Universal Music India Partners With Bollywood Hitmaker Maddock Films for New Label ‘Mad for Mussic’- Global Bulletin

MUSICAL MADDOCK

Universal Music India has inked a strategic partnership with prolific Bollywood film production studio Maddock Films and its newly formed music label Mad For Mussic, led by founder Dinesh Vijan. The deal positions UMI as the global strategic partner for future film soundtracks from the horror-comedy specialist behind hits including “Stree,” “Bhediya,” and “Munjya.”

The partnership deepens UMI’s presence in local film music – India’s largest music category – while leveraging UMG’s global network for international opportunities. Maddock’s recent successes include hit single “Pardesiya” from “Param Sundari” and “Stree 2” and “Chhaava,” which are among the highest-grossing Hindi-language films of all time.

“This landmark partnership signals a crucial step forward for our India business,” said Adam Granite, UMG’s CEO Africa, Middle East, and Asia. Vijan emphasized music’s central role in his “content-first” approach, calling UMG “a perfect partner” as Maddock enters its next growth phase developing sought-after franchises.

In 2024, Sony Music Entertainment India had inked a strategic deal with Maddock and the deal covered the films “Chhava” and “Ikkis,” amongst many others.

POWER PLAY

Indian AVOD streamer Amazon MX Player‘s new reality series “Rise & Fall” launches Sept. 6, featuring 16 celebrity contestants divided between luxury penthouse “Rulers” and basement-dwelling “Workers.” Former Shark Tank India judge Ashneer Grover makes his hosting debut on the 42-day unscripted format, licensed from Studio Lambert‘s U.K. original through All3Media International.

The cast includes Arjun Bijlani, Dhanashree Verma, Kubbra Sait, and Kiku Sharda from diverse backgrounds spanning Bollywood, music, politics, entrepreneurship, and social media. Produced by Banijay Asia, the show streams on Amazon’s free service with the tagline “16 contestants. Two worlds. One ultimate power struggle.”

“The show is a powerful social experiment that mirrors the real-world stark contrast between the powerful and powerless,” said Amogh Dusad, head of content, Amazon MX Player.