India, 10th February 2024- Multi-platinum singer-songwriter and businessperson Ananya Birla has inked a brand-new record deal with world’s fourth largest global music company BMG. This announcement arrives at a time when it is widely reported that India is about to become the world’s biggest streaming market by volume this year.
As part of this major signing, Ananya Birla is premiering her first global crossover single of 2024 titled ‘Cuffed’ (Jo Tha Mila)’ that arrives on all streaming platforms today alongside an animated video.
Featuring an impressive guest appearance from the superstar American rapper Offset, the brand-new single not only noteworthily marks the 32-year-old rapper’s debut collaboration with an artist of Indian origin but also establishes his first female-led collaboration post ‘Freaky’ featuring Cardi B.
The feel-good pop earworm which also enlists Harjaas Harjayi and Saurabh Lokhande on writing credits, is being touted as ‘the first Hindi pop-meets American-hip hop collaboration’. Ananya’s hypnotic vocals and Offset’s fiery verses intertwine with pulsating beats, to present a rhythmic offering that is sure to resonate with listeners who have been in love with a version of someone that doesn’t exist anymore.
Ahead of his upcoming US tour, Offset says, “I’ve always been intrigued by India, the people, the music and the culture. I’m pumped to kickstart a relationship with India with this collaboration with Ananya. Sending a big shoutout to all my Indian fans.”
Ananya Birla shares, “BMG’s trust in my craft, coupled with Offset joining forces on the track, highlights their dedication in spotlighting Indian talent. I’m extremely grateful that I can continue to be a small part of propelling the South Asian narrative and fostering cross cultural collaborative exchanges. In BMG I have truly found an international partner who understands me as an artist and doesn’t want me to be anything other than who I am. It was an absolute pleasure to team up with Offset. I hope you enjoy the song.”
With this long-term partnership that includes licensing, marketing and distribution, Ananya becomes the very first Indian-origin female artist to join a decade-old iconic conglomerate that enjoys a recordings catalogue of artists such as Jennifer Lopez, Kylie Minogue, Black Sabbath, 5 Seconds Of Summer, Iron Maiden, Rita Ora, Louis Tomlinson amongst others. BMG’s recorded music business has tripled its’ revenues over the past eight years.
Elaborating further Brandon Riester, VP, A&R BMG adds, “When collaborating with an artist, it is crucial for me to adopt a global perspective. Ananya’s remarkable artistry, exceptional musicality, and visionary approach perfectly align with BMG’s mission to make inroads into the rapidly expanding streaming market in India.”