Akhila Shankar has been promoted to Director of Artist Services for India and South Asia at Believe. This move underscores the increasing focus on the independent music scene in one of the world's most dynamic regions.
For those who actually listen to music, this change matters because it signifies a shift toward nurturing local talent. As the digital music scene expands in India and South Asia, independent artists are gaining more opportunities to showcase their work on a global stage.
Shankar's Journey to the Top Akhila Shankar's ascent at Believe is no small feat. Previously heading TuneCore in the region, she has been instrumental in shaping the platform's approach to supporting independent artists. "Building TuneCore in India has been a deeply rewarding journey," Shankar said, reflecting on her time there. Her new role expands her responsibilities, allowing her to further influence artist development and partnerships across South Asia.
Shankar's promotion follows the departure of Shilpa Sharda, who had been with Believe for 12 years. Sharda's exit marks the end of an era, but Shankar's appointment promises fresh perspectives. Vivek Raina, Managing Director of Believe India, expressed confidence in Shankar's ability to lead this "next phase of growth," highlighting her "deep understanding of the market" and "track record of execution."
The numbers speak for themselves. The growth of TuneCore under Shankar's leadership has been notable, with more artists accessing global platforms and expanding their reach. This promotion is a testament to her impact and the potential she holds to drive further growth.
The Future of Independent Music in South Asia The implications of Shankar's promotion extend beyond Believe. As she steps into her new role, the focus is on building a robust ecosystem that supports artists at every stage of their journey. This means more resources, better infrastructure, and greater access to international markets for South Asian artists.
For independent musicians, this could be a turning point. The music industry's traditional gatekeepers are no longer the only path to success. With platforms like Believe and TuneCore supporting artists from the ground up, the playing field is leveling.
Shankar's appointment is also a signal to other industry players. The emphasis on regional and international growth suggests that South Asia is becoming a key market for music innovation. As digital platforms continue to grow, the region's artists are poised to make a significant impact globally.
What To Make Of This Akhila Shankar's promotion is more than just a title change. It's a strategic move by Believe to capitalize on the burgeoning independent music scene in South Asia. The region's artists, who have long been overshadowed by Western and Bollywood influences, now have a champion in Shankar.
Her role will likely involve breaking down barriers and creating pathways for artists to thrive. Whether it's through partnerships or new technologies, the aim is clear: to give South Asian artists the tools they need to succeed. As Shankar steps into her new position, one thing is certain: the independent music scene in South Asia is on the brink of something exciting.
