In a rapidly evolving global music ecosystem, Indian artists are slowly but surely claiming their space on international stages. Yet, behind the shine of this success lies a significant gap—Indian music intellectual properties (IPs), like festivals, labels, and platforms, have yet to scale the same heights on a global scale. Rakesh Sharma, a seasoned artist manager and founder of KESH.Network, shares sharp insights into this disparity, offering a roadmap for Indian music IPs to cross borders more effectively.
The Man Behind the Movement: Rakesh Sharma
Rakesh Sharma is no stranger to the global music industry. From his early days handling talent bookings and event logistics with Tomorrowland and Anna Agency, to now running his own firm, KESH.Network, he’s spent years immersed in the worlds of music, branding, and live performance. His latest venture aims to empower artists and music-based IPs with strategic guidance, connecting them with brands, festivals, and collaborators globally.
In his conversation with EVENTFAQS Media, Sharma breaks down the nuances of artist brand-building, India’s rapidly shifting music industry, and the uphill battle faced by Indian music IPs attempting to expand internationally.
Beyond the Beat: Building Brands, Not Just Releasing Music
The role of a modern artist is no longer confined to studio sessions and stage performances. Today, musicians are expected to be brand custodians, content creators, and community builders all at once. Sharma emphasizes that for an artist to thrive, authenticity is non-negotiable.
“We start by identifying what makes the artist unique—musically, visually, and personally,” he explains. This authentic core becomes the foundation for storytelling, positioning, and marketing.
At KESH.Network, the focus is on crafting a full-circle brand experience:
- Authenticity First: Genuine storytelling that resonates.
- Strategic Positioning: Leveraging the right platforms, collaborations, and opportunities.
- Content Creation: Moving beyond music to offer curated, behind-the-scenes content that connects.
- Community Building: Turning fans into engaged communities through experiences and direct interaction.
- Brand Diversification: Expanding into fashion, tech, and other industries to create alternative revenue streams.
KESH.Network doesn’t just manage talent—it incubates them with industry connections, long-term planning, and a growth-first mindset.
The Festival Experience: Where Music Meets Theater
Having worked with global festivals like Tomorrowland, Sharma has witnessed firsthand how the international festival scene has transformed. Today’s events aren’t just concerts—they’re immersive experiences.
“It’s about storytelling, stage design, and visuals that engage all the senses,” he says. As a result, artists are stepping up their live performances with hybrid sets, theatrical production, and social media-driven hype.
A key shift is the rise of genre-fluid and globally inspired lineups. From Afro-house to Latin tech and Middle Eastern-electronic fusions, festivals now embrace global diversity. Online presence, Sharma notes, has become critical. A viral TikTok or Instagram reel can now influence booking decisions as much as a hit track.
India’s Booming Yet Fragmented Music Scene
Despite being away from India physically, Sharma keeps a close watch on its music landscape. He describes it as a market filled with opportunity—but not without its fair share of challenges.
What’s Working:
- Streaming Revolution: India is now the third-largest music consumer globally. Affordable data and smartphone penetration have made streaming platforms like Spotify, Apple Music, and JioSaavn household names.
- Rise of Regional Powerhouses: Punjabi, Tamil, Bhojpuri, and other regional genres are going global.
- Independent Surge: Thanks to platforms like TuneCore and DistroKid, indie artists have direct access to global audiences.
- Festivals & Live Events: Boutique festivals like Magnetic Fields and international giants like Lollapalooza India are expanding the live experience ecosystem.
- Brand Collaborations: Music is now integral to brand storytelling. Campaigns, sync deals, and branded content are offering new revenue and visibility.
The Challenges:
- Bollywood’s Iron Grip: While indie artists are growing, Bollywood still monopolizes radio, playlists, and mainstream exposure.
- Low Streaming Revenues: India’s per-stream payouts are significantly lower compared to Western markets.
- Lack of Infrastructure: The country has too few mid-sized venues and touring circuits.
- Legal & Licensing Woes: Outdated copyright laws and weak royalty structures remain a barrier for artists.
- Noise Restrictions & Regulations: Festival and club cultures often run into red tape and inconsistent laws.
The Great Divide: Why Indian Artists Go Global But IPs Don’t
Despite individual success stories—think Divine, Prateek Kuhad, KSHMR—India’s music IPs haven’t been able to replicate this momentum on a global scale. Sharma believes this disparity boils down to several structural and strategic gaps:
1. Global Perception & Market Fit
Artists who succeed globally often do so by aligning with Western-friendly genres. Indian music IPs, however, are still Bollywood-heavy or hyper-localized, which doesn’t always translate to international audiences.
2. Lack of Scalable Infrastructure
Global music IPs like Tomorrowland, Boiler Room, or Ultra Music Festival have international satellite editions. Indian festivals such as NH7 Weekender or Sunburn remain largely domestic in scope.
3. Weak Export Mechanisms
Countries dominating the global music IP scene—like South Korea (K-pop), Latin America, and Africa—have robust distribution and export frameworks. India lacks these mechanisms for its labels and platforms.
4. Streaming Algorithm Bias
Streaming platforms prioritize local content for Indian users, while pushing Western and Latin music more aggressively to global users due to better monetization.
5. Ecosystem Deficiency
An artist can build a fan base and tour internationally, but a music IP requires much more: promoters, venues, sponsors, and logistical frameworks. India hasn’t built these out globally yet.
6. Cultural & Language Disconnect
Non-Bollywood Indian music still lacks international relatability. Compare that to K-pop where everything—from training to fan interaction—is built with global audiences in mind.
The Road Ahead: Making Indian Music IPs Global-Ready
Sharma believes that the gap isn’t unbridgeable. With the right vision, India’s music IPs can command global attention. His playbook includes:
- Strategic Collaborations: Partnering with international promoters and festivals to co-create experiences abroad.
- Localized Marketing: IPs need to promote themselves like brands in each country—speaking the local language, using the right media.
- Artist-Led Expansion: Indian IPs should piggyback on the global success of artists already making waves.
- Global Distribution Networks: Strengthening ties with international streaming services, distributors, and media partners.
- Narrative-Driven Content: K-pop’s success lies in its storytelling. Indian music IPs must embrace digital storytelling to connect emotionally and culturally with audiences worldwide.
Conclusion: The Next Chapter for Indian Music
India has the talent, diversity, and audience scale to be a music superpower—not just in terms of artists but also as an exporter of global music IPs. With a strategic push, Indian festivals, labels, and platforms can be the next big thing.
Rakesh Sharma’s vision for KESH.Network is rooted in this belief: empowering artists and IPs alike to build authentic, scalable brands that don’t just resonate locally but reverberate across continents.
The journey has started—but the encore, Sharma believes, is yet to come.
