UNIFIED Music Group, 7Entertainment Strike Joint Venture For India

UNIFIED Music Group is diving deeper into the Indian music market through a joint venture with 7Entertainment.

Announced today, the Melbourne-based independent music group forges a partnership with its Indian counterpart for live touring, artist management, and recorded music, the mission of which is to “bring India’s music to global audiences, and the world’s music to India,” a statement reads.

The JV was unveiled at Mumbai’s All About Music conference, and evolved out of a chance meeting by UNIFIED founder and CEO Jaddan Comerford with 7Entertainment co-founder Sidhartha Todi outside a Vance Joy show in Barcelona.

It’s not UNIFIED’s first step into India, the world’s most populous country.

Earlier this year, the Australian independent struck an alliance with Mantra Roots, which sees UNIFIED Artist Management’s senior artist manager Caleb Williams provide strategic direction on future collaborative projects.

UNIFIED has, in recent months, delivered international tours for Radhika Das, Jahnavi Harrison and ISHAN, who is repped by UNIFIED Artist Management.

Ishan

“India is one of the most dynamic and fast-growing music markets in the world. This partnership gives us the opportunity to not only contribute to its growth but to open new doors for Indian artists globally,” says Comerford in a statement.

“Sid and I have been working together on various tours over the last 12 months, and it’s clear that our businesses are stronger together. This is one of those rare moments where one plus one might equal three, or even more.”

India has boundless potential. A culturally rich nation, the sub-Continental country is home to Bollywood, a film industry that creates stars whose influence reaches all corners.

Its population of 1.4 billion (India overtook China sometime in 2023) is relatively young, and many are connected – obsessed, even – with its vibrant music and movie scenes.

Roughly 450 million Indians are under the age of 30, and, according to the IFPI, are increasingly captivated with the next generation of Indian music stars that are breaking out of the Bollywood mould.

YouTube and ad-supported streaming brands reign. In its year-end report for 2023, Luminate noted that India was on the verge of becoming the world’s biggest streaming market by volume.

Todi, founder of STARtist Management, an important player in India’s independent music sector, and 7Entertainment, remarks: “Indian music has a rich heritage and an exciting future. Together with UNIFIED, we’re creating a bridge between East and West – one that empowers artists, connects fans and reshapes the musical landscape.

The collaboration, he continues, “isn’t just about access. It’s about building trust, context and career moments that matter. By combining our local expertise with UNIFIED’s global infrastructure, we’re laying the foundation for a platform that supports the next generation of music talent.”

There’s no single directional strategy here, he explains. “We’re as committed to amplifying Indian voices globally as we are to helping international artists navigate India in a culturally relevant and sustainable way.”