News February 19, 2021

Universal Music Group renames Caroline to Virgin Music Label and Artistic Services

Universal Music Group renames Caroline to Virgin Music Label and Artistic Services

Universal Music has renamed its subsidiary Caroline to Music Label and Artistic Services overseas.

The rebranding is effective immediately, with a statement from Universal saying the move will revitalise the Virgin Music brand into a “powerful new global network”. On the rebranding, ’s CEO Lucian Grainge said Virgin has always been associated with “disruptive innovation, musical creativity and entrepreneurialism”.

“We are thrilled to announce the reinvigoration of this iconic music brand as a new model for global distribution and label services – combining UMG’s unrivalled regional executive teams with dedicated resources and best-in-class services and technology, to help foster long-term partnerships and deliver global success for the next generation of independent labels and artist talent,” he said.

“In total, this global launch represents an important evolution of our industry-leading strategy to be an accelerator and vital partner for the music’s best independent artists and entrepreneurs.”

Virgin Records was launched by Richard Branson in 1972 and has undergone multiple transformations since being acquired by EMI and Universal. Caroline has offices in the US, UK, France, Germany, Japan and other countries.

According to Music Business Worldwide, Virgin Music Label and Artistic Services will be a seperate operation to distribution and tech provider Ingrooves, which Universal purchased in 2019.

In Australia, Caroline’s roster includes Alex Lahey, Pond, Psychedelic Porn Crumpets, Private Function and Clowns.

TMN has contacted Australian representatives at Universal to confirm how the changes affect .

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