Arihant Hemendra Elevated To Assistant Manager, Brand Partnerships At Sony Music India

Arihant Hemendra has announced his transition to a new role within Sony Music Entertainment India, joining the company’s Brand Partnerships team as an Assistant Manager after completing one year at the label.

Sharing the update on LinkedIn, Hemendra reflected on his journey in the music industry and offered a behind-the-scenes glimpse into the world of brand partnerships.

Describing life at a music label, he wrote that conversations often revolve around songs, artists, concerts and culture. However, he noted that his role extends beyond music, focusing on building meaningful collaborations between brands and artists.

Calling the job a form of “corporate matchmaking,” Hemendra said brand partnerships involve convincing brands that they need artists, artists that they need brands, and ensuring every collaboration feels culturally relevant rather than transactional. “Half the job is asking, ‘Does this feel culturally relevant?’ The other half is explaining why simply putting a logo on something isn’t,” he wrote.

He also highlighted the fast-paced nature of the role, which involves pitch decks, trend reports, artist calls, campaign brainstorming sessions and navigating extensive rounds of feedback. Reflecting on the experience, he remarked that the process often teaches two lessons: “Nobody knows what they want” and “You need to give them what they want.”

Despite the challenges, Hemendra said he enjoys having a front-row seat to music’s evolving role in culture. “I like having a front-row seat to watch music become more than just something people listen to but a moment people actually want to be a part of, a feeling they want to feel,” he shared.

The move comes as music labels continue to deepen their focus on brand partnerships, with collaborations between artists and brands becoming an increasingly important driver of marketing, fan engagement and cultural impact.

Hemendra will now serve as Assistant Manager in Sony Music Entertainment India’s Brand Partnerships team, where he will work on creating strategic collaborations between artists and brands.