Kshitij A Madan Completes Five Years At Sony Music, Reflects On International Artist Marketing

Kshitij A Madan has marked five years at Sony Music, reflecting on his journey across international artist marketing, fan development and the creation of StampEight.

Madan, who currently serves as Senior Manager – International Music, took to LinkedIn to look back on the milestones, campaigns and learnings that have shaped his five-year journey with the music company.

During his tenure, Madan has worked across international artist marketing, StampEight and fan development, experiences that eventually led him into a new role within the organisation.

A key highlight of his journey has been building StampEight, Sony Music’s platform focused on vinyl and merchandise. Madan described the experience as particularly special, highlighting the opportunity to work on vinyl and merchandise for legendary artists including Led Zeppelin, Pink Floyd and Metallica.

Another campaign he highlighted was the India visit of international pop artist Tyla, which saw the team build a strong cultural connection around her presence in the country.

As part of the campaign, Tyla was styled in a bindi and a custom sari ensemble designed by Nancy Tyagi, with Madan crediting Ayush Tiwari for his support. The campaign evolved into a wider cultural moment, generating 300 million-plus social reach, 140 million-plus earned media reach and over 44 million views across three Nancy Tyagi posts.

Tyla also shared five feed posts during the campaign, which Madan noted was the highest number for any country during her Asia tour. Her track Chanel subsequently peaked at No. 113 on Spotify’s Top 200 chart.

For Madan, however, the campaign’s biggest takeaway went beyond the numbers. He emphasised the impact of an artist genuinely engaging with the local culture and audience, noting that Tyla embraced the people and the moment, ultimately earning the affectionate tag of the “Baddie Beti of India.”

Reflecting on his five years at Sony Music, Madan thanked his collaborators and colleagues, including Samarth, Ayushi, Lubna, Meghana, Arjun and Vinit, for their support throughout the journey.

“Five years, a lot of learnings, very exciting times, and much more ahead,” Madan wrote as he marked the milestone, signalling the next chapter of his career within Sony Music.