Believe India Elevates Akhila Shankar As Director Of Artist Services For India & South Asia

Global music company Believe has elevated Akhila Shankar to head its Artist Services business across India and South Asia, marking a significant leadership move in one of the world’s fastest-growing music markets.

Shankar, who currently leads TuneCore India and South Asia, will assume the new role with immediate effect while continuing to oversee TuneCore’s regional operations. Based in Mumbai, she will focus on artist development, strengthening partnerships, expanding local capabilities, and enabling artists to scale both regionally and globally.

The appointment comes as Believe deepens its investment in the region, where independent artists are increasingly shaping music consumption and cultural trends.

The transition follows the departure of Shilpa Sharda, Director of Artist Services at Believe India, who is moving on after 12 years with the company. Believe acknowledged her contributions and leadership, wishing her success in her future endeavors.

Speaking on her new role, Shankar said the experience of building TuneCore in India has been instrumental in shaping her perspective on supporting independent artists. She emphasized her focus on creating more connected pathways for artists,from discovery to development,while enabling long-term, sustainable careers.

Vivek Raina, Managing Director of Believe India, noted that the evolving music landscape in the region requires a strong ecosystem to support artists at every stage. He added that Shankar’s market insight and execution capabilities position her well to lead the next phase of growth for the company’s Artist Services division.

Shankar has been pivotal in expanding TuneCore’s presence across the region, helping independent artists access global distribution while retaining control of their rights. The platform today hosts releases from artists such as Ritviz and Talwiinder, as well as collaborations with Famous Studios, including projects with Diljit Dosanjh.

Meanwhile, Believe’s Artist Services arm has supported the growth of artists like Sanju Rathod, Cheema Y, and Gur Sidhu, playing a key role in their development journeys.

With this leadership transition, Believe aims to further strengthen its artist development ecosystem and accelerate growth opportunities for independent talent across India and South Asia.