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The major label bought the Mumbai folk-electronic duo’s 34-song discography, including songs like “Kaise” and “Huzur” from the label Alfa Records for an undisclosed amount
Rusha & Blizza at the Universal Music India office. Photo: Courtesy of Alfa Records
Folk-electronic duo Rusha & Blizza and their label Alfa Records have sold their song catalog to major label Universal Music India this March.
Comprising Paurush Kumar aka Rusha and Aman Khare aka Blizza, the duo first shot to fame with slickly produced club bangers like “Courage” in 2021 and broke through in the streaming era with songs like “Aja Sawariya” with producer Gurbax and singer-composer Rashmeet Kaur, plus “Dilbar” with fellow duo Tech Panda x Kenzani in 2023. With several EPs that year – Sutra, Bazaar, Mudra, Mudra 2 and Better Future Frequencies – Rusha & Blizza successfully converted their streaming audiences into club-going attendees.
Alfa Records’ Sarthak Kush hails the catalog buyout deal as a “significant milestone for Indian music” and says it’s the first time that an Indian electronic artist’s catalog has been bought out. While the sum agreed upon in the buyout remains undisclosed, the parties are happy to talk about what this deal means for music in India.
Kush says in a statement, “I believed in Rusha & Blizza’s vision and their music from the start. This deal with Universal Music India is a testament to the power of consistency and discipline. It’s not just a win for Alfa Records and Rusha & Blizza, but a turning point for Indian electronic music producers. This partnership opens doors for a future filled with innovation and exciting possibilities. We’re only seeing the beginning of a vibrant new era where independent Indian electronic music producers thrives alongside established labels.”
Universal Music India’s head of Independent Artist Collective Sumedhas Rajgopal, added in his statement, “We are thrilled to welcome Rusha & Blizza to the Universal Music India family. We’re eagerly looking forward to collaborating with them on their existing catalog and on their new releases.” The duo recently released the single “Jahh” in April and “Gal Mukdi” with singer-composer Mitika Kanwar in January this year. Rajgopal adds, “The duo’s distinctive electronic sound adds an edgy and captivating dimension to their music. They have an innovative approach to incorporating folk influences and collaborating with diverse artists, which breathes new life into electronic music & helps present it in a fresh and exciting way to fans.”
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