Tanya Chhabra Elevated As AGM – Streaming Partnerships At Universal Music Group

Tanya Chhabra has announced her new role at Universal Music Group as AGM – Streaming Partnerships for OST & South Label Cluster, marking another key executive movement in India’s evolving music streaming ecosystem.

Sharing the update through a LinkedIn post, Chhabra said she was “happy to share” that she is beginning a new position with the global music major. In her new role, she is expected to work closely on streaming collaborations and partnerships across original soundtracks (OST) and the South Indian label cluster, areas that continue to witness strong digital consumption growth in the country.

The appointment comes at a time when regional music and soundtrack-led streaming are becoming increasingly central to audience engagement strategies for music labels and digital platforms alike. South Indian music, in particular, has emerged as a major driver of streaming numbers across platforms, aided by the growing nationwide popularity of Tamil, Telugu, Malayalam, and Kannada film music.

Industry observers note that strategic partnerships between labels and streaming services are now playing a critical role in music discovery, playlisting, audience targeting, and catalogue monetisation. Chhabra’s move further highlights the growing importance of dedicated leadership around regional and soundtrack-focused streaming operations.

Universal Music Group has been steadily expanding its footprint in India across regional repertoire, artist development, and digital-first music strategies as competition within the country’s streaming market intensifies.