Music and Youth
Universal Music India partners with REPRESENT to empower independent artists
Mumbai: Universal Music Group India (UMGI), a division of Universal Music Group (UMG), the world leader in music-based entertainment and REPRESENT, a pioneering Indian independent talent management company, have announced a strategic partnership to accelerate the opportunities available for its artists. Under the leadership of Founder and CEO, Aayushman Sinha and its energetic team, REPRESENT has quickly earned a reputation for shaping the future of Indian pop culture, while nurturing independent artists to achieve global recognition.
Through the strategic collaboration, REPRESENT’s talented roster will gain access to UMG’s global footprint across distribution, publishing, brands and more, directly facilitating the growth and reach of their artists worldwide, empowering REPRESENT’s artists to create more music and an expanded ecosystem to foster their creativity. Some of the REPRESENT artists who will be distributed and supported under this strategic partnership include Anuv Jain, MC Stan, Zaeden, Lost Stories, Yashraj, Hanita Bhambri, Akanksha Bhandari, Kamakshi Khanna, Saahel, Savera, Kayan, OAFF and Jai Dhir.
The companies will work together on artist development, fan engagement and more. The alliance leverages the creative synergies, united in their commitment to push boundaries and support established, as well as emerging talent and help introduce new Indian music culture to a global audience.
This partnership between UMGI and REPRESENT, symbolises another major milestone for the growth of Indian artists, combining REPRESENT’s blueprint for talent development with UMG’s expertise to develop artistry and elevate the independent music scene in India.
In making the announcement, Universal Music India & South Asia chairman and CEO Devraj Sanyal said, “We are delighted to announce this new strategic partnership with REPRESENT. Our combined efforts will empower their artists and fuel their creativity, help inspire audiences worldwide, and elevate Indian music to new heights. With REPRESENT’s visionary approach and UMG’s global network and support, we are confident this collaboration will help shine a spotlight on some of India’s most exciting young talent.”
REPRESENT founder and CEO Aayushman Sinha enthused his thoughts on the partnership, “Having worked with Universal Music Group across quite a few of our artists’ releases in the past and have been fortunate to be aligned in our thoughts to elevate the overall music industry and provide a platform for Indian artists to take their music global. This partnership is a step closer to achieving that. We bring some of our ace independent artists to the table as part of this deal and UMG brings its extensive resources and expertise – together driving the future of music. So excited to start this new chapter and I can’t wait to see where we go from here on.”
Universal Music Group India EVP & Head of Content Sanujeet Bhujabal said, “This partnership signifies another milestone for the Indian music community. With REPRESENT’s impressive roster of artists and UMG’s vast expertise, we are poised to create new opportunities for their artists to resonate with millions of music fans worldwide. Together, we will push the boundaries of innovation and help foster a thriving ecosystem for artists in India.”
In recent years, UMGI has led the Indian music market in reflecting the diversity of genres and languages of music within the country. This strategic partnership with REPRESENT, alongside previously announced partnerships with Desi Melodies & TM Ventures, and the success achieved by UMG’s own VYRL labels, has transformed and kickstarted a new wave of original artist content that is captivating India’s music fans and charts, and further underscores UMG India’s ambition to help shape the artist ecosystem, whilst supporting the independent music scene and vibrant music culture in India.
MUMBAI: Mumbai is about to witness something it has never seen before. The Global Youth Festival arrives on 6-7 December at Jio World Garden with 15,000 attendees and 60-plus experiences sprawled across six sprawling arenas. On its sixth edition, this is no ordinary jamboree—it is a carefully orchestrated collision of wellness, adventure, arts, music, yoga and social change.
Chief Minister of Maharashtra Devendra Fadnavis will throw open the proceedings with a landmark ceremony, signalling the state’s backing for a movement that has already mobilised youth across 20-plus countries and 170-plus cities. The sheer scale is staggering: 500-plus volunteers powering the machine, 600,000-plus volunteer hours logged across previous editions, and millions of lives touched annually.
The speaker roster is formidable. Diipa Büller-Khosla and Dipali Goenka, chief executive of Welspun India, will share the stage with Malaika Arora in conversations spanning leadership, creativity and culture. Union Minister for Sports and Youth Affairs Mansukhbhai Mandaviya will also attend, reinforcing GYF’s reach into the corridors of power.
But this is not mere talk. The Solaris Mainstage promises concerts from renowned Indian artists. Innerverse delivers a 360-degree LED spectacle of art, technology and sound. The Love and Care Arena houses hands-on projects spanning women’s empowerment, child education, rural upliftment and animal welfare. India’s largest outdoor sound-healing experience awaits. An inflatable obstacle course, neon drifter karts and open-sky bouldering cater to thrill-seekers.
Some have branded GYF the “Coachella of Consciousness.” Others call it “India’s Largest Sober Festival.” Spiritual visionary Pujya Gurudevshri Rakeshji, who inspired the festival, will deliver the Wisdom Masterclass. Every rupee goes to charity.
After Mumbai comes Kolkata on 14 December. New York looms next year. For one weekend in December, Mumbai becomes the epicentre of youth-driven change—and nothing will be quite the same after.
Tickets available on BookMyShow. Visit youthfestival.srmd.org or follow @globalyouthfestival on Instagram.
