Ananya Birla collaborates with Offset, inks deal with global music juggernaut BMG

Mumbai, 9^th February 2024: Multi-platinum singer-songwriter and businessperson Ananya Birla has inked a brand-new record deal with 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 is available on all streaming platforms from today alongside an animated video.

Stream the song here:

Featuring an impressive guest appearance from the 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. 

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.”

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.”

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.”

About Ananya Birla

Ananya Birla is a platinum selling artist and businesswoman. She started Svatantra Microfin, the youngest and fastest growing microfinance company in India, at the age of 17. In one of the largest deals in the industry, Ananya Birla’s Svatantra has acquired Chaitanya India Fin Credit, making Svatantra the second largest microfinance organization in the industry. With a team strength of over 16000 and an AUM of over 13000 Cr, Svatantra is financing the entrepreneurs who are powering India’s growth story.  Svatantra has been a first mover and shaper of the industry by being the first end-to-end cashless organization, and also the first to roll out an extensive customer facing app that is conducive to client social behaviours. The AA- graded organization (highest rating in the sector) was awarded the best microfinance organisation of the year and has been placed in the top 25 best places to work in its segment by globally recognized Great Places To Work 2020. In addition, Svatantra MHFC, her micro housing arm, is the only housing institution to focus on the EWS/LIG segment, and to have a completely branchless model.

In addition, Svatantra MHFC, her micro housing arm, is the only housing institution to focus on the EWS/LIG segment, and to have a completely branchless model. With a GLP of a billion dollars USD, the Svatantra family is 6500 strong.

Ananya’s fuelling passion for design, along with her vision to elevate Indian crafts and art communities, has given birth to her venture Ikai Asai and what it stands for today. Ikai Asai brings a global contemporary language to Indian crafts, making them a fit for the contemporary twenty first century household through bespoke creations.

An alumnus of Oxford University, she is also the founder of Ananya Birla Foundation which promotes global understanding and supports programs that build a kinder, happier, equal, stigma free world, where no conversation is taboo and all people are connected to the support, they need to lead a fulfilling life. Earlier in May 2020, the Foundation made its first grant to Save The Children India targeting 1 lac individuals, and is currently doing pioneering work in research and intervention designs for mental health in rural India.  An ardent advocate for mental health, Ananya is also a National Alliance On Mental Illness (NAMI) ambassador.

With over 500 million streams, she is also India’s biggest selling English language global popstar, and has scaled the charts at home in India as well as overseas. With three back-to-back double platinum selling singles and two platinum selling singles, Ananya is unstoppable. The MTV EMA nominee, began her musical journey at the age of 9 with the santoor, an Indian instrument.  Since becoming India’s only English-language singer to earn multiple platinum certifications, Ananya has performed at major festivals such as Global Citizen, Oktoberfest and Sunburn, and opened for global acts including Wiz Khalifa and Coldplay. Her independently released singles have seen her collaborate with A.R. Rahman for the official Team India Olympic cheer song, landed her on New Music Friday USA, and made her the only Indian to be named as Sirius Hits Artists To Watch Out For among others.

She represents the fifth generation of the Birla family and has been inducted recently as a director on the board of Aditya Birla Management Corporation, Aditya Birla Fashion and Retail Ltd (ABFRL), Grasim Industries.

About BMG

BMG – est. 2008 – is the world’s fourth-biggest music company, as per the information shared by the music company, the first new global player in the music business of the streaming age, and a record label and music publisher in one. Named in 2020 one of the world’s Most Innovative Companies by Fast Company, BMG’s pitch is unique – a relentless focus on fairness and transparency and service to its artist and songwriter clients. BMG’s 22 offices across 13 core music markets now represent over three million songs and recordings, including many of the most renowned and successful catalogs in popular music history. BMG is owned by international media, services and education company Bertelsmann, whose other content businesses include the entertainment company RTL Group and the trade book publisher Penguin Random House. With its multi-platform perspective, integrated technology platform and commitment to help artists maximize their income, BMG aims to be the best company in music to do business with. www.bmg.com