Amit Sharma Talks About Virgin Music Group’s Role In Elevating South Asia’s Independent Music Market

Amit Sharma, the Country Manager for India and South Asia at Virgin Music Group, a leading independent partner to labels and artists globally, and a key division of Universal Music Group. With over two decades of experience in the music industry, Sharma career spans some of the biggest names in the sector, including Hungama Digital, Idea Cellular, Eros International, and Gaana.

Since stepping into his role at Virgin Music Group in 2020, Sharma has played a pivotal part in expanding the company’s presence across South Asia. His leadership has driven significant collaborations with both Indian and international artists, helping to shape the future of independent music in the region.

In an exclusive interview with Loudest.in, he discusses the evolving independent music business and shares insights into the growth and vision of Virgin Music Group in the South Asian market.

Here are edited excerpts:

Q1. How have you seen the independent music industry in India and South Asia evolve over the past decade?

The Indian music industry is highly dynamic, and one where trends keep emerging and disappearing sooner than you can learn the lyrics of the current hit song. The indie music market has experienced a merging of genres during the previous decade. There was a period when international music was working in India. Then Bollywood music dominated, went away for a while and now we are seeing it returning if we go by the last couple of years. But there is now room for many styles of music to exist - each one having its own dedicated audience. This is an excellent place for any musician to be. However, this also leads to more competition. At the same time - it opens up space for collaboration across artists of various genres. 

The growth of digital platforms, more accessibility for artists, the rise of independent labels, live performances, and festivals are all contributing to the music industry's improvement and expansion. Looking forward, the future seems hopeful for India's independent music industry, as more musicians continue to embrace digital tools for production and dissemination while exploring new ways to monetise their work beyond traditional approaches.

 Q2. Can you elaborate on Virgin Music Group’s vision for the independent music scene in South Asia?

Virgin Music Group is a trusted partner in promoting and supporting independent music artists throughout the globe. Our mission for South Asia's independent music scene revolves around encouraging innovation, supplying infrastructure, resources, expertise and creating opportunities for indigenous artists to prosper in an increasingly competitive space. This dedication is consistent with our larger objective of empowering artists and promoting varied musical interpretations. We also support collaborations between acknowledged artists and emerging artists throughout the world. This not only helps promising artists receive attention, but it also improves the music landscape by incorporating many types and genres.

Q3. How do these partnerships enhance the growth and innovation of the independent music market in South Asia? 

The South Asian independent music market is very unique with video still playing a major role in the industry here. Customised solutions and collaborations for independent musicians have potential to increase awareness in a crowded market by associating with renowned brands or performers and other established or emerging artists. Partnerships in South Asia also help the independent music sector expand and innovate through sharing of promotional resources, networking, technological utilisation, and increased visibility.

Q4. How has your experience at companies like Hungama Digital, Idea Cellular, Eros International, and Gaana shaped your leadership style at Virgin Music Group?

My experiences in these various workplaces have enabled me to build a great foundation and have made me a stronger executive. I have faced many facets of the music industry today, like comprehending the whole cycle of a song launch, the influence of correct ingestion, marketing, and sync - these are all things that I have learnt, unlearnt, understood, made mistakes and eventually found solutions to in my previous companies. At Virgin Music Group, I don’t follow a template when it comes it our artists. Every label or artist with whom we collaborate with has their own unique set of goals and objectives. We look at the whole picture to see how we can create a successful partnership while meeting their specific needs. It's a collaborative process, and while it can't be described as a step-by-step guide, a lot comes from incorporating a partner and creating a tailored solution using all of one's expertise, as well as the tools, support, and guidance provided by Virgin.

 Q5. Can you provide examples of artists who have significantly benefited from Virgin Music Group’s support?

Though there are many artists we have had great success with. I can mention a few that includes Himesh Reshammiya, Rito Riba, Ammy Virk, Babbu Mann, Khan Bhaini, Neha Bhasin, Sukriti Prakriti, Neeraj Madhav, The Landers, Rochak Kohli, HipHop Tamizha, Tony Kakkar, and more. All have taken advantage of our team, services and collaborative efforts to succeed as independents, while retaining creative control of their careers. Our approach allows for a great deal of personalisation of processes and solutions, allowing the artist to grow at the pace or aim that works best for them. It's a team formed for each artist that supports them with all areas of a label and opportunity while also serving as a consultant throughout the process, supporting their progress in the same way that an extended label staff would.

Q6. How is Virgin Music Group leveraging its global network to benefit artists in India and South Asia?

We are actively increasing our footprint in India and South Asia. This expansion aims not only to develop a local presence, but also to use its large worldwide network and infrastructure to deliver major benefits to artists in these locations. We already have some outstanding hits to showcase as examples of international collaboration such as hits like Yimmy Yimmy (feat. Tayc), Guli Mata (feat. Saad Lamjarred), and Zaalima (feat. Dystinct). Such partnerships result in unique musical fusion that appeal to a wider audience. Virgin can help Indian artists' music to reach global audiences by using platforms such as Spotify, Apple Music, and other digital streaming services. This worldwide reach is essential for musicians trying to broaden their following base outside their home countries.

Q7. What are your future plans for Virgin Music Group in India and South Asia? How do you see the music business scene in the next 5 years?

We will continue to work and invest with independent artists & labels who focus on original music and will continue to encourage musicians to create music true to their artistic grain and help them in every possible manner. We want to increase the Indian footprint internationally through meaningful collaborations, focused marketing, and improving reach with new audiences.

Over the next few years, we will likely see a number of significant changes and advancements in our industry. This change will be influenced by innovative technological convergence, new platforms, changing consumer behaviour, and altering industry dynamics.