"The Music Industry Is Becoming Fan-Centric, And Tech Is Key For Independent Artists To Stand Out" – Akhila Shankar

India’s pioneering multidisciplinary conference, RISE//DEL, has made a powerful comeback, uniting changemakers from the creative industries, music business, and startup ecosystem for another transformative season. Held at The Auditorium, DLF Cyber Park, Gurugram, from March 11-13, the event brought together over 70 influential speakers across 20 panels, four workshops, and three keynotes, fostering an unparalleled environment for artists, entrepreneurs, and industry professionals to connect, collaborate, and shape the future.

One of the most anticipated sessions was a keynote by Akhila Shankar, Head of TuneCore, India and South Asia, titled “Building Your Fandom: How to Find Your First Fans.” Her session explored the psychology behind fandom and how artists can cultivate lasting connections with their audience.

The Art of Fandom: Beyond Music, Creating Emotional Impact

Shankar emphasized that the key to an artist’s success is not just making great music but forging emotional connections with their listeners. “We have a brand called Fandom, where we analyze the psychology of fans. Artists who develop cult-like followings do so by making their fans feel good about themselves,” she shared. Quoting the legendary Maya Angelou, she added, “People will forget what you said, but they will never forget how you made them feel.”

With the rapid rise of independent music and streaming platforms, building a loyal audience is more crucial than ever. Shankar highlighted a striking statistic: 2.6 million songs released in 2024 were heard by enough fans to generate revenue, while 47 million songs were actively streamed and loved by listeners. “The real problem in the music industry is not an excess of content; it’s the challenge of connecting artists with the right fans,” she pointed out.

Bridging the Gap: Tech-Driven Solutions for Artists

The digital age presents both opportunities and challenges for emerging musicians. With over 2.2 billion people worldwide consuming music across platforms, the potential for audience growth is immense. Shankar highlighted Spotify’s Discovery Mode, TuneCore Accelerator, and other AI-driven music tech innovations as key solutions being developed to bridge the gap between artists and their potential fans.

“Think about your fans when you put out music,” she advised. “The industry is shifting towards fan-centricity, and leveraging technology effectively is essential for independent artists looking to carve out their space.”

RISE//DEL: A Hub for Innovation and Creative Disruption

The conference has once again proven itself to be a crucial meeting ground for visionaries across industries, fostering dialogue on the intersection of music, media, technology, and business. By facilitating high-impact conversations, RISE//DEL continues to push the boundaries of innovation and creativity in India’s dynamic entertainment landscape.

As the event concludes another successful edition, the insights shared—particularly on the evolving relationship between artists and fans—will undoubtedly shape the future of the music industry, offering independent creators new pathways to success in an increasingly digital world.