Virtuoso Music Enters Indian Music Market With Creator-First Approach

The Indian music industry continues to attract global interest, with UK-based Virtuoso Music announcing its entry into the country as part of its first expansion into South Asia. The company plans to establish a full-service music business spanning original music production, artist development, rights management and global distribution.

Launching with an integrated model across the music value chain, Virtuoso will focus on creating and managing original content while supporting talent development and worldwide music distribution. The company has already begun producing music in Hindi, Punjabi, Tamil and Telugu, with its first releases expected in early 2027.

Unlike a traditional distribution-focused approach, Virtuoso said it will operate with a creator-first model aimed at aligning the long-term interests of artists, collaborators and business partners, while fostering sustainable creative partnerships.

“India has an extraordinary depth of musical talent across languages, genres and generations. We’re here to work alongside that talent and build something of real and lasting value together,” said Andrew Smith, Head of Digital Strategy at Virtuoso Music.

The move comes as India's recorded music sector continues to grow rapidly. According to the FICCI-EY Media and Entertainment Report 2026, the music industry expanded 10% in 2025 to reach Rs 5,900 crore and is projected to grow at a 9% CAGR through 2028, taking the market to nearly Rs 7,500 crore. India also recorded around 178 million audio streaming users in 2025, fuelled by increasing streaming adoption, a mobile-first audience and rising demand for regional-language music.

In addition to artist development, Virtuoso plans to invest in marketing and release campaigns, while pursuing sync licensing, brand partnerships and international opportunities to help Indian music reach wider global audiences. The company will also provide catalogue management services for existing rights holders.

“We believe the future of the music ecosystem lies in ensuring that the people who create music have a genuine share in the success of their work,” said Sahaj Miya, Head of New Business & Music at Virtuoso Music.

Virtuoso Music said it will unveil its first roster of artist and industry partnerships in the coming months as it establishes its presence in India's rapidly evolving music market.