Polydor became a popular music label in 1946, while the new Deutsche Grammophon Gesellschaft label became a classical music label in 1949. The previously used label, Grammophon, was disbanded. DGG gave, by an agreement dated 5 July 1949, an exclusive license from 1 July 1951 to use the Nipper-dog with gramophone to the original owner's company Electrola, the German branch of EMI. (In Germany, it was impossible to sell the trademark without selling the company.) Polydor remained Deutsche Grammophon's export label, including classical music, in France and the Spanish-speaking world for the remainder of the long-playing era, as a result of language and cultural concerns. DGG established a subsidiary in London called Polydor Records Ltd. in 1954.