On World Music Day, exchange4media and Loudest.in sparked urgent conversations on how AI, sonic branding, and evolving monetisation models are reshaping the Indian music industry.
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On the occasion of World Music Day, exchange4media and Loudest.in convened a series of sharp, forward-looking conversations that went far beyond celebration. While keynote addresses explored the emotional power of music and the evolution of sonic branding, it was the panel discussions that cut straight to the realities, and dilemmas, shaping the future of the Indian music business.
These panels brought together industry leaders from across the spectrum, streaming platforms, labels, rights organisations, and artists, who tackled urgent questions around artificial intelligence, fair monetisation, copyright, and branding in an increasingly audio-first world.
The Democratisation of Music Through AI
In a session featuring Gaurav Dagaonkar, CEO of Hoopr, and Sheveeta Hegde, Head of Brand Solutions at times Music, the conversation turned to artificial intelligence and its growing impact on how music is created and consumed.
Dagaonkar explained that platforms like Hoopr are already using AI to help creators navigate the increasingly complex world of copyright-safe music. “There’s a whole generation of creators who don’t even consider traditional licensing models,” he said. “We need systems that are fast, flexible, and creator-first.”
Hegde echoed this sentiment, pointing out that AI is not just a tool, it’s an equaliser. “AI-powered tools are helping independent artists produce, distribute, and monetise their music faster than ever before. That’s a game-changer for access.”
Monetisation and the Moral Code
But with that acceleration comes complexity. Anurita Patel, EVP and National Programming Head at Radio City, urged the industry to look closely at fairness. “Just because AI can create a song in 30 seconds doesn’t mean the artist should be left uncompensated,” she said. Her remarks underscored the need for new policy frameworks that evolve alongside new technologies.
Sheveeta Hegde added that current revenue models, especially in streaming, need a rethink. “We can’t base royalties only on consumption metrics anymore. We must start valuing cultural impact, niche artistry, and longevity.” A hybrid model, she proposed, could help better distribute income among both emerging and established artists.
Building Brand Memory Through Sound
The rise of sonic branding emerged as another strong theme. Shaju Ignatius, Chief Evangelist at Laqshya Media Group, pointed out that brands are now more remembered by their sound than their taglines. “Think about Intel, Netflix, or even Zomato. Their audio cues are part of our daily lives.”
Shubhangi Tewari, singer-songwriter and composer, expanded the scope: “It’s not just about a catchy jingle anymore. It’s about building entire audio ecosystems. There’s rising demand for custom sonic identities, not just in ads, but across apps, events, and smart devices.”
The panelists noted that sonic branding offers new monetisation pathways for musicians and composers, especially in an era where consumers often engage with content through headphones and smart speakers rather than screens.
Finding Harmony Between Innovation and Ethics
Across all discussions, one theme cut through: the need for frameworks that protect creativity while encouraging innovation. Whether it’s AI-generated music, brand-owned soundscapes, or evolving listener habits, the tools of the trade are changing fast. But without ethical guardrails, the risk of exploitation, especially of independent artists and small creators, remains high.
Moderator Ojasvi Kapoor closed the session with a call for collective conscience. “The business of music is getting louder, faster, and smarter. But it’s our shared responsibility to ensure it also becomes kinder and more inclusive.”
As the curtains fell on this special World Music Day initiative, one truth stood tall,India’s music industry stands on the cusp of tremendous change. But its future won’t just be defined by algorithms or innovation. It will depend on the industry’s ability to blend technology with tradition, commerce with conscience, and platforms with purpose.
That, perhaps, is the new harmony music must strive for.