"Invest In Content & Branding First, Not Just Marketing, For Long-Term Success"-Dhaval Kothari

From shaping artist strategies at Spotify to building a dynamic marketing agency with AllByPlay, Dhaval Kothari has been at the forefront of India's evolving music landscape.

With a deep-rooted passion for music, not only as a marketing expert but also as a singer and composer, Kothari brings a rare blend of creative and business acumen to the industry.

In an exclusive Loudest.in Power People interview, Dhaval Kothari shares insights on the future of music marketing, streaming's impact, and artist branding.

Here are edited excerpts:

Q1.Tell us about your journey so far in music business?

My journey essentially begins with me as an artist. First and foremost, I relate to other artists because I understand their music. As someone in marketing and an entrepreneur in the music business, having a deep understanding of music is crucial.

I am originally from Indore, where I studied Indian classical music. This foundation led me to start my own initiative, the Dhaval Music Foundation, after realizing that while music is everywhere, access to quality education in music is still a challenge. Through my foundation, I began organizing workshops, seminars, and showcases to make learning music more accessible.

Later, I had the opportunity to study at Berklee College of Music, where I pursued a master’s degree in music business. During this time, I worked with several international labels, managers, and publicists—collaborating with industry professionals such as Yvette Noel-Schure (Beyoncé’s publicist) and Scooter Braun (renowned artist manager). This experience significantly broadened my perspective on the global music industry, helping me understand how the business operates on an international scale.

Upon returning to India, I joined Spotify, where I played a key role in curating and promoting independent music. This opportunity allowed me to apply my education in a practical setting while onboarding numerous artists. At that time, Spotify had just launched in India, and I had the chance to work with a diverse range of musicians—from Tier 1 artists to independent talent across different languages and record labels.

As the head of independent music, I was constantly engaging with independent artists, pitching their music, and analyzing industry trends. Through these interactions, I identified a major gap in the market—a lack of effective marketing for artists. This realization led me to establish All By Play, a music marketing agency.

Today, our team works closely with artists and labels, providing marketing solutions across all genres—ranging from classical and regional music to independent, Punjabi, and diaspora artists. Our goal is to bridge the gap in the industry and help musicians reach their full potential through strategic marketing.

Q2.How has your experience at Spotify shaped your approach to artist and label marketing at Allbyplay?

First and foremost, it's all about releases—it's all about the music. The sound is constantly evolving, and new artists emerge every single day. I witnessed this firsthand when I joined Spotify before COVID. However, after the pandemic, the surge in music releases became even more evident—I had to respond to 200 to 300 emails every single day from artists and industry professionals.

This overwhelming increase in music submissions made me realize that Spotify plays a crucial role in the industry. With its presence in over 100 countries, it serves as a key platform for artists to take their music to a global audience.

One of my biggest takeaways from working at Spotify was gaining direct insight into how artists and labels operate behind the scenes. Engaging with artists helped me understand their creative process—how they craft music with passion and innovation. But beyond creativity, I also learned about the business side of music—how record labels and industry professionals market songs to amplify their reach. It’s a collaborative effort, where creativity and strategy go hand in hand.

There were many valuable lessons I took away from Spotify, but the most significant was learning how to develop an artist and position them on a global stage. I saw firsthand the power of a song—how a single track can be streamed billions of times. A great example is "Brown Munde," which became one of the biggest Punjabi hits to date. Watching its rise showed me the immense potential of digital platforms in amplifying music and shaping cultural moments.

For me, this journey has been a continuous learning experience, highlighting how music, marketing, and technology work together to elevate artists to new heights.

Q3.What role does brand collaboration play in an artist’s long-term growth, and how can emerging artists tap into these opportunities?

I believe brand collaborations add significant value to an artist’s career. For instance, today we collaborated with an artist named Sembal, who partnered with Nagin Sauce. In this collaboration, he tried different sauces while answering questions about his music and artist profile.

The idea was to draw a parallel between the spicy nature of the sauce and the distinctive elements of his music, making the content more engaging and interactive. In this case, Nagin Sauce funded the collaboration and produced the reel, but tomorrow, a brand like Nescafé could also participate in a similar collaboration and pay the artist for their involvement.

Ultimately, brand partnerships are about mutual value exchange—the artist provides visibility and engagement for the brand, while the brand offers exposure, funding, or credibility in return. Even if Sembal didn’t receive direct payment from Nagin Sauce, that partnership helped us secure a ?1 lakh deal from Nescafé for content creation.

This is just a hypothetical example, but it illustrates how adding brand value to music can enhance an artist’s profile and business opportunities. In today’s industry, every artist is working towards building themselves as a brand, and this shift has completely changed the game.

Brand suitability varies for each artist. For example, as a Gujarati independent artist, I might attract different brands than others. I could land a Navratri event in Ahmedabad, which might interest Red Bull if they’re looking to activate campaigns around regional music. In this scenario, I would be the top-performing artist in that city, making me an attractive investment for the brand.

However, the same opportunity might not apply to every artist—it all depends on what the brand is looking for and what value you bring to the table. Understanding this dynamic is crucial for artists who want to leverage brand collaborations effectively.

Q4.What key strategies do you believe independent artists should focus on to stand out in today's digital music landscape?

It totally depends on the artist's profile and their music. For example, if it's a new artist, I wouldn't recommend that they spend money on marketing right away. Instead, my first suggestion would be to focus on social media presence, content creation, and building a strong persona.

Take Adele, for instance—her entire brand is consistent, from her vintage black-and-white aesthetic to her British identity, stage presence, artwork, and music videos. Every aspect of her image aligns seamlessly, making her instantly recognizable.

Similarly, for emerging artists, creating compelling content and establishing a distinct identity on social media is crucial. Today, social media is just as important—if not more—than the music itself. When I pitch an artist to a promoter, the decision is often made within 30 seconds, based on the artist's social media presence and engagement.

Rather than spending ?50,000–?60,000 (or more) on marketing upfront, it's far more valuable for new artists to invest in content creation, artist branding, and high-quality audio or visuals. Building a strong profile first lays the foundation for long-term success.

Q5.Can you share some of the latest collaborations that All By Play has recently worked on? Additionally, what were the key marketing strategies used in those campaigns?

At All By Play, we started with artist marketing and have since expanded our services to include label marketing, tour marketing, and integrations with music conferences. 

Our approach is 360-degree marketing—it’s never just one aspect. I personally assess the goals of each brand or artist and customize strategies accordingly. If a particular area is lacking, I advise on allocating budgets effectively to maximize impact, whether for an event, conference, or campaign.

Beyond conference integrations, we are actively engaged in music collaborations and marketing, working with a diverse range of artists—from Karan Aujla to regional and Indian classical artists like Purbayan Chatterjee. We also collaborate with major labels such as Universal Music, Warner Music, and Sony Music, as well as international and diaspora labels.

Additionally, we work with Afro artists who seek marketing services in India, as Afro music has a growing fan base in the country.

Q6.Can you share insights into the creative process at All By Play when working with major music labels and artists like Karan Aujla?

The creative process, first and foremost, begins with understanding the goals. For example, if I am marketing for Loudest or any other brand or artist, defining clear objectives is crucial. It’s not just about promoting one song or a single release—it’s about long-term artist development.

For instance, we are currently building hundreds of fan pages for international artists in India. When these artists eventually tour India, they will have an established fan base to help with marketing, ticket sales, merchandise, and PR activations.

When working with an artist, the most important step is identifying their goals and requirements. Based on that, we curate a strategic plan that aligns with their budget and creative vision. Creativity is essential—random influencer placements or generic marketing tactics without a strong concept do not work.

There are multiple layers to marketing, and truly understanding both the music and the artist’s goals is the foundation of every campaign.

For example, just as you are interviewing me today, you have likely researched my work and background. Similarly, when an artist approaches me, I thoroughly review their music, listen to their new tracks, and analyze their journey to understand their pain points. I also provide artists with valuable data that most agencies do not offer, ensuring they can leverage insights effectively for their growth.

Q7.What are the biggest challenges artists face in monetizing their music, and how can platforms like Allbyplay help?

To monetize music effectively, artists can generate revenue through platforms like YouTube and Instagram. If the goal is to grow a catalog, running the right type of ads, influencer marketing, or Instagram amplification is crucial.

For example, as an artist, I realized that most of the listenership for my Gujarati music came from WhatsApp shares. This insight helped me understand that marketing on YouTube would be highly effective because people were sharing my YouTube links via WhatsApp. Identifying the right platform for promotion is key to maximizing monetization and revenue.

Most of my earnings come through my distributor, which serves as a pipeline, distributing music to platforms like YouTube, JioSaavn, Gaana, and others. For instance, if a platform generates ?100 in revenue, it keeps ?20 to sustain its business, gives ?80 to the distributor, who then takes a cut, leaving around ?40-?50 for the artist.

If I know that YouTube is my strongest revenue source, I would focus more on marketing my music there to maximize earnings. Understanding where your revenue comes from—even if it’s just ?5 from a particular platform—helps you make data-driven decisions.

The first step is analyzing data to identify where your audience is most active. Then, you should strategically push content on that platform to maximize engagement and revenue.

These steps, followed systematically, can help an artist successfully monetize their music and increase earnings.