Kazi opened with a recap of the past year’s breakthrough moments in Indian music: Diljit Dosanjh at Coachella, Anuv Jain and Prateek Kuhad’s sold-out shows, Karan Aujla’s global headphone deal.
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On World Music Day, June 21, Loudest.in and exchange4media hosted a thought-provoking webinar that culminated with a powerful closing keynote from musician, producer, and brand consultant Hamza Kazi. Speaking on the topic “The Future of Music and the Importance of Branding”, Kazi delivered a rapid-fire yet deeply reflective talk that pulled no punches,touching on AI, authenticity, monetisation, indie fandom, and the non-negotiable value of artist identity in the next era of Indian music.
“It doesn’t cost a lot to be a fan,but it can change everything,” he said, echoing Universal Music India Chairman Devraj Sanyal’s earlier remarks. Calling on Indian consumers to shift from free to paid models, Kazi stressed that even Rs 99 a month could make a meaningful impact on the industry’s sustainability.
From Coachella to Coimbatore: The Rise of Indian Music, Globally:
Kazi opened with a recap of the past year’s breakthrough moments in Indian music: Diljit Dosanjh at Coachella, Anuv Jain and Prateek Kuhad’s sold-out shows, Karan Aujla’s global headphone deal, and Bloodywood’s sold-out metal tour across Europe and the U.S.
“These aren’t isolated wins,” Kazi said. “They’re signs that Indian music is no longer ‘emerging’,it’s arrived. But to scale, we need deeper infrastructure and smarter thinking.”
Indie Will Rise, But It Needs Roots:
As India enters what Kazi called a “transitionary phase,” he projected that independent artists will flourish, but only those who understand branding, fandom, and storytelling.
“Marketing doesn’t break songs. Fans do,” he said. “Spend on discovery, but don’t confuse listeners or followers with fans. Fans buy tickets, wear your merch, share your songs, and fight for you.”
In his eyes, the future of Indian music will rely on artists building strong, distinct personas. “You need a one-line intro,something fans can use to introduce you to their friends. That’s your artist identity. That’s your brand.”
Embrace AI,But Don't Lose the Soul:
Kazi didn't shy away from the complex conversation around AI in music creation. While acknowledging its potential to reduce production costs,especially crucial for indie artists,he issued a clear warning: “Just because you can put out a song in an hour doesn’t mean you should.”
He advocated for AI as a collaborator, not a replacement, sharing that he still gets called to play live drums because brands and artists crave the human touch. “There’s still demand for emotional, live, human-made music,don’t lose that in the tech race.”
Artist as Brand, Brand as Platform:
For brands, the rules have changed. “Brands don’t want artists who just sing well,they want artists who can move people, who have communities, not just audiences,” said Kazi. Artists, in turn, must learn to operate as brands,with consistency across content, performances, and social platforms.
He also pointed to how this branding evolution could change live performance culture in India. With government and private initiatives building better music venues, especially in Tier 2 and 3 cities, and college circuits once again favouring indie acts, Kazi predicted a revival of the touring ecosystem, an essential part of monetisation and fandom building.
Perhaps the most emphatic message of Kazi’s keynote was a rejection of imitation. “Don’t become the next Divine. Don’t become the next Anuv Jain. Become the first you. That’s how you build loyal fans who stay with you forever.”
He closed with a quote from Jurassic Park,“Your scientists were so preoccupied with whether or not they could, they didn’t stop to think if they should”—to warn against the “quantity-over-quality” approach now plaguing music creation.
Instead, Kazi urged artists to refine their work, tell emotional stories, and never forget that music lives forever once released. “The next five years are going to define us,” he said. “And if we get this right,if we blend branding, tech, and truth—we can take Indian music to the world, on our own terms.”