"Artists Must Release Content Strategically, Balancing Frequency And Quality"-Shilpa Sharda

RISE//DEL, India’s pioneering multidisciplinary conference, has returned for another transformative season, bringing together changemakers across creative industries, music, and innovative startups. Held at The Auditorium, DLF Cyber Park, Gurugram, from March 11-13, the event features over 70 speakers across 20 panels, four workshops, and three keynotes, creating an unparalleled platform for artists, entrepreneurs, and industry professionals to connect and collaborate.

Among the most anticipated sessions was a keynote by Shilpa Sharda, Director of Artist Services, Believe India and South Asia, titled Artist Development 2.0: Redefining Music Success. Sharda emphasized a crucial shift in the way artists are perceived and developed, stating, “The artist is not just a creator of music; the artist is the brand.” She elaborated on the evolving landscape where musicians must integrate creativity with strategic business acumen to build sustainable careers.

Sharda pointed to global music icon Billie Eilish as an exemplary case study. “Billie Eilish is not just about her music. Her dark, cool aesthetic and unique pop attitude are seamlessly woven into her brand identity. Her management ensures that every piece of content—whether on social media, TikTok, or elsewhere—reflects her authentic artistic persona,” she explained. According to Sharda, this approach demonstrates that storytelling and branding are just as critical to an artist’s success as the music itself.

Discussing modern strategies for artist development, Sharda underscored the importance of balancing music quality with consistent fan engagement. “Music must always come first,” she asserted. “Artists need to release content strategically, whether it’s one song a week or a few high-quality tracks a year. The key is maintaining audience engagement in an authentic way.” She also highlighted the impact of short-form content in today’s digital landscape. “In a world where people decide if they like or dislike you in just 15 seconds, authenticity is everything. Artists must build a persona they can sustain over time.”

Sharda’s keynote at RISE//DEL 2025 reinforced the idea that an artist’s success hinges not only on their musical talent but also on their ability to craft a compelling brand narrative. As the industry continues to evolve, integrating creativity with business strategy will be essential for the next generation of artists looking to make a lasting impact.