Cornerstone launches music vertical with Raja Kumari as first artist

MUMBAI: Cornerstone is tuning into a new beat with the launch of Cornerstone Music, its artist and music talent management vertical, with two-time Grammy nominee Raja Kumari joining as its first artist.

The new division marks Cornerstone’s entry into artist and music talent management and will focus on discovering, developing and representing talent across the music ecosystem. Punjabi hip-hop rapper Quake, based in Bengaluru, has also joined the initial roster, with more signings expected to follow.

Raja Kumari, a rapper, singer and songwriter, is known for blending Indian influences with contemporary hip-hop and global sounds. Her signing marks the first step in Cornerstone Music’s plan to identify and nurture artists at different stages of their careers.

Cornerstone Music will focus on developing artists, songwriters, composers and producers rather than only representing established names. The vertical also plans to invest in new music, original songs and music-related intellectual property.

The agency said its approach will span the full career lifecycle, with services across music, content, brand partnerships, live entertainment, film, digital and the wider culture ecosystem.

The vertical also plans to explore AI-assisted tools that can reduce the cost of music creation for emerging artists. These tools could provide more accessible options for writing, composing and producing music, enabling newer talent to create and showcase their work without significant upfront budgets.

Cornerstone CEO Bunty Sajdeh said, “Music has always been the missing piece for us. We’ve spent years building careers in sport and entertainment by backing people before the world catches on, and that’s exactly the instinct we’re bringing to Cornerstone Music. Signing Raja Kumari as our first artists isn’t a coincidence, it is exactly the kind of talent this vertical was built for.”

Raja Kumari said the partnership comes as she marks 10 years in the music industry and looks to expand her work globally.

“I’ve always believed in the power of India to the World. Joining forces with Cornerstone Music feels like the right fit as I celebrate 10 years in the music industry. I’ve always wanted to work with an agency that truly understands how to push the envelope and stay true to the vision. Cant wait to work together and take my brand to the next level! New Album, new direction…this is just the beginning!” she said.

The initial roster also includes Quake, a Bengaluru-based Punjabi hip-hop rapper whose music combines classic hip-hop influences with contemporary commercial production and Punjabi identity.

With Cornerstone Music, the agency is expanding its existing talent management approach into music, while creating a platform for artists to build careers across entertainment, brands and culture.