Universal Music India has teamed up with First.wav on a global distribution agreement for Indian independent artists.
“The partnership strengthens First.wav’s ability to grow the reach of independent Indian artists and repertoire around the world through access to global platforms and new skillsets,” said a statement. “This collaboration marks a significant step forward in First.wav’s journey to scale India’s independent music movement.”
The agreement builds on First.wav’s existing digital ecosystem, which includes a playlist network reaching over 400,000 followers, alongside social media platforms with a combined following of more than 300,000.
First.wav’s operations span artist management and music distribution, as well as marketing via its in-house network.
Its roster of artists include Gini, Divyam Sodhi, Bharath, Khwaab, Samad Khan and actor-musician Kunal Kemmu.
This partnership is just the next step towards shaping the future of Indian indie music
Raghav Meattle
“Independent music in India is at a tipping point,” said Raghav Meattle, founder of First.wav. “Our goal is to build the environment that allows artists to focus on what they do best – create. Whether it’s through management, marketing or distribution, we’re creating an ecosystem that supports artists at every stage of their journey. This partnership is just the next step towards shaping the future of Indian indie music.”
Sanujeet Bhujabal, MD, Universal Music India and South Asia, said: “Artistry is central to the culture of Universal Music India, where we discover, nurture, enable and celebrate the craft of artists across India. We want to make sure that artists from across the spectrum of Indian music have access to the tools and expertise they need to succeed. Partnering with an artist-forward music company like First.wav – with its rich ecosystem that supports artists from across the indie community – is a natural fit.”
Additionally, First.wav is investing in physical infrastructure with the development of a dedicated music and video studio in Mumbai. This space offers their artists production capabilities, providing opportunities for collaboration.
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