In a digital age where consumer attention is fleeting and authenticity reigns supreme, Preeti Nayyar of Universal Music Group believes that music is no longer a supporting player in brand narratives — it’s the heartbeat of storytelling. In this wide-ranging interview with MoneyControl.com, she unpacks how Universal Music Group’s brand division is rewriting the rules of cultural marketing across India and South Asia.
From artist-first collaborations and hyper-local campaigns to the rise of long-term platforms like Hyundai Spotlight, Nayyar shares how brands can build genuine, lasting connections through music-driven narratives that are emotionally rich, culturally grounded, and creatively empowering.
In today’s landscape, how do you view the role of music in brand storytelling? Is it fair to say music has moved from being a supporting background score to a central brand identity driver?
Absolutely. New-age brand communication is all about authentic storytelling and tapping into passion points, and music lies at the very heart of both. It's no longer just a background score—it has evolved into a core element of brand identity. Music has the unique ability to evoke emotion, build deeper connections, and anchor a brand’s narrative in culture. In fact, in a world where brands are increasingly vying for attention through relevance and resonance, music is one of the most powerful cultural connectors we have today. It's fair to say that without music, no truly great story can be told.
How have consumer expectations evolved when it comes to music in advertising or branded content? Are audiences more discerning about authenticity and relevance?
Absolutely. I recently spoke about this—today’s consumers are craving exclusive experiences, a sense of belonging, and a genuine human connection. They’re not drawn to overly manufactured moments anymore. What they want is real, relatable storytelling, and music plays a vital role in delivering that. The authenticity of an artist and their music creates an irreplaceable one-to-one connection with audiences. It’s that emotional depth and relatability that make branded content resonate on a more human level. Audiences today can instantly sense what's real and what’s not—so authenticity and relevance are no longer optional, they’re expected.
How do you ensure that campaigns are not just trend-driven, but truly culture-forward? What does that balancing act between brand goals and cultural resonance look like?
At UMG for Brands, we firmly believe that the model for success is rooted in creating value—not just chasing reach or fleeting trends. While trends can offer momentary visibility, real cultural impact comes from crafting campaigns that are authentic, long-term, and emotionally resonant.
Our approach is simple but intentional: build, connect, then activate. We begin by identifying the right artist whose ethos aligns seamlessly with the brand’s values. From there, we focus on telling a story that feels genuine—not manufactured—because authenticity is what audiences connect with most. It's not about jumping on the next viral moment; it's about creating narratives that are timeless and grounded in culture.
The next layer involves ensuring that the brand promise and product are integrated in a way that feels meaningful, not forced. That could be through fan-centric initiatives, immersive IRL experiences, or digital storytelling that adds real value to the audience’s cultural journey. This delicate balance—between brand objectives and cultural relevance—is what ultimately drives both affinity and longevity. A culture-forward campaign doesn’t just live in the moment; it becomes part of a larger movement people want to be part of.
Artist empowerment is a key value at UMG. How do you ensure that an artist’s voice isn't lost in a brand’s brief? Is there a creative negotiation process that respects both sides?
At UMG for Brands, artist empowerment isn’t just a principle—it’s at the core of how we operate. We see brand-artist partnerships as truly symbiotic, where each side brings unique value to the table. As a label, we’re deeply artist-first, and in the brand world, we act as translators—decoding the brand’s message in a way that fits naturally into the artist’s universe.
The process begins with alignment. We spend time ensuring that the artist we bring on board genuinely embodies the brand’s ethos—not just in persona, but in values and creative outlook. When this alignment is right, it opens a world of authentic storytelling and deeper cultural relevance.
What follows is a collaborative process, not a transactional one. We encourage open dialogue between the brand and the artist to build mutual understanding. We make it a point that both parties fully understand each other’s world—from artistic expression to brand ambition. Our role is to facilitate that middle ground where creative integrity is maintained, and brand messaging is delivered with authenticity. Setting clear expectations early on helps pave the way for a collaboration that’s not only creatively fulfilling but also culturally impactful.
Could you share some success stories where artists saw tangible career impact through UMG-led brand collaborations?
One of the most compelling success stories from UMG-led brand collaborations is that of Shankuraj Konwar, a talented artist from Assam. His journey exemplifies how strategic partnerships can significantly elevate an artist's career.
Shankuraj's association with Hyundai Spotlight marked a pivotal moment. In Season 1 of the initiative, he collaborated with Ereka on the track "Make Me Believe," a soulful blend of English and Assamese that resonated with a diverse audience. This exposure not only showcased his musical versatility but also positioned him as a prominent voice in the indie music scene.
Building on this momentum, Shankuraj was featured in Coke Studio Bharat's third season with the song "Holo Lolo," alongside Bollywood singer Shalmali Kholgade. Released on March 26, 2025, the track is a modern interpretation of Assamese folk music, incorporating traditional instruments like the toka, gogona, and siphung. The song narrates a poignant story of survival and growth, resonating deeply with listeners and further cementing Shankuraj's place in the national music landscape.
These collaborations underscore the transformative power of aligning artists with brands that share their cultural and artistic values. For Shankuraj Konwar, the partnerships with Hyundai and Coke Studio Bharat have not only amplified his reach but also enriched India's musical tapestry with authentic regional sounds.
What goes into matchmaking the right artist with the right brand? Is it purely data-driven or is there an instinctive layer involved?
Matchmaking the right artist with the right brand is both a science and an art. While data plays a significant role—such as understanding the artist’s fan demographics, regional listenership, engagement metrics, and audience sentiment—it’s the instinctive alignment of values and persona that truly makes the collaboration meaningful. We begin by identifying artists whose ethos naturally complements the brand's narrative. Then, data validates that instinct, helping us ensure the artist resonates with the target audience. It’s not just about reach; it’s about relevance and authenticity. When the brand’s purpose and the artist’s voice align, the partnership feels seamless and credible—both to the consumer and within the cultural fabric.
India is a culturally rich but highly segmented market. How do you approach this diversity when building brand partnerships across regions or genres?
India’s cultural richness is one of its biggest creative strengths—and we see this reflected in the rising prominence of regional music across the country. When building brand partnerships, embracing this diversity isn’t just a strategy—it’s a necessity. Brands and artists both thrive when they tap into the authenticity of local language, traditions, and identity.
We’ve seen this beautifully play out in campaigns like Coke Studio Bharat’s “Khalasi,” a Gujarati track that not only resonated deeply with regional audiences but also gained national and global acclaim. Similarly, Hyundai Spotlight has championed voices from across India—from the Northeast to Andhra Pradesh & Telangana, from Punjab to Tamil Nadu—highlighting how regional expression can powerfully serve national brand narratives.
The key lies in celebrating, not diluting, cultural specificity—because that’s where the most honest and compelling stories emerge.
From your vantage point, how are the dynamics of cultural marketing changing in India and South Asia? What excites you most about where we’re headed?
What’s most exciting right now is the clear shift from broad-stroke advertising—like traditional 30-second TVCs—to more focused, community-driven brand building. Brands are no longer just broadcasting messages; they’re actively engaging with audiences across age groups, cultures, and passion points, especially through music and storytelling.
In India and South Asia, this evolution is even more dynamic because of our deeply layered cultures and rapidly digitalising audiences. There’s a growing appetite for campaigns that are not only hyper-local but also emotionally resonant and culturally nuanced. At UMG for Brands, we’re at the forefront of this shift—helping brands move from awareness to affinity by building authentic connections that reflect real stories, values, and aspirations. The future of cultural marketing here is deeply personal, immersive, and artistically rich—and that’s what makes it so compelling.
What advice would you give to brands that are looking to enter the music space more meaningfully, especially in a cluttered content environment?
In today’s cluttered content landscape, the brands that stand out are the ones willing to approach the music space with authenticity, purpose, and a long-term vision. We work closely with some of the sharpest minds across industries, and what’s encouraging is the clear intent we see—brands are increasingly ready to unlearn traditional marketing playbooks in favor of more passion-led, community-first storytelling.
Some of the most successful collaborations happen when a brand embraces music not as a one-off tactic, but as a core cultural identifier. For Coca-Cola, that passion point is music; for Sprite, it’s humour. The key is to identify what your brand truly stands for, then build real connections around it. In a space as emotionally driven as music, sincerity and consistency are everything. Brands that understand this are not just heard—they're remembered.
Discover the latest Business News, Sensex, and Nifty updates. Obtain Personal Finance insights, tax queries, and expert opinions on Moneycontrol or download the Moneycontrol App to stay updated!
