Universal Music India Partners With first.wav For Global Distribution Of Indian Indie Music

Universal Music Group’s Indian division, Universal Music India, has announced an exclusive global distribution agreement with first.wav, a rapidly emerging music company focused on empowering India’s independent artists.

Under the partnership, Universal Music India will distribute music from first.wav’s roster of artists worldwide, strengthening the reach of Indian independent music across international streaming and digital platforms.

The collaboration marks a major milestone for first.wav as it continues to expand its role in India’s evolving indie music ecosystem. Through access to Universal Music India’s global distribution infrastructure, the company aims to accelerate opportunities for independent artists while broadening the international visibility of Indian repertoire.

first.wav has built a growing digital ecosystem that includes a playlist network with more than 400,000 followers, alongside social media communities exceeding 300,000 followers combined. The company operates across artist management, distribution, marketing, and creative development, positioning itself as a full-service platform for independent musicians.

Founded by singer-songwriter and A&R executive Raghav Meattle, first.wav has focused on creating artist-first infrastructure that allows musicians to concentrate on creativity while receiving support in areas such as branding, marketing, and audience development.

“Independent music in India is at a tipping point,” said Meattle. “Our goal is to build the environment that allows artists to focus on what they do best, create. Whether it’s through management, marketing, or distribution, we’re creating an ecosystem that supports artists at every stage of their journey. This partnership is just the next step towards shaping the future of Indian indie music.”

The company has already supported the growth of several emerging artists, including gini, Divyam Sodhi, Bharath, Khwaab, Samad Khan, and actor-musician Kunal Kemmu.

According to Sanujeet Bhujabal, the agreement aligns with Universal Music India’s broader strategy of supporting diverse talent across the country’s music landscape.“Artistry is central to the culture of Universal Music India, where we discover, nurture, enable and celebrate the craft of artists across India,” Bhujabal said. “We want to make sure that artists from across the spectrum of Indian music have access to the tools and expertise they need to succeed. Partnering with an artist-forward music company like first.wav, with its rich ecosystem that supports artists from across the indie community, is a natural fit.”

In addition to its distribution and marketing initiatives, first.wav is also investing in physical infrastructure with the development of a dedicated music and video studio in Mumbai. The facility is expected to provide production resources and collaborative space for artists working within the company’s network.

The agreement reflects the growing momentum of India’s independent music sector, as labels and artist-focused companies increasingly invest in scalable platforms designed to support emerging talent both domestically and globally.