Warner Music India Expands ASER Division To Boost Artist Development And Brand Partnerships

Warner Music India has announced the strategic expansion of its Artist Services & Expanded Rights (ASER) division, strengthening its capabilities as a full-spectrum music and entertainment company. The move is aimed at accelerating artist development while expanding opportunities across management, A&R, live touring, brand partnerships, and expanded rights.

The enhanced ASER division will focus on building long-term careers for artists by creating an integrated ecosystem that extends beyond traditional recorded music. As music increasingly intersects with brands, sports, live entertainment, and creator-led content, the division will work to help artists diversify their revenue streams and expand their global presence.

One of ASER's recent cross-border successes was the collaboration between Sting Energy and Alan Walker on The Sting Within Me. Inspired by Formula 1, the track debuted live at the Barcelona Grand Prix in partnership with Sting Energy and crossed one million streams on Spotify within a week of its release.

Live entertainment remains a key growth area for the division, with Warner Music India planning to scale concerts, festivals, and touring opportunities across India and international markets while developing new music-led intellectual properties for both physical and digital audiences.

Working closely with Warner Chappell Music India, ASER will also strengthen opportunities across sync licensing, publishing, and international creative collaborations, enabling artists to maximise the value of both their recordings and compositions.

The division has already delivered several high-profile campaigns, including artist integrations for the Women's Premier League featuring Ayushmann Khurrana, Shruti Haasan, Jonita Gandhi and Hanumankind. It has also executed brand collaborations such as Jameson with King and Sanjith Hegde, as well as Darshan Raval's partnership with Dubai Tourism. Most recently, the division secured a premium endorsement deal that named Darshan Raval as the face of Sony India's premium audio portfolio.

Commenting on the expansion, Jay Mehta said, "Artists are building brands, shaping culture, and creating value across multiple touchpoints. This expansion reflects our commitment to building a truly integrated ecosystem, one that supports artists to unlock new opportunities, add value to their careers, and build lasting cultural and commercial impact in India and beyond. Our ASER team is here to help turn brilliant talent into global superstars."

Anisha Gaba added, "ASER was built on the belief that artists deserve an ecosystem, not just a release plan. By bringing together developing emerging talent, forging global collaborations, producing live experiences, securing sync opportunities and establishing brand platforms with staying power, the division focuses on creating meaningful opportunities that support every stage of an artist's journey. Our goal is to build culturally relevant platforms that strengthen careers, expand audiences, and create lasting value for both artists and partners."

With India continuing to emerge as one of the world's fastest-growing entertainment markets, Warner Music India said the expanded ASER division will play a key role in creating new opportunities for artists, brands, and creators while driving long-term cultural and commercial growth.