For years, getting music in front of a large audience often meant going through a record label. For independent artists, that could also mean giving up part of the ownership and control of their music. That model is beginning to change.
Music-tech startups such as Madverse and Damroo are giving independent musicians access to many of the services traditionally offered by record labels. These include music distribution, royalty collection, rights management, marketing and audience development, while allowing artists to retain ownership of their work.
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How music-tech platforms are changing the indie music scene
Platforms such as Madverse and Damroo help artists distribute their music across major streaming services, including Spotify, Apple Music, YouTube Music and Amazon Music. But distribution is only one part of the business.
These platforms also help musicians manage royalties, publish their work, find opportunities for music licensing and promote new releases. Some services also use technology and data to help artists understand their audiences and make decisions about distribution and marketing. For independent musicians, this can remove some of the barriers that traditionally came with building a career without a record label.
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Rajesh Sethi, partner and leader for media, entertainment and sports at PwC India, said the growth of platforms such as Madverse and Damroo reflects a shift in the industry, with independent artists gaining the ability to reach audiences at scale without relying entirely on traditional labels.
Why independent music is gaining ground in India
India’s music market has traditionally been heavily influenced by film music. Hindi film music currently accounts for a large share of streaming, while independent and non-film music is gaining ground.
The Financial Express report notes that non-film music could account for 30–40% of the market in the coming years. India also has more than 40,000 active music creators producing tens of thousands of original non-film tracks each year.
Cheaper data, easier access to music-production tools and growing interest in regional and independent music are helping artists reach listeners directly. This has created a new requirement: artists need more than a platform to upload their songs. They also need support with the business side of music.
What does Madverse offer independent artists?
Madverse has built a range of services around the needs of independent musicians and labels. The company says it has onboarded more than 200,000 independent artists and labels across more than 45 countries. It crossed 100,000 artists within two years of launch and passed 150,000 by early 2026.
Artists can distribute their music globally while retaining up to 100% ownership of their master recordings, according to the company. The platform also provides royalty collection, music publishing administration and sync licensing. Sync licensing allows music to be used in films, advertisements and OTT content.
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Marketing is another part of the service. Artists can get support with playlist pitching, pre-save campaigns and performance marketing. Madverse also offers AI-powered tools aimed at helping artists with areas such as distribution, royalties and career decisions. The company earns revenue through subscriptions, royalty shares and additional services such as marketing, analytics, content monetisation and rights management.
Damroo is taking a similar approach
Damroo is also building services around independent musicians. Its offering includes digital music distribution, publishing administration, YouTube growth management, marketing support, artist collaborations and royalty collection. The company also provides financial assistance for content production.
Its founder, Ram Mishra, has pointed to visibility, monetisation and long-term career support as some of the challenges still faced by independent and regional artists. The emergence of these platforms suggests that the independent music business is becoming less dependent on a traditional label structure.
Indrani Priyadarshini is a journalist and editorial professional specialising in technology, artificial intelligence, smart cities, green energy, and digital transformation. With over four years of experience in tech journalism and digital media, she is known for turning complex industry developments into clear, engaging, and insightful stories. Her expertise spans reporting, editorial strategy, digital publishing workflows, and in-depth coverage of emerging technologies shaping the future.
