclusion

The press conference announcing the collaboration between Universal Music Group and Excel Entertainment marked a defining moment for India’s entertainment industry. With the support of government leadership, the vision of creative pioneers, and the strength of global infrastructure, the partnership is poised to usher in a new era of music, storytelling, and cultural innovation.

As India continues to rise as a global creative hub, initiatives like this serve as powerful reminders of the country’s potential to lead, inspire, and connect through the universal language of music and film.