"Our Goal Is To Transform Artists Into Cultural Icons, Not Just Music Creators"-Sumedhas Rajgopal

In a rapidly evolving music industry, independent artists are redefining India’s sonic landscape, and at the helm of this transformation is Sumedhas Rajgopal.

As Head of the Independent Artist Collective at Universal Music India, he has been instrumental in shaping a new era where emerging musicians are not just discovered but nurtured into cultural icons. Since joining UMI in 2019,  Rajgopal has championed groundbreaking initiatives that bridge artistry with global opportunity, amplifying voices that resonate beyond borders.

In an exclusive chat with Loudest.in, he explores storytelling in music, indie artists' challenges, and UMI’s vision for their global rise.

Here are edited excerpts:

Q1. What is your overarching vision for supporting independent musicians in India, and how does Universal Music India plan to shape the future of the indie music landscape?

From the very beginning of my journey in the music industry, my focus has been on contributing to the artist and fan economy by delivering innovative solutions through music and marketing. At the heart of our ambition behind this collective is to deeply commit to building culture through the power of artistry—a philosophy that has shaped our top-down approach. We recognise that the Indian music industry is at a pivotal moment, and our focus across all our labels and artists has been to amplify their vision by promoting music rooted in culture and individual storytelling. We aim to go beyond creating music; our goal is to develop artists into cultural icons, not just creators.

This approach has unlocked immense potential for our artists, pushing us to refine our strategies and support them in achieving their ambitions while connecting them with a global audience. At Universal Music India, our mission is to be the ideal partner for artists—whether emerging or established—empowering them to share their stories and rise as the next superstars.

Q2. What strategies does the Independent Artist Collective employ to nurture emerging talent and help them transition from being independent musicians to becoming mainstream icons? Could you share some success stories?

At the core of everything we do, we aim to foster a collaborative, cross-department approach that creates the perfect environment for exchanging ideas and discovering innovative strategies to bring artists and their music to the world. By pitching creative ideas and building strong, lasting partnerships, we welcome talent into the Universal Music Group family, providing them access to our skilled teams and ensuring they receive the right exposure. This integrated model keeps us closely connected with artists, allowing us to share ideas, execute strategies, and adapt to what resonates with them and their fans. Additionally, we encourage collaboration between artists and producers, driving innovative sonic exploration and pushing creative boundaries.

A standout example from last year is Hanumankind and Kalmi’s Big Dawgs, a global hit that reflects their creative vision and unwavering commitment to art and culture. Supported by Sooraj and his team, they were given the freedom to tell their story authentically, resulting in a breakthrough that resonated worldwide. Their journey is a testament to persistence and artistic integrity, inspiring others to refine their craft and seize opportunities. Similarly, artists like Anuv Jain and Akshath have achieved breakthroughs by staying true to their core identity and connecting with loyal fanbases.

Looking ahead, we are confident in building similar successes with our other talented artists, including Raga, Aditya Rikhari, Akshath, Aanchal Tyagi, Chaar Diwaari, Rusha & Blizza, Tricksingh, and Siege to name a few. Each of them has had exciting moments shaping their journeys, and 2025 promises to be a breakthrough year as their stories unfold. These artists embody the spirit of creativity and authenticity, and we are thrilled to support them as they rise to new heights.

Q3. Can you share insights on the Represent initiative and its impact in showcasing emerging stars like Anuv Jain, MC Stan, Zaeden, and Lost Stories?

We partnered with REPRESENT to amplify our vision of developing unique artist stories and driving the global growth of Indian music. This collaboration combines UMG’s domestic and global expertise with REPRESENT’s exceptional roster, featuring top Indian artists like Anuv Jain, MC Stan, Zaeden, Lost Stories, and Yashraj and others. Together, we focus on artist development, fan engagement, and introducing Indian music to a global audience, always centring the artist’s vision. Aayushman and teams have a proven track record in talent management and shaping pop culture aligns seamlessly with our goals of fostering innovation and creating opportunities for artists to thrive both domestically and internationally.

A standout success from this partnership is Anuv Jain, India’s emerging iPop superstar. In 2024, Anuv dominated the Indian charts with multiple #1 hits, including Husn and Jo Tum Mere Ho, the latter peaked at #55 on the Spotify Global Daily Charts. His rapid rise across streaming platforms and live performances highlights his growing local and international appeal, showcasing the power of authentic storytelling and music.

Q4. What are the biggest challenges faced by independent artists in India today, and how does the Collective address these hurdles to empower them?

The Indian music industry is evolving rapidly, with the internet and short-form video platforms playing a pivotal role in a song’s discovery and success. However, one of the greatest challenges we face is that while viral moments can propel a song quickly, sustaining that momentum and attributing it back to the artist is increasingly difficult due to the sheer volume of new releases and the challenge of replicating such moments. This makes it crucial for artists to follow up effectively. 

Being part of this collective offers a unique advantage: we work with multiple artists at different stages of their careers, allowing us to learn, adapt, and navigate these challenges swiftly. We understand that one strategy cannot fit all artists, but this cross-collaboration between teams and constant learning process enable us to explore new ways of working with each artist. Our focus is on building a strong ecosystem around them, setting short-term goals aligned with their long-term vision, and regularly reviewing progress to ensure we stay on track.

On the creative side, we prioritise collaborative sessions across all our labels and artists, returning to the roots of how groundbreaking sounds are discovered—by breaking down genre barriers. A recent success from this approach is Dhak Dhak by Aanchal Tyagi, Raga, Rusha & Blizzard, and Abhijeet Srivastava. The song is a brilliant fusion of pop, rap, and electronica, and the results we’re seeing are both exciting and inspiring.

Q5. How do you facilitate collaborations between independent artists and global music platforms or networks, and what role does Universal Music India play in connecting them to an international audience?

The South Asian entertainment space has seen a remarkable surge in global interest over the past two years, and it’s incredible to witness the world leaning in to embrace our landscape, culture, and especially our music. I often say this, but there has never been a better time to be an artist. Our role is to facilitate and present these artists, their music, and our diverse culture to the world, fostering the right collaborations to ensure our music reaches a global audience.

One of the ways we’ve achieved this is through songwriting camps, where international producers collaborate with our artists in the studio. These sessions not only help create fresh sounds but also inspire our artists and expose them to new creative processes from around the world. It’s a valuable learning experience that enriches their artistic journey.

Leveraging UMG’s global network, we actively engage with international markets to promote our local releases beyond India. This approach not only amplifies our artists and their music but also expands their fanbase to a wider audience. A prime example of this strategy is HMK & Kalmi’s Big Dawgs, which transformed a viral moment into a massive global hit through strategic partnerships across key markets. We are also in constant dialogue with our partners to explore innovative IPs and collaborations that align with our shared vision of artist development. By working together, we aim to create opportunities that elevate our artists and bring their stories to the world.

Q6. With technology and social media reshaping the music industry, how do you leverage these tools to amplify the reach and impact of independent artists? Are there any trends you foresee dominating the indie scene?

The digital revolution has democratised music discovery, and I believe the future lies in artists and their teams harnessing these tools strategically to amplify their reach. Short-form content, data-driven storytelling, and digital platforms are undeniably powerful, but I’m also seeing a resurgence in the importance of tangible, real-world experiences. It feels like we’re coming full circle—where artists must reconnect with their roots, create live, immersive experiences, and engage fans beyond the screen. Wearable experiences, fan interactions, and storytelling beyond the internet will be key to sustaining artistry in this new era.

I come from a time when artists were bigger than just the songs, and I strongly believe this sentiment is making a comeback. To thrive, artists must evolve into multifaceted creators, building their own IPs through merch lines, podcasts, mini-documentaries, and more. Take the example of Big Dawgs it wasn’t just a song; it became a cultural movement. By embedding it into pop culture through smart sync opportunities, we amplified the song and importantly the artists impact far beyond a viral social media trend. A standout example is the HipHop IP—Red Bull 64 Bars Season 2. In collaboration with our UMGB teams, we curated an artist- and music-first platform alongside the trailblazing culture shapers at Red Bull India. Together, we brought this vision to life, creating a space where raw talent meets cultural impact.

Another exciting trend is the rise of regional languages and grassroots sounds from India. Fans are hungry for cultural representation and authenticity, and this wave is already dominating globally. Last year, Malayalam cinema and music showcased this beautifully, capturing not just India but the world’s attention. To capitalise on these opportunities, we must focus on artist development, grooming them from just moments of instant stardom to ensure they’re equipped to sustain it. This approach will not only elevate individual artists but also strengthen India’s music industry as a global force.

Q7. What is your vision for the Independent Artist Collective in 2025, and how do you see it shaping the Indian indie music landscape in next 5 years?

Our mission is to stay the course we’ve charted so far and by refining our strategies to elevate artists and amplify groundbreaking sounds. We’re on the brink of a transformative era for independent music, particularly in India, where artists are poised to ascend to superstardom through tailored artistic development and by weaving their music into the cultural tapestry of their communities and fanbases. At UMG, we don’t just produce music—we’re catalysts for a revolution.

A revolution fuelled by authenticity, meaningful connections with fans, and the power to shape culture. We take pride in being the launchpad for future icons and the birthplace of cultural waves, nurturing both our rich legacy and the next generation of musical innovation. This is where superstars are forged, and where new movements take flight.