Archive · 24 Dec 2025
India's Music Labels Expand Beyond Songs
Music companies in India are doing more than just selling songs.
They are now helping artists with everything from concerts to brand deals.
This way, they can make more money and help artists grow.
For example, Universal Music Group is working with companies like REPRESENT to manage artists like Arijit Singh.
They also help with live shows and other ways to make money.
However, some people worry that this might limit artists' creativity and opportunities.
Still, many artists benefit from this support, especially with the growing popularity of independent music in India.
Music labels in India are expanding beyond traditional rights ownership to manage and represent artists, especially in the independent, non-film scene.
Labels are facilitating fan interactions, negotiating brand tie-ups, live shows, and collaborations to maximize revenue across the full creative lifecycle.
Universal Music Group India has partnered with REPRESENT and acquired a majority stake in TM Ventures to manage artists like Arijit Singh and Anuv Jain.
Independent music now accounts for 35–40% of India’s new releases, prompting labels to strengthen artist management capabilities.
While this model offers significant benefits, some industry experts caution about potential challenges such as creative limitation and marketing issues.
- Who
- Music labels like Saregama and Universal Music Group, along with artists such as Arijit Singh and Anuv Jain
- What
- Expansion of music labels into artist management, including brand tie-ups, live shows, and revenue streams
- When
- Currently, as part of a strategic shift in the music industry
- Where
- India, focusing on the growing independent, non-film music scene
- Why
- To secure steady content pipelines, maximize revenue, and monetize fan bases more deeply
- Key Players
- Saregama, Universal Music Group, TM Ventures, REPRESENT, Divo, Believe India, Hoopr
- Artist Management Strategy
- 360-degree approach including brand exposure, merchandise, live shows, IPs, and revenue streams
- Independent Music Growth
- 35–40% of India’s new releases
- Brand Collaborations Growth
- 15–20% annually
- Notable Artists
- Arijit Singh, Badshah, Sunidhi Chauhan, Faheem Abdullah, Asees Kaur, Anuv Jain
- Revenue Streams
- Streaming, live performances, brand deals, sync licensing, OTT platforms, sponsored content
- Challenges with Exclusivity
- Creative limitation, marketing challenges, business extraction issues