Akhila Shankar Promoted to Director of Artist Services for India and South Asia at Believe

Why It Matters

Shankar’s promotion strengthens Believe’s leadership at a time when India’s music ecosystem is rapidly digitizing, giving independent artists a more robust distribution and development platform. It underscores Believe’s commitment to dominate the South Asian market through localized services and strategic talent management.

Key Takeaways

• Akhila Shankar now leads Believe's Artist Services across India and South Asia
• She will continue overseeing TuneCore while expanding label and artist partnerships
• Believe's recent acquisitions cement its status as India's top local repertoire player
• Shilpa Sharda exits after 12 years, prompting leadership reshuffle

Pulse Analysis

Believe’s elevation of Akhila Shankar reflects the company’s aggressive push to deepen its footprint in India’s booming music market. The region, now among Believe’s top ten global priorities, has seen the firm acquire key local catalogs—Venus Music, Think Music, and White Hill Music—solidifying its position as the largest holder of domestic repertoire. By integrating artist services with its distribution arm TuneCore, Believe aims to create a seamless ecosystem that supports creators from discovery through monetization, a strategy that mirrors global trends toward end‑to‑end digital music solutions.

Shankar brings a rare blend of brand, marketing, and product expertise, having shaped JioSaavn’s growth and led Luminary’s international expansion. Her dual role overseeing TuneCore and now directing Artist Services equips her to align distribution technology with hands‑on artist development. This synergy is crucial for independent musicians seeking scalable pathways to regional and global audiences, especially as streaming platforms increasingly favor localized content. Under her leadership, Believe is poised to enhance label partnerships, nurture emerging talent like Ritviz and Gur Sidhu, and refine the support infrastructure that independent artists need for sustainable careers.

The promotion also signals a broader industry shift: major distributors are investing heavily in localized services to capture market share from global streaming giants. With India’s music revenues projected to surpass $1 billion this year, Believe’s strategic hires and acquisitions position it to capitalize on both domestic consumption and cross‑border collaborations. As competition intensifies, the company’s ability to offer integrated distribution, marketing, and artist development will be a differentiator, potentially reshaping how South Asian music reaches global listeners.