UK-Based Virtuoso Music Launches India Operations with Creator-First Model

London‑based Virtuoso Music opened a new chapter in India’s fast‑growing music market on 4 July 2026, announcing a launch that will eschew the traditional record‑label model in favour of a bundled, creator‑first service.

The company will bundle original music production, artist development, rights management, catalog services and distribution for Indian creators. The move comes after India’s recorded‑music market expanded 10 % in 2025 to ₹59 billion (≈$618 million) and is projected to reach nearly ₹75 billion (≈$786 million) by 2028, according to the FICCI‑EY Media and Entertainment Report 2026. In 2025, audio streaming reached 178 million users, while digital licensing accounted for 58 % of music revenues—an increase of only 2 % from the prior year.

Independent, non‑film music now generates 43 % of all streams in India, with Hindi content dominating at 59 % of total consumption. Streams in Punjabi, Tamil and Telugu are rising at 8.83 %, 7.32 % and 6.16 % respectively, signalling a shift toward regional catalogs.

Virtuoso’s approach mirrors recent moves by other global players. Warner Chappell Music launched a direct publishing operation in India in April, replacing a sub‑publishing model to give Indian songwriters dedicated rights‑management and licensing services. Warner Music Group has also broadened its regional network through investments and partnerships.

The company plans to produce original music in Hindi, Punjabi, Tamil and Telugu, with releases slated for early 2027. In addition to production, Virtuoso will offer catalog management for existing rightsholders, marketing support, distribution, sync licensing and brand partnerships. “India has an extraordinary depth of musical talent across languages, genres and generations. We’re here to work alongside that talent and build something of real and lasting value together,” said Andrew Smith, Virtuoso’s Head of Digital Strategy.

Sahaj Miya, the firm’s Head of New Business & Music, added that the approach is rooted in the belief that creators should share in the success of their work. The statement was released in a company announcement and has not been independently verified beyond the company’s own communication.

India’s market is already dominated by Universal Music Group, Sony Music Entertainment and Warner Music Group, alongside a growing number of independent domestic labels. Virtuoso has not yet named any artists or industry partners, but said it will announce its first Indian artist and industry partnerships in the coming months, providing a first real test of its model.

At present, Virtuoso’s India operation remains a strategic expansion. Its success will hinge on navigating a crowded market, building relationships with regional talent and competing against established players that have heavily invested in local infrastructure.

The launch underscores a broader trend in the Indian music industry: a shift away from film‑centric revenue toward independent, regional and creator‑centric models that emphasize rights ownership, licensing and global distribution. The coming months will reveal whether Virtuoso’s integrated, creator‑first approach can gain traction in one of the world’s fastest‑growing streaming markets.