Indian artists go global, but Indian music IPs still struggle to expand globally: Rakesh Sharma

by  EVENTFAQS Bureau Entertainment | April 7, 2025 | Interview

Rakesh Sharma Kesh.network

Rakesh Sharma is an experienced artist manager and music industry professional with a background in talent booking, event management, and consultancy. He has worked with top artists and organizations like Tomorrowland, Anna Agency, gaining expertise in managing tours, booking talent, and handling event logistics. In 2024, he founded KESH.Network, an artist management and consultancy firm that provides tailored solutions for artists, festivals, and brands. With a practical approach and industry knowledge, Rakesh continues to support talent and events in the evolving music industry.

In an interview with EVENTFAQS Media, Rakesh Sharma talks about artist brand-building, changes in the global music scene, and the growth of the Indian music industry. He also discusses why Indian artists are gaining global recognition while Indian music IPs struggle to expand internationally.

In today’s market, artists are expected to not only create music but also build their brand. How do you approach brand-building for your artists, and what role does KESH.network play in this process?

Today’s artists need more than just great music; they need a strong personal brand that resonates with their audience. My approach to brand-building is rooted in authenticity, strategic positioning, and community engagement.

Brand-Building Approach for Artists:

Authenticity First – We start by identifying what makes the artist unique—musically, visually, and personally. Fans connect with genuine stories, so we craft a narrative that reflects their real personality and vision.

Strategic Positioning – Whether it’s through social media, collaborations, or events, we position artists in spaces that align with their sound and ethos. This ensures they attract the right audience rather than just chasing trends.

Multifaceted Content – Engaging content is key. From behind-the-scenes footage to curated experiences, we ensure the artist’s presence extends beyond music releases, giving fans more ways to connect.

Community Building – Instead of just building a following, we focus on creating a movement around the artist. Exclusive events, fan experiences, and direct engagement help strengthen their brand.

Diversification – Brand partnerships and unique revenue streams are becoming essential. We help artists explore fashion, tech, or other industries that align with their brand identity.

KESH.Network acts as a strategic incubator for artists, providing the connections, resources, and guidance needed to scale their brands. We leverage our network of industry leaders, event organizers, and brands to open doors for collaborations, touring opportunities, and partnerships that enhance the artist’s visibility.

From your experience with Tomorrowland, how have you seen the global music scene evolve over the years? Are there any notable trends or shifts in artist performances and festival culture that have influenced the booking process?

Festivals are no longer just about music; they are immersive experiences. Tomorrowland set the bar high with its storytelling, stage design, and fan engagement. This has pushed artists to incorporate visuals, special effects, and unique live elements into their performances to match the festival’s theatrical atmosphere. You are seeing that genres are blending in and hybrid and live performances attracting a wider audience. 

An artist’s online presence now plays a bigger role in bookings. It’s no longer just about their music but their ability to engage audiences year-round. Festivals seek artists who can build hype, create viral moments, and extend the festival experience beyond the weekend.

We’ve seen a growing demand for localized sounds—Afro-house, Latin tech, and Middle Eastern-inspired electronic music have gained strong followings. This has influenced festival bookings, ensuring lineups reflect global diversity.

From your perspective, how would you describe the current landscape of the Indian music industry, particularly in terms of growth, opportunities, and challenges for artists and IPs?

I haven’t traveled to India in a while so only can guess from a distance what’s happening. 

Streaming Boom & Digital Reach

India is now the third-largest consumer of music globally, thanks to affordable mobile data and platforms like Spotify, Apple Music, and JioSaavn. Regional music is dominating streaming numbers, with Punjabi, Tamil, and Bhojpuri music gaining global traction.

YouTube remains the primary discovery platform, influencing both independent and mainstream artists.

Rise of Independent Artists & Labels

With platforms like OK Listen, TuneCore, and DistroKid, independent artists now have access to global distribution.

Indian hip-hop, electronic, and indie music scenes are thriving beyond Bollywood, with artists like Divine, Ritviz, and Prateek Kuhad carving their own paths.

Festival & Live Event Expansion

The festival scene has evolved beyond NH7 Weekender and Sunburn, with boutique festivals like Magnetic Fields, Echoes of Earth, and Lollapalooza India emerging.

International talent is now integrating into Indian circuits, while Indian artists are gaining visibility on global stages like Tomorrowland and Coachella.

Brand Collaborations & IP Growth

Brands are actively investing in artist-led content, leading to endorsements, sync deals, and branded music properties.

Music IPs like Red Bull Music, Boiler Room India, and Bacardi NH7 provide platforms for emerging talent.

Challenges

Bollywood Dominance & Gatekeeping

Despite indie growth, Bollywood still controls radio, playlisting, and mainstream exposure, making it harder for independent artists to break through.

Monetization Struggles

Streaming payouts are low compared to Western markets, and live gigs remain a primary income source.

There’s a lack of structured artist management and financial literacy among emerging acts.

Infrastructure & Venue Limitations

India lacks mid-sized venues and structured touring circuits, which makes it tough for artists to scale up live performances.

Noise restrictions and licensing laws often disrupt festival growth and club culture.

Lack of Strong Copyright & IP Protection

Many artists still struggle with royalty collection due to outdated copyright laws and exploitative label contracts

While Indian artists are successfully breaking into global markets, Indian music IPs seem to face more challenges. In your opinion, why is there such a gap between Indian artists going global and the lack of global reach for Indian IPs?

That’s a great observation—Indian artists are making waves globally, yet Indian music IPs (festivals, labels, and platforms) struggle to gain the same international traction. This gap exists due to a mix of market perception, infrastructure limitations, and strategic positioning.

Key Reasons Behind the Gap

Global Perception & Market Positioning

Indian artists who break into global markets (e.g., DIVINE, Prateek Kuhad, KSHMR) often align with existing Western genres (hip-hop, indie-folk, electronic), making it easier for international audiences to embrace them.

Indian music IPs, on the other hand, are still largely Bollywood-driven or cater to niche domestic audiences, making them less accessible to global listeners.

Lack of Scalable Infrastructure & International Presence

Most major Indian music festivals (e.g., Sunburn, NH7) are heavily localized and lack international satellite editions, unlike Tomorrowland, Ultra, or Boiler Room, which expand through global franchises.

India lacks a strong global distribution network for IPs, whereas K-pop, Latin, and Afrobeat music industries have powerful export mechanisms.

Streaming & Algorithm

Streaming platforms localize music recommendations, meaning Indian IPs often remain confined to South Asian playlists.

Global platforms push Latin, Afro, and Western music more aggressively due to higher per-stream payouts, leaving Indian IPs with limited visibility.

Artist-Driven vs. IP-Driven Growth

Individual artists can leverage collaborations, tours, and digital content to expand internationally.

Music IPs require a larger ecosystem—venues, promoters, brand sponsorships, which takes longer to build outside India.

Indian labels focus on domestic dominance, while K-pop and Latin labels invest heavily in overseas markets.

Cultural & Language Barriers

While Bollywood is globally recognized, non-Bollywood Indian music struggles with international relatability.

Compare this to K-pop, where music IPs (like HYBE, SM Entertainment) are heavily marketed worldwide.

How Indian Music IPs Can Go Global

Strategic Collaborations – Partnering with international brands, promoters, and festivals to co-host global editions.

Cross-Market Promotion – Indian festivals/IPs need localized marketing in key international markets rather than relying on Indian audiences.

Artist-Led Expansion – Indian IPs should leverage artists who are already global to introduce the brand to new audiences.

Stronger Global Distribution – Indian labels and platforms need better global partnerships with streaming services and media platforms.

Content & Digital Storytelling – K-pop thrives on fan engagement. Indian IPs need to build narratives, digital communities, and immersive content strategies for international appeal.