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PRMD announces Universal alliance

By | Published on Thursday 2 May 2013


Universal Music has signed a worldwide licensing deal with PRMD, the new Swedish dance label set up last month by EDM talent manager Ash Pournouri.

The label will initially release music by acts managed by Pournouri, in particular that Avicii chap. The multi-territory deal will see PRMD work with Universal’s new Virgin EMI division in the UK, and in particular with Positiva, the 20 year old dance label which will now operate as an imprint of Virgin EMI.

Confirming the deal, Pournouri told CMU: “PRMD provides insight and expertise in the world of electronic music and on how to speak to that audience. The label is based at its core on modern day consumer behaviour in the digital age and contributes with an innovative approach to distribution and marketing”.

Meanwhile Universal’s SVP in the Nordic Region Per Sundin added: “Ash and Tim [Bergling, aka Avicii] and all the PRMD guys have achieved a really impressive amount for a new label. With all their great ideas and the strength and passion of Universal Music around the world behind them this is a very exciting and promising partnership”.