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  • REPRESENT 2023 Wrapped: 11 billion+ streams and countless pop culture defining moments

    REPRESENT 2023 Wrapped: 11 billion+ streams and countless pop culture defining moments

    Mumbai: REPRESENT, one of India’s premiere music management agencies recognised as one of India’s top music startups to look out for, concludes an exceptional year as it proudly recaps its remarkable achievements and milestones in 2023. Offering an umbrella of services, from talent management to music consulting and investments, REPRESENT boasts an impressive artist roster consisting of over 20 artists including Ananya Birla, Armaan Malik, Anuv Jain, DJ Chetas, Lost Stories, KSHMR, MC Stan, Zaeden, among others.

    A LOOK BACK AT 2023

    1.  The year witnessed significant expansions within their artist roster, welcoming six outstanding talents: Saahel, Kamakshi Khanna, Kayan, Lisa Mishra, Kanishk Seth, and Shashwat Sachdev, each adding a unique flair and diversity to their formidable lineup
       
    2. The talent powerhouse also entered into a strategic partnership for distribution with Universal Music Group India to facilitate the growth and reach of their artists worldwide, thereby empowering them to stay independent while making the most of UMG’s resources and expertise
       
    3. REPRESENT’s strategic campaigns have garnered substantial attention, this year’s Spotify Wrapped witnessed the company garner an astounding 2.2 billion overall streams by over 247 million+ listeners for over 110 million hours, a testament to their widespread influence and musical prowess
       
    4. They conducted more than 500 live shows this year which include the curation of tours for their artists Anuv Jain (Guldasta Tour), DJ Chetas, Kayan (Kayan Vision Tour), MC Stan (Basti Ka Hasti Tour) and Zaeden (Revelation Tour) through their company’s live entertainment bookings agency, RE:PLAY, solidifying their position as a premier talent management company
       
    5. The company also secured prominent film syncs, notably featuring Hanita Bhambri’s ‘Chehra’ and Anuv Jain’s ‘Mazaak’ in the movie ‘Thank You For Coming’, and Zaeden’s ‘Socha Na Tha’ in the Netflix film ‘Friday Night Plan’
       
    6. Several tracks from the roster including ‘Baarishein’, ‘Haath Varthi’, ‘Basti Ka Hasti’, ‘Ek Din Pyaar’, ‘Aa Mil’ and ‘Dhundhala’, secured coveted spots in Spotify’s Top 50 charts, affirming the resonance and popularity of REPRESENT’s exclusive talents
       
    7.  Through meticulous curation, the agency successfully sealed over 250+ brand deals for its artists including esteemed brands like Maybelline, Crocs, Aldo, Samsung, Chanel, Fastrack, L’Oréal, among others
       
    8.  REPRESENT curated the launch of their artist KSHMR’s highly successful hip-hop album ‘KARAM’, marking a significant milestone in their journey and giving a platform for the Desi Hip-hop community to unite in a one-of-its-kind event.
       
    9.  Their artists OAFF and Savera went on to be recognised for their excellence by winning the ‘Best Upcoming Music Composers’ Award at the prominent Mirchi Music Awards and being nominated for the same at the esteemed IIFA Awards.
       
    10.  Artists also achieved global recognition with features on the eminent Times Square billboard, including MC Stan and KSHMR for ‘Haath Varthi’, Lisa Mishra for Spotify’s Equal playlist and Kamakshi Khanna as part of Spotify’s RADAR artists, further solidifying their position as international talents.

    Sharing his delightment about how this year has farred for the company, REPRESENT CEO & founder Aayushman Sinha said, “In 2023, we delved deeper into our artists’ music and strengthened fan engagement. For 2024, our aim is international; we are initiating major changes and investments to promote our artists’ music on a global scale and to create new opportunities abroad. Additionally, we plan to intensify our investments in Direct-to-Consumer (D2C) and artist-led businesses, recognising their significant long-term potential. Concurrently, we will continue to expand and foster our existing business.”

    The agency expanded its horizons by investing in Direct-to-Consumer (D2C) brands, including the launch of SOL (a fragrance brand alongside Zaeden), Comet (a homegrown sneaker brand) and House of X (a creator-led incubator). They also expanded their portfolio by initiating ‘CREW’, a new venture focusing on creator management by onboarding incredible talents such as Aashna Hegde and Raj Shamani, thereby enhancing their diverse range of services and offerings.

    REPRESENT is poised for an even more remarkable 2024, promising an array of groundbreaking releases and collaborations that will further elevate the standards of innovation and creativity in the industry.   

  • Universal Music India partners with REPRESENT to empower independent artists

    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.