Major Labels Vs. Indies: Who’s Really Winning In India?

Let’s call it what it is: a full-blown tug of war. On one end, independent distributors promise freedom, speed, and ownership. On the other, major labels offer scale, resources, and decades of institutional knowledge. And right now, in India, the rope is taut—pulled by ambition, technology, and the evolving expectations of the modern artist.

I’ve seen both sides of the fence. And if there’s one truth that cuts through the noise, it’s this: we’re not at war with independence—we’re at war with misinformation.

There’s no denying it: platforms like DistroKid, TuneCore, and Believe have democratized access to distribution. An artist from Kochi or Kohima can upload a track today and have it live globally within 48 hours. That’s progress. But distribution is only one part of the equation. The real challenge begins after the song is live. Who’s managing the strategy? Who’s building the narrative? Who’s knocking on doors for sync deals, cross-territory campaigns, or co-writing sessions with global producers?

Take Anubha Bajaj, for instance. She’s built a solid digital presence and executed a smart rollout for her single “Jiya.” But how do you scale that success to new markets—say, South-East Asia or the MENA region? That’s where major labels aren’t just relevant—we’re essential. At Warner Music India, we helped take Diljit Dosanjh’s music to global platforms, powered KR$NA’s international rap collaborations, and supported King as he transitioned from a talent show contestant to a pan-India chartbuster. That kind of scale isn’t built overnight—and it certainly isn’t algorithmic.

The most hotly debated issue is ownership. I hear this often: “Labels take your masters.” What’s missing from that sentence is context. Labels invest heavily in artist development—from studio time and video shoots to digital ad spends and cross-platform partnerships. That investment isn’t just money—it’s long-term belief. When we sign an artist, we’re not just distributing—we’re incubating. That comes with expectations of return, yes, but also immense upside: global rights management, sync placements in Netflix shows, and collaborations with Grammy-winning producers. Most indie distributors can’t offer that—yet.

Look at Karan Kanchan, the beatmaker behind many of DIVINE’s iconic tracks. After years of grinding it out in the independent circuit, he’s now working with global producers and building a legacy beyond local virality. That journey was enabled by both independence and strategic partnerships—with real infrastructure behind them.

This isn’t a binary game. The best careers today are being built on hybrid models. Artists like Armaan Malik work with majors for pop releases while exploring independent collaborations on the side. We at Warner support that duality—because we know today’s artist is not just a voice; they’re a brand, a CEO, and a content machine. The real war isn’t majors versus indies—it’s short-term visibility versus long-term legacy.

Let’s say you’ve uploaded your song through a D.I.Y. platform. It’s available across Spotify, Apple Music, YouTube, Amazon, JioSaavn. But what happens next? Do you understand how to trigger algorithmic support through geo-targeting and engagement? Can you design a full-funnel marketing campaign using micro-influencers, regional content partners, and retargeting strategy? Are you positioned for sync opportunities in films, series, or gaming? Do you know how to monetize publishing rights across global markets?

If not, you need a partner. Maybe that’s a boutique indie firm. Maybe it’s a data-led distributor. Or maybe—it’s a label that’s evolved with the times. At Warner Music India, we’re not here to control artists—we’re here to amplify them.

The truth is, artists today are smarter than ever. They don’t just want a deal—they want data. They want real-time dashboards, equitable royalty splits, and brand-building support. That’s why we’ve restructured our artist partnerships. We offer more transparent contracts, collaborative marketing strategies, and international connectivity at the speed of culture.

And if you’re an artist reading this, you already know that the real power lies in asking the right questions. Dig into your contracts. Understand your rights and royalties. Don’t chase short-term virality—build a lasting career. And most importantly, choose partners who are invested in your long-term story, not just your next single.

This isn’t the end of major labels. Nor is it the peak of the indie revolution. It’s a recalibration. Labels need to listen more. Distributors need to offer more. Artists deserve better. And the future belongs to those who blur the lines—who combine independence with infrastructure, speed with scale, and creativity with consistency.

Let’s stop calling it a war. Let’s start calling it a revolution in alignment.