• House of Carmen: Why Universal’s New Creator Platform Matters for Indian Music

    When Universal Music Group quietly launched a creator marketing app that pays influencers to post content, I saw something significant. This is not just another tech tool. It is a signal of the next shift in how music reaches audiences.

    The platform is called House of Carmen, and it could change the game.

    What House of Carmen Does

    House of Carmen allows creators with as few as 1,000 followers to join campaigns, create content for UMG artists, and get paid. The app manages everything: from creative briefs and approvals to content publishing and payment; all in one place. First launched in the UK, it is built for global expansion.

    By bringing this process in-house, UMG is doing more than streamlining marketing. It is building a system that treats creators as direct partners, moving beyond traditional agency relationships.

    Why This Shift Matters

    The creator economy is now a multi-billion dollar industry. For music, this means a song’s success is increasingly tied to short-form content: social clips, challenges, and creator-led trends.

    For labels and publishers, this creates both opportunity and complexity. Campaigns can now move faster and reach global audiences through micro-creators. But this speed must be matched by clear frameworks for data, rights, and monetization.

    UMG’s move shows a major player aiming to own the entire creator relationship: from campaign brief to performance data.

    What It Means for Indian Creators, Composers, and Labels

    For India’s music ecosystem, House of Carmen offers a new blueprint. Here’s what to consider:

    • Accessible creator opportunities: With a low follower threshold, more Indian influencers and micro-creators; especially in regional markets; can participate in global campaigns.
    • Promotion becomes content-first: A campaign brief might ask for an Instagram Reel or a YouTube Short instead of a playlist placement. This demands thinking in visuals and stories as much as sound.
    • Rights and revenue clarity: If a campaign uses your composition or recording, ensure the license covers that use. As a lyricist or publisher, confirm how your work is used in paid influencer content to protect your royalty stream.
    • Data control: UMG’s strategy highlights the power of first-party data. Indian labels should ask who owns the campaign data and whether it helps track royalties; not just reach.
    • Cross-market potential: A global platform means an Indian artist’s campaign can reach international audiences. Composers must ensure their rights and royalties are secured across territories.

    Risks to Watch

    This model has its risks. If creators are undervalued, the content pool suffers. If rights are casually signed away for short-term exposure, long-term value is lost. Clean metadata and meticulous rights management are essential. Without them, a promotional campaign can easily become a revenue leak.

    What You Can Do Now

    For Indian creators, singers, composers, and labels, now is the time to prepare.

    • Review your contracts to ensure they cover creator-led content and social usage.
    • Clean your metadata so every use of your work in campaigns is traceable.
    • Start viewing your music as a visual and social asset: ready for reels, snippets, and challenges.
    • Ask your publisher or label how they track influencer-driven content and whether that data is shared with rights holders.

    Final Thought

    House of Carmen may not be in India yet, but its logic is already here. Music marketing is evolving, blurring the lines between artists, creators, and platforms.

    The ones who understand this shift will lead: in reach, in rights, and in revenue. For India, this is an opportunity to participate globally, but only if we keep the rights of creators at the very center.

    If you are a creator, label, or publisher navigating this shift and want to build a strategy that protects your work, let’s talk. I help creators, labels, and publishers build robust royalty systems, clean up metadata, and develop future-proof strategies for the creator economy.

  • Why Streaming Fraud Is More Than Just Bad Actors

    Streaming was meant to be the great equalizer. Every play would translate into a payment for the artist. But the promise is fading. Today, the industry is fighting a silent battle against streaming fraud. This is not just a handful of people cheating. It is a sign of a deeper system problem.

    The Scale of the Problem

    Globally, fraud diverts about two billion dollars away from artists each year. At least one in every ten streams may be completely fake. These are not real fans. They are bots and click farms.

    This fake volume corrupts the entire system. It drains the royalty pool and punishes honest artists who are now lost in the noise. Imagine a pot of money for royalties. Every month, all streaming revenue goes into this pot to be shared among artists based on their streams. If a fraudster generates ten million fake streams for one track, the money that remains for real artists is significantly less. Your genuine 100,000 streams are now worth much less because of millions of fake ones.

    Why Fraud Is Hard to Stop

    Fraud works because the system unintentionally rewards it. Payouts are based on raw play counts, so fake streams can still generate income. The path from a stream to a royalty is complex and often unclear. This lack of transparency creates hiding spots for fraud. For an independent artist, challenging a royalty statement is difficult. The cost of fighting often outweighs the missing payment.

    A Simple Example

    Think of Prachi, a new indie artist. She hires a marketing service that promises to get her song on popular playlists. She soon discovers that the service used thousands of hacked or fake accounts to loop her song twenty-four seven. Initially, Prachi’s streams explode. But she quickly notices three things. Her royalty payment is surprisingly low. Her distributor flags her for suspicious activity and withholds payment. Her real fans cannot find her because playlists are now flooded with similar fraudulent tracks. Prachi becomes a double victim. First, she was scammed by the fake service. Second, she is penalized by the platform. This is the real-world impact of streaming fraud.

    Why This Matters for India

    This global problem has a very local impact. India has one of the largest streaming audiences in the world. Even a small percentage of fraud leads to massive losses for our creative community. Our vibrant, multilingual music scene also creates challenges. With many versions and collaborations, inconsistent metadata makes it easy for royalties to be misdirected. A song credited differently on two platforms can make tracking its performance extremely difficult. Many talented artists and small labels do not have the resources to audit complex global royalty reports and quietly bear the loss.

    India has successfully fought digital misuse before, such as stream ripping. It is time to bring the same focus and collective energy to streaming fraud.

    Building a System Where Fraud Cannot Thrive

    Chasing fraudsters is not enough. We need to build a better system. Verified identities for artists can make it harder to create fake profiles. Radical transparency is essential. Royalty statements should tell you not just how many streams you earned but which ones were considered valid and why. We must value streams from real, engaged listeners over sheer numbers. Industry alliances need to share knowledge to close loopholes. Artists must be empowered to understand metadata and the red flags of fraud.

    A Call to Action for Creators

    Understanding your royalty streams is the first step in protecting them. Register your works with your publisher and rights society. Keep metadata clean and consistent. Know what constitutes suspicious activity. Talk to your distributors about tracking and audit options. Be proactive about protecting your rights.

    Final Thoughts

    Streaming fraud is more than a technical problem. It is about the integrity of our music ecosystem. We must move from a model that can be gamed to one that rewards genuine connection. Every creator deserves recognition and fair compensation. Ignoring this issue risks seeing your work used without credit or payment. Staying informed and strategic ensures that your music retains both its value and its voice.

    If this article resonates with you and you want to protect your catalogue, understand your royalty streams, or explore strategies for fair compensation, I work with creators, labels, and publishers to help navigate these challenges and turn them into opportunities.

  • Sora 2 and Music: What Indian Creators and Labels Need to Know Right Now


    OpenAI’s Sora 2 exploded into the public eye this month. The app reached the top of the App Store within days of launch, and users are already using it to create striking, short video content with synchronised sound and realistic motion. For anyone working in music, this is a moment to pay close attention.

    Sora 2 is changing how music and visuals are created: fast. From licensing challenges to new opportunities, this could reshape how composers, lyricists, and labels earn in the AI era.

    But it’s not just a story about a new tech toy. Major Hollywood talent agencies and Indian music labels are already sounding the alarm, with some seeking to join lawsuits over copyright infringement. This makes understanding Sora 2 an immediate business priority.

    Why Sora 2 Matters for Music

    Sora 2 is not just another catchy app. It combines high quality video generation with synchronized audio and a social feed built for rapid sharing. That means a user can prompt a scene, hear music that fits, and share a polished clip that looks and sounds professionally produced.

    The capability to generate realistic motion and synced audio at scale changes the economics of visual content. For songs and compositions that used to need a full video shoot, a simple, low cost Sora 2 clip can now provide similar social traction. This is both the opportunity and the risk.

    What It Means for Composers and Lyricists

    You write the melody. You shape the lyrics. Those are the building blocks that influence what AI learns and reproduces.

    First, Sora 2 opens a new promotional toolbox. Composers and writers can now prototype visualisations for their songs quickly. A short visual trailer can turn into a pitch to publishers, a teaser for an artist, or a social asset that helps a song gain traction. A well crafted Sora 2 clip can drive streams, radio interest, and sync enquiries.

    Second, it changes how your work can be used. If Sora 2 is trained, in part, on public or uploaded content, a model may learn textures and phrasing that echo your compositions. That raises critical questions. If an AI generated piece closely resembles your chorus, does that trigger a right to compensation? Who owns the output when it borrows from thousands of inputs?

    These are not theoretical problems any more. The industry is responding, with major players globally striking the first licensing deals with AI companies that include attribution and revenue sharing. This sets a new precedent for how your work should be valued.

    Practical Actions for Writers

    Register your works now with your publisher and performance society. Clean and consistent metadata matters more than ever. If someone turns a short fan clip into a viral trend, the traceability of that usage helps ensure you get paid.

    Ask your publisher to include AI usage clauses in licensing conversations. If you are negotiating a sync or a recording deal, include language that addresses machine training and derivative content. Think of this as copyright hygiene for the AI era.

    How Singers and Performers Can Use Sora 2

    For vocalists, Sora 2 offers a fast route to fresh content. You can create promotional clips, multilingual visual snippets, or concept visuals that once required a whole crew. That can supercharge discovery and help you test what visual language connects with your audience.

    At the same time, performers should be extremely mindful of their likeness and voice rights. Be aware of features like “Cameos,” which allow for the digital insertion of a person into any generated scene. If a synthetic representation of your voice or look is created without consent, you need contractual and legal tools to respond. Talent agencies are already pushing for stronger protections, and you should too.

    Labels and Publishers Need a Two Track Approach

    Labels can use Sora 2 as a creative amplifier. Quick promotional edits, market specific teasers, and testing of video concepts become cheaper and faster. That helps marketing teams iterate and capture attention across languages and regions.

    But there is a risk in treating Sora 2 as just a new creative tool. If catalogues are used without clear licensing, or if the platform allows content that closely mimics catalog artists, then the label’s asset base is under pressure. Some studios and agencies have already raised concerns and opted out of certain AI integrations. Labels must now think strategically about opt in policies, licensing terms, and revenue participation models for AI platforms.

    Rights Management and Tracking Become Central

    One technical consequence of mass generated content is fragmentation. A viral clip can spawn dozens of versions across platforms. For composers and publishers, this means attribution and reporting must scale up.

    Work with your rights society and your distributor to ensure that performances and usages are tracked. Explore watermarking, strengthened metadata practices, and automated matching systems. If you are a label or a publisher, invest in a quick audit of where your catalogue appears in AI generated content and whether that use is authorised.

    Opportunities to Monetise and to Lead

    There is an upside if creators and rights holders are proactive. Consider licensing bundles for AI training where you offer well defined, time limited, and priced access to stems or isolated compositions. Think about authorised creator programs where you collaborate with AI platforms to produce revenue share agreements.

    Brands and campaigns will pay for authentic, localised content that resonates. In India that could mean regional language visual snippets, classical fusion visuals, or festival centric short films that are created at low cost and high speed.

    How to Act in the Next 90 Days

    Audit. Know where your catalogue sits online. Check what is public and what is gated.

    Metadata. Fix the basics. Composer and lyric credits must be accurate and machine readable.

    Contracts. Add clear AI clauses to new agreements and review old deals for gaps.

    Pilot. Run one small campaign using Sora 2 style content to test performance and rights tracking.

    Partner. Talk to your distributor and publisher about opt in policies and revenue share models.

    Engage. Join industry conversations and support collective approaches to creator compensation.

    A Final Thought

    AI platforms like Sora 2 will not disappear. They will only get better at generating high quality audio visual content. That makes this moment urgent for creators and labels to choose how they want to participate. Ignore it and you risk seeing your work used without credit or pay. Engage with it and you can create new promotional paths, new revenue streams, and new partnerships.

    If you would like help turning this into a strategic advantage I can help. I work with creators, labels, and publishers on catalog audits, AI readiness checks, and contract language that protects rights while enabling creative experimentation. If you are building something in music or media and want to get the business side right, let us talk.

  • The Smart Touring Revolution: Less Travel, More Royalties for Indian Music

    For decades, the rule of touring was simple: more cities meant more success. But that rule is changing. A global shift is underway, and it is time for India to pay attention.

    Internationally, the biggest artists are now betting on depth over distance. Bad Bunny anchors Puerto Rico. Adele settles in Berlin. U2 transforms Las Vegas. They are trading gruelling cross-country routes for residencies. The result is not diminished reach, but intensified impact. They create must-see cultural events that boost their brand, their income, and the long-term value of their music.

    This is not just a trend for superstars. It is a strategic blueprint for the Indian music industry.

    Why This Makes Sense for India Now

    India’s live music scene is booming, but the traditional tour is a logistical maze. The costs and complexities of moving a team and production across multiple cities are immense. More importantly, the connection with audiences often remains fleeting.

    Now imagine a different path.

    Imagine a beloved indie band setting up a four-night residency in Delhi, each night with a unique setlist and theme. Or a classical virtuoso holding a week-long series in Mumbai, blending performance and masterclass.

    This is Smart Touring. It replaces the one-night-stand model with a deeper, more meaningful relationship with an audience. The financial logic is clear. Money saved on flights and hotels can be reinvested into a superior stage production and more powerful marketing. This creates an event so compelling that fans will travel to see it, turning one city into a destination.

    The Direct Link to Royalties and Creator Rights

    This is where the story becomes vital for every composer, lyricist, and publisher.

    A traditional scattered tour can be a nightmare for accurate royalty collection. Setlists change, paperwork gets lost in transit, and reporting to performance rights societies like the IPRS can be inconsistent.

    A smart tour, especially a residency, simplifies and amplifies.

    Accurate Royalty Collection: When the setlist stays consistent across multiple performances, reporting becomes far easier. It ensures composers and lyricists are paid for every single play of their work.

    The Royalty Ripple Effect: A high-profile, concentrated event generates sustained buzz. It drives local and national media coverage, which in turn spikes streaming numbers and radio plays for the songs performed. This creates a powerful halo effect, boosting not just performance royalties but also mechanical royalties long after the final curtain falls.

    New Revenue Streams: A residency is the perfect platform to launch limited-edition merchandise or record a special live album, creating direct-to-fan revenue and valuable new assets.

    The Way Forward: A Call for Collaborative Planning

    The future of Indian touring will be built on quality, not just quantity. For this revolution to benefit everyone, the people who write the music must have a seat at the planning table.

    When a tour is being conceived, the conversation should not only be about venues and ticket sales. It must also be about how the setlist will be managed to maximize royalty reporting, and how the event’s overall strategy will amplify the underlying compositions.

    The goal is a sustainable ecosystem where memorable fan experiences, thriving artist careers, and fair compensation for creators are not competing interests, but connected outcomes. If Indian music can embrace this shift early, we can build a touring culture that is not only smarter but fairer for everyone involved.

  • Why Every Composer and Lyricist Should Care About AI Licensing

    Artificial intelligence is no longer a faraway concept. It is already shaping how music is discovered, created, and consumed. From songs generated by startups like Suno or Udio to AI tools that help with mixing and mastering, the technology is moving faster than the rules that govern it.

    At the heart of the debate is one big question. If AI is trained on your songs without your permission, should you be paid for it?

    Why This Matters to You

    If you are a composer or a lyricist, you know the effort that goes into writing a melody or shaping the perfect line. Now imagine that your work, along with millions of others, is being fed into an AI system to help it learn how to create music. The system will not name you. It will not credit you. But it will use your art to make something new.

    The question is simple. Should that use be free, or should it be licensed just like any other use of your music?

    The Labels Have Started the Fight

    Major record labels have already taken AI companies to court. They argue that recordings cannot be copied or repurposed without permission. That fight is underway, and the outcome will affect the entire industry.

    But recordings are only half the story. Behind every recording there is a composition and a lyric. If AI models are trained on recordings, they are also learning from the underlying compositions. That means songwriters and lyricists are very much part of this debate, even if they are not in the headlines yet.

    A New Kind of Licensing

    In the future, AI companies may need to enter into licensing deals not only with labels but also with publishers and collective societies. That could open up new revenue streams for writers and authors. Imagine a world where the use of your song in AI training is tracked and paid for, the same way you receive streaming royalties today.

    It will not be simple. The industry will need systems for attribution, tracking, and payment. Think of it like this: if an AI generates a melody that closely resembles your hit chorus, should that trigger a royalty? These are the questions the industry must answer.

    But unless songwriters push for it, there is a risk they will be left out of the conversation and out of the value chain.

    What You Can Do Now

    Stay informed. Follow the lawsuits, the announcements from platforms, and the updates from your publishers or societies. Talk to your peers and your managers about AI clauses in contracts. Most importantly, do not assume this is someone else’s battle. If you write songs or lyrics, your work is already part of the fuel that makes AI possible.

    Looking Ahead

    AI is not going away. It will become part of the creative process, sometimes in ways that feel exciting and sometimes in ways that feel threatening. But one principle must remain constant. Creativity has value, and the people who create deserve recognition and fair compensation.

    As a composer or lyricist, you do not need to be afraid of AI. You just need to make sure that when it uses your work, you are in the room, your rights are respected, and your name is not lost in the noise of the machine.

  • Spotify’s New AI Rules: What It Means For Creators


    AI is no longer a buzzword floating around. It is already inside our playlists, our recommendations, and sometimes even inside the music we listen to. But as these tools become more powerful, the big question is simple: how do we make sure that real creators are not left behind?

    Spotify has just announced a new set of protections aimed at keeping music on its platform authentic and fair. For composers, authors, lyricists, and labels, this is worth paying attention to.

    What Spotify Is Doing

    Spotify says it will now put stronger checks in place to stop unauthorised AI generated music from flooding the platform. This means:

    • AI songs pretending to be from famous artists will be flagged or removed.
    • Uploads that use copyrighted material without permission will face tighter scrutiny.
    • New systems will track and monitor unusual activity linked to AI music.

    In short, the platform is trying to draw a line between human creativity and machine output.

    Why This Matters For You

    If you are a composer or lyricist, think about the hours you spend writing, tweaking, and perfecting a song. Now imagine an AI system trained on thousands of songs like yours creating something similar in seconds. Who gets the credit? Who gets paid?

    For labels and publishers, the concern is just as real. Catalogues are valuable because they are built on trust and rights ownership. If AI can generate endless variations without paying for the original work, the entire value chain gets disrupted.

    A Step, Not The Solution

    Spotify’s move is not the final answer, but it is an important step. It shows that platforms are aware of the risks and are starting to protect the ecosystem. At the same time, it also shows that the industry needs stronger frameworks. Licensing models for AI training, clearer attribution rules, and transparent royalty systems are all going to be part of the conversation.

    Looking Ahead

    The way I see it, this is the beginning of a new chapter. AI is not going away, but neither are creators.

    Spotify’s update is one small sign that the fight for fair recognition is being heard. But real balance will come when creators have a seat at the table where these rules are written. As artists, writers, and rights holders, we need to stay alert, stay informed, and keep pushing for systems that respect our work above all.

  • When AI Meets IP: The Suno Lawsuit and What It Means for Music

    Artificial intelligence is moving fast, sometimes faster than the law can catch up. The latest flashpoint is the lawsuit against Suno, one of the most talked about names in AI music. Major record labels are accusing the company of “stream ripping” music from YouTube to train its systems.

    For those outside the industry, stream ripping is a process where you copy music from platforms like YouTube by bypassing their protections. In simple terms, it means taking songs that were never licensed to you and using them for your own purpose. The allegation here is that Suno did exactly that on a massive scale.

    This case feels important because it is not just about one startup and a few songs. It is about the larger question: how do we balance innovation with respect for creative rights?

    The Legal and Ethical Storm

    Record labels like Universal, Sony and Warner are clear in their position. They argue that when AI models are trained on copyrighted recordings without permission, the original creators are left out of the value chain. In their view, every time Suno outputs a song that sounds like a blend of artists we know, it is essentially standing on work it did not pay for.

    On the other hand, AI companies have often leaned on the argument of “fair use.” They suggest that using existing works to teach an algorithm is different from outright copying. But in practice, when the output feels close enough to a real artist’s work, the ethical line begins to blur.

    Why This Matters for the Industry

    If you zoom out, this lawsuit is not happening in isolation. Earlier this year Anthropic agreed to a settlement with publishers over the use of copyrighted books in AI training. Music seems to be heading into a similar phase of confrontation.

    What comes next could define how music and AI coexist. If labels win decisively, AI companies may be forced into structured licensing deals. If AI companies defend their practices successfully, we may see a wave of new startups pushing the boundaries even further.

    For artists, the stakes are simple. Will their work be respected and monetised in this new world, or will it be mined without consent under the umbrella of technology’s progress?

    Looking Ahead

    I see this lawsuit as a turning point. It tells us that the music business will not sit back quietly while AI builds value on top of existing catalogues. It also tells us that creators and rights holders need to be part of the conversation, not just spectators.

    The future will probably involve licensing frameworks, better tracking systems, and perhaps new forms of royalties for when music is used in AI training. But to get there, we need to first establish that the rights of creators cannot be ignored, no matter how powerful the technology becomes.

    This is not just about lawsuits and settlements. It is about setting the rules for a future where music and AI will inevitably grow together, on terms that respect the people who create it.

  • YouTube Didn’t Just Beat Netflix. It’s Redefining the Music Business

    Think about the last song you discovered. Chances are, it wasn’t on a paid streaming app. You might have heard it in a YouTube Short, a viral clip, or a creator’s video. While Hollywood was focused on Netflix, YouTube was quietly becoming the world’s most powerful stage. And it is completely changing the game for musicians.

    Today, YouTube is more than a platform. It is a studio, a distributor, and a broadcaster all at once. It doesn’t rely on billion dollar originals. It thrives on creators, algorithms, and the power of Google’s ad machine.

    And it is winning.

    In Q2 2025, YouTube earned nearly ten billion dollars in ad revenue. That is more than Netflix. More than Disney Plus. For six months in a row, it has been the most watched streaming service in the US.

    For music, this shift is enormous.

    The Real Streaming Giant

    YouTube is the world’s biggest music service. Here in India, it reaches over five hundred million users every month. For many people, it is their first music player, not Spotify or Apple Music.

    Every release, every lyric video, every live session ends up here. This is where discovery happens. This is where fan culture grows. And this is where rights must be managed.

    The Creator Model

    Netflix and Spotify pay for content. YouTube does things differently. Creators upload it. Rights holders claim it. Ads run on top.

    That means two things. There is an endless supply of content. And there is endless competition for attention.

    For independent artists, this is both an opportunity and a challenge. You can release a song today and reach millions of people. But you are also competing with millions of other creators.

    The Royalty Question

    Content ID is brilliant technology. It scans every upload and matches it to rights holders. But it also gives YouTube leverage. Disputes, partial claims, and revenue splits can become messy.

    And unlike subscription platforms, payouts depend on ad revenue. If ads drop, so do royalties. Creators and publishers need to stay on top of their metadata, their claims, and their reporting.

    Shorts and Discovery

    Shorts has completely changed the game. Many songs now break first on Shorts before streaming platforms even notice. It has become the new radio.

    Artists who plan for Shorts, reels, and community engagement are finding organic reach. The algorithm loves frequency and cultural timing.

    Why This Matters for Indian Music

    For Indian labels and creators, YouTube is not just for promotion. It is the main release platform. Optimising titles, descriptions, credits, and rights claims can turn views into real revenue.

    Live streams, premieres, memberships, and super chats open more income streams. But this only works if rights and royalties are set up correctly.

    What Comes Next

    YouTube will keep growing. AI music, user generated content, and live sports will fill it with even more material. This will make metadata, rights management, and fair payouts more critical than ever.

    For creators and rights holders, the playbook is clear. Treat YouTube as your primary distribution channel, not an afterthought.

    If you are building music strategy, managing rights, or designing royalty systems, now is the time to get YouTube right. It is where your audience is. It is where the money flows.

    And if you’re building something in music or media, let’s work together to build a strategy that works.

  • The Free vs Paid Streaming Divide: Why Most Indian Users Still Prefer Free

    Most people in India stream music for free.


    Industry estimates suggest only about 20 million listeners actually pay for subscriptions out of nearly 192 million monthly music streamers.

    That means almost 9 out of 10 listeners are on ad-supported plans.

    Great for reach, but not so great for artist payouts.

    Why This Matters

    Free streaming pays much less per play.
    Ads bring in far less revenue than subscriptions.
    This means every stream earns just a fraction of what it could.

    For artists, this makes royalty income unpredictable.
    Your monthly payout depends on ad rates, user activity, and platform revenue: things you cannot control.

    Paid subscribers change that.
    Their fees create a stable pool of money that gets shared with rights holders.
    The more paid users a platform has, the better your earnings per stream.

    Why Listeners Still Choose Free

    Price is the biggest reason.
    Most users do not want to pay when free options exist.

    Family plans and student discounts are still not as widely promoted as in other countries.
    Regional language listeners often feel streaming apps don’t serve them enough local content to justify payment.

    And for many casual listeners, music is background noise, not something they feel they should pay for.

    What You Can Do As A Creator

    1. Check your data. Understand how much of your audience is free vs paid.
    2. Know your streams. Ask your distributor or label for a breakdown of paid vs free listeners. This helps you plan better and target your audience where it counts.
    3. Encourage your fans to support you where it matters. Tell them why a paid stream makes a difference for you.
    4. Do not rely only on streaming income. Think sync, shows, brand deals, merch.
    5. And most important, keep your metadata clean. Register every track so you can collect what you are owed.

    The Bigger Picture

    India will not stay a free-first market forever.
    As more platforms push exclusive content and better features, subscriptions will grow.

    When that happens, those who are already registered and royalty-ready will benefit first.
    If you want to future-proof your earnings, start now.

  • Offline Use And AI Transparency. India’s Next Big Music Rights Frontier.

    I hear music every time I eat out.
    It plays in restaurants, cafes, and hotels.
    Often, it is played without permission.

    The composers of those songs earn no royalty.
    That is not fair.

    At the same time, AI is becoming louder.
    Many creators are worried. They fear their work is used in AI models without consent or credit.

    These are two major cracks in the income streams of creators.

    What Is Happening Now

    People are finally paying attention to non digital breaches.
    Music labels are taking legal action.
    They are targeting hotels, restaurants, and event organisers who use music without licenses.

    The financial loss is huge.
    Industry reports indicate India loses ₹8,000 to 10,000 crore each year to unlicensed music use.
    Brands use music in ads and social media without proper licensing.
    Creators lose out.

    Calls for AI transparency are growing.
    At the recent All About Music conference, the Indian Music Industry pushed for new rules.
    They want disclosure laws that force AI companies to reveal if they use copyrighted music for training.

    The hardest hit are often the unseen creators.
    Session musicians, backing vocalists, and instrumentalists are regularly left out of metadata.
    Their work is essential to hit songs, but they remain unpaid and uncredited.
    This is a long standing injustice.

    Why This Matters Everywhere

    Globally, the streaming market is mature.
    The new battles are over offline rights enforcement and AI fairness.
    India is still building this infrastructure.

    Offline music use is everywhere, but it exists in a legal grey area.
    If creators are not registered, or if reporting is weak, they miss out on royalties.

    AI has similar problems.
    When AI models use content without permission, creators lose control and income.

    What You Can Do Now

    If you are a creator, label, or author, here is what you should do.

    Register your works as early as possible.
    Every song and every instrumental.
    Make sure your performing rights organisation knows who you are.

    Keep an eye on offline venues.
    Find out who is playing your music and where.
    Demand proper licensing.

    Ask for transparency around AI.
    If a tool uses generative AI, ask how your content may be involved.

    Keep your metadata clean.
    Document authorship and ownership clearly.

    Sign contracts that cover sync rights, AI use, and offline rights.

    What To Be Careful Of

    Do not give away too many rights in your contracts.
    Read license terms carefully, especially for offline use.
    Ensure publishers and labels are transparent about revenue sharing.

    Also, keep an eye on new regulations.
    Government policy around licensing and AI transparency will change the industry.

    Protecting Your Value

    Offline music use and AI transparency are two major gaps in how creators earn.

    They are connected.
    Both require clarity, good metadata, and proactive creators.

    If you wait for the rules to change, you may lose revenue.

    Prepare now.
    Make sure your rights are protected.

    When India’s systems catch up, you will be ready to collect what you deserve.