Virgin Music UK inks global distribution deal with Modern Sky UK – Music Business Worldwide

Virgin Music UK has struck a global sales and distribution deal with Liverpool-based label Modern Sky UK.

In a string of announcements for Virgin Music UK in the last year, the deal follows a global partnership with Australia’s Mushroom Group in 2022, as well as the launch of Parachute, a new distribution and artist services arm for dance and electronic artists. 

The press release announcing the deal notes that Modern Sky UK has celebrated multiple UK charting albums and tens of millions of streams across its roster of artists.

The label also debuted releases from Crawlers and The Lathums and continues to manage both bands.  Modern Sky Entertainment launched its management division in the UK in March 2020

Describing Modern Sky UK as “a northern powerhouse”, Virgin Music UK notes that the company champions talent from the north of England and Scotland.

Founded by LiHui Shen in 1997, Modern Sky Entertainment operates across records, publishing, live and video.

It is one of the largest independent record labels in China, as well as being promoter of music festivals in the territory under the banner of Strawberry Festivals and MDSK.

In 2016, Modern Sky inked a long-term, strategic equity partner deal with Sound City, the company, founded by Dave Pichilingi, behind music conference and showcase festivals such as Liverpool Sound City, New York Sound City and, most recently, Sound City Korea.

LiHui Shen and Pichilingi launched Modern Sky UK as part of this global deal and partnership.

As well as organising new music festival Liverpool Sound City,  Modern Sky UK is home to artists including Jamie Webster, Leah Weller, Red Rum Club and Mick Head, as well as The Coral, Rianne Downey and The Royston Club via its Run On Records imprint.

In August 2019, Dave Pichilingi added to his role at Modern Sky Entertainment to head up the company’s US operation alongside the UK office.

Worry, the new single by The Lottery Winners, was released on January 12 and debuted as the first release of the deal between Virgin and Modern Sky.

“We’re delighted to sign this deal with Virgin Music UK, providing a global team who closely align with our values and ambition.”

David Pichilingi, CEO Modern Sky

Commenting on the deal with Virgin Music UK, David Pichilingi, CEO Modern Sky UK and North America, said: “As a champion for talent from the north of England and Scottish music scenes, we’re extremely proud of all we’ve achieved up to now.

“We’re delighted to sign this deal with Virgin Music UK, providing a global team who closely align with our values and ambition.

“This deal will allow us to work more effectively globally and we are excited at the prospect of sending Modern Sky to new heights in 2023 alongside our friends and partners at Virgin Music.”

“The team are truly dedicated to unearthing the very best new talent in Scotland and the north of England, and simultaneously bring out the ingenuity of their more established acts.

Vanessa Bosåen, Virgin Music Label & Artist Services UK

Vanessa Bosåen, President, Virgin Music Label & Artist Services UK, added: “I’ve been blown away by the culture Modern Sky have built around their artists.

“The team are truly dedicated to unearthing the very best new talent in Scotland and the north of England, and simultaneously bring out the ingenuity of their more established acts.

“And they have a great laugh while doing it! We just had to get involved, and together with our global team at Virgin Music Group we can’t wait to take these artists to the next level.”

Music Business Worldwide