Leading Serbian Hip-Hop label Balkaton joins forces with Universal Music Serbia/Virgin Music Label & Artist Services for global strategic distribution partnership

12 July 2021 - Press release

Universal Music Serbia and Virgin Music Label & Artist Services announced today, the beginning of a strategic global distribution partnership with one of Serbia's most important and popular Hip-Hop labels - Balkaton. The Belgrade based label was launched in 2015 by its founder – Rasta, and has quickly emerged as one of the most influential entities in the rapidly growing Balkan Hip-Hop, R&B and Trap scenes, having amassed over 1 billion streams in less than five years.

Home to the Balkan's superstar Rasta, Alen Sakić, Link and other well-known regional names, as well as emerging stars including Riga Dri, Tyzee, Sanela and others - Balkaton is more than a business, it's a family – the Balkaton Gang. The label stands strongly behind the authenticity, vision, artistry and stories of their artists, and now with the support ofUniversal Music Serbia, and its Virgin Music Label & Artist Services division will have the infrastructure to expand its brand and maximise the reach and impact of its artists and releases locally, regionally and globally.

Balkaton, has demonstrated a deep understanding of the streaming and music distribution landscape, as well as the importance of building a strong and active community amongst fans. Since it was established, Balkaton has built a reputation for developing domestic stars and crafting undeniable hits that have shifted the Balkan music culture and amazed thousands of fans throughout the region and in the diaspora. Balkaton's innate ability to identify and produce hits, comes as the perfect match to Virgin Music Label & Artist Services' digital distribution and strategic consulting expertise, as well as its efforts to deliver premium artist and label services to the industry's most dynamic entrepreneurs and talents.

In making the announcement Universal Music Serbia's General Manager, Ilija Milosevic said, "The entire team at Universal Music, whether in Serbia, across the region amd internationally is very excited about working together with Balkaton. This partnership comes at a time when all key digital services in the region are now fully available and our market is finally ready to show its full potential and follow all current trends in this ever-innovative industry. Therefore, Balkaton being the initiator and an absolute leader of creative development within the entire Western Balkans region, is our ideal partner to start this great change together." 

Founder and CEO of Balkaton, Stefan Djuric Rasta said, "I am very glad we started this strategic partnership at a crucial moment for Balkaton, since after this difficult period that got us all, we are coming back stronger than ever and preparing many new projects, tracks, albums and bangers that we want to present globally, and not just in the Balkans region. I think that this type of collaboration will definitely set another level on the Balkan music scene and set a milestone in its history."

Fabian Stilke, General Manager, Western Balkans added, "We are thrilled to partner with Balkaton. We are passionate about their artists and repertoire and can't wait to start working their catalogue and upcoming releases. Balkaton will continue to develop their artists and marketing campaigns, but will receive strong strategic consulting and access to a global network through Virgin Music Label & Artist Services, providing a regional and global infrastructure of support for their artists to grow."

Virgin Music Label & Artist Services was launched to provide artists global solutions, with fully staffed operations already established in the world's top music markets including; the U.S., Japan, U.K., Germany & Central Europe, France, Australia and across Latin America, with more to launch in the coming months.

The new partnership kicks off with the launch of a completely new Balkaton star – Kali, whose debut single 'Crna Magija' was released last Friday. 'Aman' Rasta`s collaboration with Voyage out is released today, with his long-awaited new album from Rasta expected soon.

Following the spirit of this important partnership, all new Balkaton Complete playlist is now available for your listening pleasure: https://Balkaton.lnk.to/BalkatonPL