“Live Music Events Are Opening New Avenues For brand Associations”-Sheveeta Hegde

With over 18 years of diverse experience in radio, digital content, IP creation, and celebrity solutions, Sheveeta Hegde is a seasoned leader known for driving innovation and growth.

Her impressive career includes 12 years at Radio Mirchi, where she excelled in roles like West and Central Head of TV Impact Properties, and five years as Head of Monetization at Pocket Aces, scaling operations and launching transformative initiatives.

Now, as the Head of Brand Solutions and Music Partnerships at Times Music, Hegde is set to lead the charge in forging impactful collaborations and unlocking innovative revenue streams in India’s dynamic music and entertainment landscape.

In an exclusive interview with Loudest.in's Power People, Sheveeta Hegde discusses her journey, the future of the music business, evolving music advertising, and brand partnerships.

Here are edited excerpts:

Q1. Firstly, could you share your journey so far?

Certainly! I’ve been in the media industry for the past 18 years, primarily in brand solutions and revenue roles. My journey began in the radio business, where I worked for a significant period. Later, I transitioned to the digital content space, joining companies like Pocket Aces and Radio Mirchi.

I also had a brief stint at a celebrity solutions company, which allowed me to explore diverse avenues for monetization within the media market. Now, I’m thrilled to be a part of Times Music, where I’m delving into another fascinating and rapidly evolving segment of the media industry—the music industry, which is currently experiencing remarkable growth and transformation.

Q2. Congratulations on your new role as Head of Brand Solutions and Music Partnerships at Times Music! What key strategies do you plan to implement to bridge the gap between brands and music?

Thank you!,There is immense potential in the music space, yet I feel that brand engagement with music has largely been limited to traditional approaches, such as sync licensing. While sync remains a great opportunity, there’s so much more happening both globally and in India that brands can explore.

For instance, India’s creator and artist-driven economy offers significant opportunities for collaboration. Partnering with artists can help brands create unique and impactful campaigns. At Times Music, we also collaborate with Primary Wave, one of the world’s leading independent publishing houses. This partnership allows us to represent legendary artists like Bob Marley and Whitney Houston, providing brands with access not just to their music but also their imagery and likeness for premium and niche campaigns.

Another area is live music events, which have seen a massive surge. Punjabi artists, for example, are not only dominating the national scene but also gaining global recognition. This opens up avenues for brand associations through live performances and events.

We’re also exploring new platforms and formats. For example, the gaming industry, which is booming, provides exciting opportunities for music integration to create personalized touchpoints for target audiences. Similarly, creating customized tracks for specific campaigns can add value. Recently, we developed an exclusive track for DBS Bank to launch one of their products. This seamlessly integrated the brand into the campaign, offering both visual and audio extensions across streaming platforms.

Ultimately, the goal is to introduce brands to these untapped avenues, moving beyond traditional strategies, and enabling deeper and more meaningful engagement with their audiences through music.

Q3. Based on your experience, how has the integration of music into campaigns evolved over the years, especially with the rise of social media and digital platforms?

The evolution has been remarkable and multifaceted. Earlier, music was primarily integrated into TV commercials, radio jingles, and live events, which were promoted through traditional mediums like TV ads, print, and radio. However, with the advent of digital platforms and evolving technologies, campaigns have become significantly more dynamic, interactive, and personalized.

In the pre-digital era, brands relied on catchy jingles and familiar tunes to create memorability and recognition. Sponsorship of music events was a strategy to connect with younger audiences—what we now call Gen Z—though the term wasn’t as widely used back then.

The early 2000s marked a shift with the emergence of digital platforms. This phase, particularly from 2000 to 2012, saw the rise of viral music campaigns leveraging social media platforms like Facebook and Twitter (as it was then called). Brands began licensing popular songs for online advertisements, and limited collaborations with artists started taking shape.

With the growth of streaming platforms and the rise of short-form content, the branded content space entered a new phase. User-Generated Content (UGC) platforms like TikTok, Instagram Reels, and Snapchat transformed how audiences consumed music. The focus shifted to short video formats, catering to shorter attention spans and evolving content consumption habits.

This evolution also expanded artist and influencer collaborations. Brands started integrating music into campaigns through artist partnerships, concerts, and fan engagement strategies. These collaborations created a more immersive and personal connection with audiences.

Today, with advancements in virtual and augmented reality (VR/AR), brands are exploring even more personalized and innovative ways to engage audiences. Music integration in campaigns now caters to an affluent and growing class in India that values unique, immersive experiences and is willing to invest time and money in what they enjoy.

The journey of integrating music into campaigns has been exciting, and we are currently in one of its most promising phases. As technology and audience preferences continue to evolve, this space offers endless possibilities for innovation and growth.

Q3. As you mentioned earlier about the role of technology, how do you think technology will shape the future of brand and music partnerships?

While I’m still relatively new to this industry, I’ve observed both pros and cons in this space. From an audience and brand perspective, which I engage with most, technology has immense potential to create personalized, interactive, and dynamic campaigns, significantly enhancing innovation.

For example, technology provides rich data insights that help brands identify the right artists, music, and content based on audience preferences. This understanding of audience psychographics enables the creation of campaigns tailored to when, where, and how to best reach consumers. Real-time data makes it easier to curate music and select collaborators, increasing the likelihood of campaign success.

Moreover, technology facilitates targeted music creation, allowing brands to design unique soundscapes that resonate with their audiences. For instance, a car brand could create dynamic soundscapes in its advertisements, where the music evolves with the speed of the vehicle. This smart advertising technique offers viewers a more immersive experience, enhancing brand engagement.

The integration of AR and VR adds another layer of innovation. Post-COVID, virtual connectivity has grown exponentially, enabling live music events where audiences can simultaneously listen, watch, and interact. AR allows for personalized and interactive product experiences, such as virtual product trials during a music event, or enabling real-time sales while engaging with music content.

These advancements also open doors for deeper artist-audience engagement. Imagine connecting with your favorite artist from across the country in a virtual space—it’s now possible. The opportunities for brands to use technology in creating meaningful, immersive, and interactive campaigns are truly endless.

From enabling smarter advertising to offering unique brand experiences, technology is undeniably a game-changer for the future of brand and music partnerships, benefiting both brands and audiences alike.

Q4. As the live music industry continues to boom, and concerts increasingly become platforms for brand collaborations with artists, what is your perspective on how distinct brand collaborations will evolve in the future?

The opportunities for brand collaborations in the live music industry are immense. As I mentioned earlier, the shift towards digital over the years has provided a foundation for the Gen Z audience to fully leverage the diverse social, cultural, and global connectivities available today. This generation thrives on these connections, and brands can capitalize on this dynamic by collaborating with artists and building long-term associations.

I believe brands should identify artists who resonate with their values and ethos, aligning with the brand’s core insights. Supporting artists in their journey not only creates meaningful partnerships but also strengthens the emotional bond between the brand and its audience.

The regional music landscape in India presents another massive opportunity. We've seen the exponential growth of Punjabi music and the rise of multilingual movies, where the same song resonates across different languages. By tapping into these regional and cultural elements, brands can create personalized campaigns that foster a deeper emotional connection with their audiences.

For example, brands can highlight the lifestyle or cultural nuances of a region through music collaborations, making their campaigns more relatable and impactful. This builds an emotional bridge between the brand and its target audience while leveraging the goodwill and fanbase of the artist.

Additionally, understanding the overlap between a brand's target audience and an artist's fanbase can unlock multiple avenues for engagement. Brands can design campaigns that seamlessly blend their messaging with the artist’s narrative, creating authentic and memorable experiences for their audiences.

In essence, live music and brand collaborations are a win-win opportunity. By partnering with artists, brands can build goodwill, amplify their reach, and engage audiences on a more personal and emotional level, all while supporting the artists’ journeys and creative growth.

Q5. Can you share an example of a music initiative or app that you find most impactful and intriguing, rather than just a personal favourite? Something that resonates strongly with you as a listener or viewer?

Oh, I think one of the most impactful examples would be Coke Studio. It has been running for multiple seasons over the years and continues to be a standout initiative. As a listener, it’s fascinating to experience songs presented in such a unique and fresh light. The videos are crafted differently, offering a sensory experience that goes beyond just listening to the music.

The music itself is phenomenal, showcasing incredible artistry and cultural diversity. And then there’s the brand association—Coke Studio is synonymous with Coca-Cola. It's not just a generic music platform; it’s inherently tied to the brand. For anyone who listens to it or is a fan, it will always be Coke Studio.

To me, this is an impactful campaign that perfectly combines brand identity with music innovation, creating something timeless and memorable. It’s a great example of how a brand can resonate deeply with audiences through music.

Q6. How do you see the music business and the music advertising industry evolving over the next five years?

The music business in India is poised for significant growth. Over the past few years, it has been expanding at an impressive rate of around 12.5% to 15% year-on-year. From 2019 to now, the industry has experienced strong double-digit growth, and this momentum shows no signs of slowing down.

One key driver of this growth is the rise of streaming platforms, which have made Indian music accessible to global audiences. For example, tracks available on platforms like Spotify are now being heard by listeners in Canada, the UK, and the US, creating additional revenue streams from international markets. If the music content is compelling and resonates globally, the revenue potential increases significantly.

In addition to streaming revenues, brand collaborations and advertising revenues are expected to play an increasingly vital role. With the digital age providing wider access to smartphones and data, the industry is witnessing a shift from free consumption to paid premium subscriptions.

For instance, the number of paid subscriptions has already grown significantly—from about 5 million to 7.5 million in just two to three years—and is projected to reach 30 to 40 million in the coming years. This shift indicates a transformative evolution in the subscriber base and revenue streams.

Overall, the next five years will bring exciting changes, with strong growth in global reach, brand partnerships, and paid models. These developments will not only enhance revenues but also reshape the industry’s dynamics.