Dozens of independent artists across India are set to find a new home as Warner Music India’s subsidiary, Divo Music, prepares to launch Loopd, an ambitious new independent music label fully backed by Warner Music Group. The label, scheduled to debut in early September 2025, represents a significant investment in India’s burgeoning independent music scene and aims to provide a global platform for authentic voices emerging from the country’s diverse musical landscape.
Loopd enters the market at a pivotal moment when consumer preferences are increasingly shifting toward genre-bending, non-mainstream music. This trend, coupled with the expanding reach of digital platforms and streaming services, has created newfound commercial viability for independent artists. The label intends to challenge conventional music industry models by emphasizing artist independence and creative freedom rather than imposing restrictive contracts typical of major labels.
The evolving digital landscape has transformed independent music from cultural phenomenon to commercial force, revolutionizing industry power dynamics.
Jay Mehta, Managing Director of Divo Music, will spearhead the Loopd initiative with a team comprising experts in indie music marketing, digital strategy, and artist development. Their approach targets musicians across multiple genres who exhibit innovation and non-conformity, with recruitment strategies including scouting via digital platforms, live performances, and grassroots music communities. The label is also pioneering a comprehensive income diversification program that helps artists establish multiple revenue streams beyond traditional recording royalties.
The label’s extensive support structure offers distribution, marketing, branding, and sync licensing services while utilizing Warner Music’s global platforms to facilitate cross-border collaborations. This infrastructure aims to support indie artists with resources that might otherwise be inaccessible to them, potentially transforming careers that mainstream labels might overlook. Artists will gain access to specialized promotional tools for streaming platforms, including Spotify Marquee ads and editorial playlist submissions to maximize audience growth. The label will celebrate its launch with the debut release of Nizhal by Adhithya RK, which has already received an endorsement from acclaimed actor Mohanlal.
With competitor labels increasingly focusing on indie sectors, Loopd’s launch represents a strategic move by Warner Music Group to secure market leadership in this growing segment. The label’s commitment to nurturing underrepresented voices and regional language artists further distinguishes its mission in the evolving music landscape, where artist autonomy and direct fan engagement have become increasingly valued qualities that drive both artistic integrity and commercial success. Shahir Muneer’s vision emphasizes artist empowerment through dedicated resources and global visibility while maintaining the authentic identity of independent musicians.
