“Focusing On India Has Been A Strategic Expansion To The East”: Caleb Williams, UNIFIED Music Group

Caleb Williams is a Senior Artist Manager at UNIFIED Group, bringing over two decades of experience across touring, artist development, and strategic management. He has played a pivotal role in managing and scaling globally successful acts such as Vance Joy and Hollow Coves, contributing to their international touring success and multi-platinum milestones.

Known for his hands-on, long-term approach, Williams continues to champion sustainable artist growth, mental advocacy, and authentic, ground-up career building.

In this exclusive interview, Caleb Williams, Senior Artist Manager at UNIFIED Group, talks about his global expansion into India and his approach to purpose-driven artist management.

Here are edited excerpts:

Caleb, you’ve just been named a finalist for AAM Manager of the Year. Looking at your work over the last year specifically the massive expansion into India do you feel this nomination represents a new 'global' chapter for your career?

I have always done a lot of work in the USA, UK and Europe with artists I have managed, but focusing on India has definitely been an expansion to the East. I do feel there has been some attention on it. A great friend of mine Heath who manages Karnivool really saw India early on as a great market so I am very happy to follow in his footsteps.

You recently spearheaded the alliance between UNIFIED and India's Mantra Roots. What was the 'lightbulb moment' where you realized that spiritual and conscious could scale into a major global business venture?

Mantra Roots is actually from the UK but we have formed our partnership with 7Entertainement in India. I actually attended one of Radhika Das’s shows in Bombay after a retreat. We had met before, but we weren’t working with each other yet. I ended up having to lend a hand to make sure that shows went ahead and that was the moment I thought this could really be something if run correctly. I could feel the desire for large amounts of people to chant the sacred mantras together. I honestly don’t really view it as a business venture, it’s a passion, but I want to make sure the business side of it is handled and it’s delivered in a professional way.

You’ve managed to stay relevant for 20 years without losing your reputation for being 'real.' In an industry full of 'spin,' how hard has it been to maintain your personal integrity while still making the big, corporate deals happen?

Thanks for saying that! I wasn’t aware that was my reputation, but I’m glad it is. I started in the industry carrying my friends guitars and working with my friends. So for me it was always about honesty, trust and hard work. I feel working hard, being honest and kind are the main values I hold close. Sometimes you have to be direct and push, but there are lines you don’t cross. Learning more about eastern spirituality has also definitely improved my perusal and work life.

You’ve had a massive year with Radhika Das and Jahnavi Harrison. When you look at this 'Manager of the Year' nomination, which specific breakthrough moment on your roster in 2025/26 are you most proud of?

There are several moments I didn’t think I would ever see happening. 2 that stand out would be Jahnavi’s Grammy Nomination and Radhika’s sold out show at NESCO in Bombay.

You are well-known for prioritizing artist mental health . How do you personally stay grounded while managing the high-pressure careers of so many different people?

I do have my own practices and mentors I lean on. But staying grounded with meditation and my own spiritual practices is very important to me. I also do a lot of Seva back home in Australia! I don’t think you can ever feel too bad in life if you spend lots of time with cows 

With multiple managers from UNIFIED nominated this year, what makes your team’s approach to artist management so successful right now?

It has always been a team at Unified and while our names are on the nominations, we are all leaning on each other and working together consistently. We are all better at different things than the other and it’s incredible to be able to pick each others brains when we need a hand.