India has long been a priority for Warner Music Group, as evidenced by the number of M&A deals struck by the company in the market.
WMG’s moves in India include a strategic investment in JetSynthesys’ Global Music Junction in April 2024.
It also acquired India-based artist management and live events company E–Positive in October 2023 and bought a majority stake in digital media and music company Divo in February 2023.
Now Divo Music, which has over 4.2 million YouTube subscribers and is claimed by Warner to be “one of India’s leading music and content enterprises”, has launched a new label dedicated to independent music in the market.
Via Loopd, with Warner Music Group’s backing, Divo aims “to discover, empower, and amplify fresh talent from across the country,” serving as “a launchpad for authentic voices and original sounds from India to the world”.
According to the companies, Loopd will be “backed by Warner Music Group’s global expertise, distribution network, and market reach”.
“Loopd will allow its artists to access international audiences while remaining rooted in their independent spirit,” the companies added in a statement.
Warner and Divo noted that the launch comes at “a pivotal time when non-film and independent music is experiencing rapid growth in India, fuelled by streaming platforms and evolving audience preferences”.
They added that Loopd is strategically positioned to tap into this shift by “showcasing diverse new voices and catering to listeners seeking music that goes beyond traditional film-driven content.”
The statement added: “Loopd is built on the principles of originality, quality, and creativity. By collaborating closely with independent musicians, the label will offer artists the resources and visibility needed to thrive while enabling their unique stories and sounds to reach audiences across India and beyond. With Loopd, the future of India’s indie music movement has found a new home.”
The label’s debut release is Nizhal by Adhithya RK, unveiled by Malayalam superstar Mohanlal.
It will be followed by releases including Parota and Beef featuring Tuhin, Prema featuring Junaid Kumar, Hiraaya featuring Samuel Paul, and Peraasaye featuring Pradeep Kumar.
“This is about building a movement, not just a label. Being part of Warner Music, our goal is to blur the lines between indie credibility and mainstream success.”
Shahir Muneer, Divo
Shahir Muneer, Founder & Director of Divo, said: “Loopd is built with artists at its heart. We want to empower independent musicians with the right resources, visibility, and reach, while letting them stay true to their creativity.
“This is about building a movement, not just a label. Being part of Warner Music, our goal is to blur the lines between indie credibility and mainstream success.”
“Independent and regional voices are shaping the future, and with this label we are creating a platform that celebrates originality while connecting artists to global audiences.”
Jay Mehta, Warner Music
Jay Mehta, Managing Director, Warner Music India & SAARC, added: “Loopd strengthens our commitment to India’s diverse music culture.
“Independent and regional voices are shaping the future, and with this label we are creating a platform that celebrates originality while connecting artists to global audiences.”
Last year, WMG CEO Robert Kyncl told analysts on the company’s calendar Q3 earnings call that India “will become an increasingly influential global force in the music business”.
He highlighted the gap between the size of the market’s GDP (the world’s fifth largest) versus the size of its recorded music market (the world’s 14th largest).
Kyncl argued that this gap will close, pointing to the opportunity in subscription music streaming. He noted that only 2% of the country’s 1.4 billion population currently subscribe to music streaming services, but that India’s total subscriber number has grown 40% over the past year.
WMG officially launched Warner Music India in March 2020.
Elsewhere in the market, WMG took a minority stake in ticketing platform SkillBox in December, just a couple of weeks after Kyncl revealed via an Economic Times article that WMG is actively seeking M&A opportunities in India.Music Business Worldwide
