'India’s independent music scene is on the brink of a revolution,' says Sumedhas Rajgopal from Universal Music India

Sumedhas Rajgopal

Sumedhas Rajgopal, Head of the Independent Artist Collective at Universal Music India, shares his journey and insights into the evolving landscape of India's music industry. Since joining Universal Music India in 2019, Sumedhas has been at the forefront of driving initiatives that empower independent artists, fostering their growth from promising talents to cultural icons. In this interview, he discusses the mission behind supporting independent artists, the challenges and opportunities in the industry, and the future of independent music in India.

My journey with Universal Music India began in 2019, marking my second chapter in the music business. I initially led marketing for VYRL Originals when the label was still in its nascent but ambitious stage. Curiosity has been my driving force—I’ve always approached this role as a student eager to learn. Over the years, I’ve gained diverse experience across live events, artist management, business development, strategy, and marketing. These roles have allowed me to adapt and collaborate effectively with artists and their teams. Above all, I’m deeply grateful for the unwavering support of top management, who have consistently believed in me and encouraged me to take on bigger challenges.

Our label’s core philosophy has always been about building culture through artistry. As India’s music landscape evolves, our mission remains clear: to create artists who transcend the role of traditional music creators and become cultural icons. This vision challenges us to refine our strategies, help artists realize their ambitions, and connect them with a wider audience.

Def Jam India is more than a label—it’s about embedding Hip-Hop culture into the modern Indian fabric, drawing on its rich global legacy. Meanwhile, IndieA Records has become our platform for discovering fresh talent and nurturing the next generation of pop stars, whether they are singer-songwriters, producers, or lyricists.

This past year, we’ve witnessed inspiring success stories. Anuv Jain’s tracks Husn and Jo Tum Mere Ho topped charts globally, while Akshath’s Nadaaniyan became a viral #1 hit. Hanumankind & Kalmi’s Big Dawgs broke streaming records, becoming the most-streamed Hip-Hop song globally at one point. Witnessing these milestones has been deeply rewarding for us as a team.

The music industry is undergoing a transformative phase. Across sports, entertainment, and music, we’re witnessing a wave of new narratives driven by innovation and creativity. A new generation of young entrepreneurs and creators are pushing the boundaries of what’s possible embracing the spirit of doing things differently. Nowhere is this shift more evident than in the independent music scene, where singer-songwriters are continuously reshaping genres, creating fresh sounds, and building vibrant communities around their artistry. This evolution has prompted us to re-imagine our business strategy, our team structure, and the services we offer to artists.

We’ve come to realise that our role goes beyond traditional responsibilities. We’re here to partner with artists and their teams to build them into fully realised brands, always keeping in mind that at the heart of it all is a unique individual with a compelling story who we are focussing on. It’s about fostering these personal connections and amplifying their narratives through their art. To do this, we’ve assembled dedicated teams focused across Data, Fandom, Merchandise, On-Ground Events, and Content Creation, all while collaborating closely with Digital, Radio, and TV platforms. This integrated approach ensures that we keep artists engaged with their fans in meaningful ways. In today’s fast-paced landscape, moments of opportunity can arise from anywhere. By being a hands-on team around the artist, we’re able to stay agile and ready to dive into new challenges and innovative ideas.

Our Artist and Repertoire (A&R) teams are always scouting new talent and listening to fresh demos. Through our collaborative, cross-department approach, we can identify promising artists and pitch creative ideas that help build strong, lasting relationships with them and their teams. By signing them to the Universal Music Group family, we ensure they receive the right exposure and access to our skilled teams across various departments. This integrated approach allows us to stay closely connected with artists, sharing ideas, executing strategies, and continually assessing what resonates with them and their fans. Our real-time, collaborative model helps us nurture each artist’s vision while exploring new, innovative ideas. Various verticals within the company work directly with artists to share knowledge, insights, and key findings—equipping them with the tools and information they need to succeed. Additionally, we also strive to curate collaborative opportunities between artists and producers, so they are able to explore new sonic ideas.

The music industry is rapidly evolving, with the internet and short-form video platforms playing a pivotal role in a song’s success. We are noticing multiple viral moments can quickly propel a song, sustaining that momentum is increasingly challenging, especially with the sheer volume of new releases competing for attention. To navigate this, we focus on the fundamentals and work to create a solid ecosystem around each artist. We set short-term goals aligned with their long-term vision and regularly review progress to ensure we’re on the right path.

On the music side, we have been prioritising writing camps across all labels and artists, bringing together domestic and international artists to collaborate, jam, and stay inspired. We also pay close attention to fandom—finding innovative ways to keep fans connected to artists. From listening parties and exclusive group sessions to intimate dinners, we’re constantly exploring new ideas to bridge the gap between artists and their fanbase.

Undoubtedly, Hanumankind and Kalmi’s "Big Dawgs" has been a standout and inspiring story. Sooraj and his team— Kalmi, Rohan, Abhi and Bijoy —have always pushed creative boundaries. We knew it was important to give them the space and support to tell their story in their own unique way. While we were confident that HMK’s music would cross borders, seeing this song take over globally was both overwhelming and deeply gratifying. It’s not just "Big Dawgs"— but every song, music video & show they’ve worked on that reflects their relentless commitment to art and culture and give fans a lasting experience. Their ability to blend these elements with a unique delivery style has truly set them apart.

This journey is inspiring not just for them, but for other artists who, like HMK, have been tirelessly perfecting their craft, waiting for their moment. Their story proves that persistence can open doors to incredible opportunities. Alongside HMK, artists like Anuv and Akshath have also had breakthrough moments this year. By staying true to the basics, focusing on their core artistic identity, and maintaining authenticity, they’ve attracted loyal fanbases who support their vision.

We partnered with REPRESENT to expand our core vision of developing unique artist stories and driving the global growth of Indian music. This strategic collaboration combines UMG’s Domestic and Global expertise and reach with REPRESENT’s exceptional roster, which includes top Indian artists like Anuv Jain, MC Stan, Zaeden, Lost Stories, Yashraj, and more.

Our focus is on artist development, fan engagement, and introducing Indian music to a global audience, always keeping the artist’s vision at the centre. REPRESENT has a proven track record of innovating in talent management and shaping pop culture through music and entertainment. This partnership aligns perfectly with both our goals—creating new opportunities, fostering innovation, and building a thriving ecosystem for artists to grow both domestically and internationally.

Our focus remains the same: sticking to the basics and continuing the work we’ve started with all our artists and their teams. Our goal is to be the best home for emerging talent and new sounds, while fostering meaningful connections between artists and their fans. We’re especially excited about upcoming releases from some of our youngest and most vibrant artists on IndieA Records, including Aanchal Tyagi, Akshath Acharya, Aditya Rikhari, and Ronit Vinta. Under Def Jam India, we have exciting new music lined up from HMK, Raga, Chaar Diwaari, Tricksingh, and several other acts we’ll be announcing in the coming year apart from our superstar releases with Badshah and AP Dhillon.

We’re committed to fostering deeper artist-fan connections while amplifying innovative voices in the Indian music space.

India’s independent music scene is on the brink of a revolution. In the next decade, we expect artists to rise to superstardom by creating music that becomes an integral part of cultural identities.

At UMG, we see ourselves as more than just music producers—we are part of a revolution. A revolution driven by individuality, deep fan engagement, and cultural transformation. We’re proud to be the home where future superstars are made and where new cultural movements are born, nurturing both our strong catalogue and the next generation of music.