Virtuoso Music Expands into India with Creator-First Model and Multilingual Slate

On 25 June 2026, Virtuoso Music—a UK‑based rights‑management and distribution firm—announced its first South‑Asian office, setting up shop in Mumbai. The launch signals the company’s intent to produce original tracks in Hindi, Punjabi, Tamil and Telugu, nurture emerging talent, manage catalogues, and push releases onto global streaming platforms. Virtuoso’s inaugural catalog is slated for early 2027.

India’s recorded‑music market has been on a steep climb. The FICCI‑EY Media and Entertainment Report 2026 notes a 10 percent rise in 2025, pushing the sector to Rs 5,900 crore. Projections show a 9 percent compound annual growth rate through 2028, with the market expected to reach roughly Rs 7,500 crore. The same report records 178 million audio‑streaming users in 2025, underscoring the country’s rapid adoption of streaming, a youth‑driven, mobile‑first audience and a growing appetite for regional‑language catalogues.

Virtuoso’s business model spans the entire music value chain. The firm will create and manage original content, develop talent, and distribute music worldwide. It will also invest in marketing, release infrastructure, sync licensing, brand partnerships and international placement opportunities, helping Indian music reach global audiences. In addition, Virtuoso will offer catalogue‑management services for existing rights holders, enabling them to tap into the company’s distribution and rights‑management capabilities.

Andrew Smith, Head of Digital Strategy at Virtuoso, said the company is “here to work alongside that talent and build something of real and lasting value together.” The firm’s creator‑first approach is designed to align the long‑term interests of artists, collaborators and business partners, a strategy that the company believes will foster deeper creative relationships and a more sustainable ecosystem for music creators.

Sahaj Miya, Virtuoso’s head of new business & music, added that the future of the music ecosystem “lies in ensuring that the people who create music have a genuine share in the success of their work.” Virtuoso plans to announce its first wave of artist and industry partnerships in the coming months as it establishes a footprint across India’s fast‑expanding music landscape.

The expansion places Virtuoso alongside other global players that have entered the Indian market—Spotify, Apple Music and Amazon Music—which dominate the streaming sector. By offering rights management and distribution services, Virtuoso aims to capture a share of the growing demand for professional support among independent artists and labels in India’s diverse linguistic market.

Mumbai’s status as a hub for music production and distribution makes it a logical launch pad. With a multilingual slate that includes Hindi, Punjabi, Tamil and Telugu, Virtuoso is targeting the four largest language groups in India, each of which has a significant streaming audience and a vibrant local music scene.

The announcement comes at a time when India’s music industry is increasingly focused on non‑film content. While film soundtracks still account for the majority of revenue, the rise of independent pop and regional‑language releases has created new opportunities for labels that can provide comprehensive artist development and global distribution.

Virtuoso’s entry is expected to add competition to existing rights‑management firms in India, such as the Indian Music Industry (IMI) and other local distributors. By offering a creator‑first model and a full suite of services, the company may influence how rights are negotiated and how revenue is shared in the Indian market.

The firm’s first releases are scheduled for early 2027, giving it a lead time to build a catalog, secure sync deals and establish brand partnerships. As the company moves forward, it will likely engage with Indian artists, producers and labels to create a pipeline of original content that can be distributed globally.

In sum, Virtuoso Music’s entry into India marks a significant expansion for the UK‑based firm and a new option for Indian creators seeking integrated rights management and distribution services. The company’s creator‑first approach and multilingual focus align with the country’s growing music market and the increasing demand for professional support among independent artists.