Universal Music India has entered into an exclusive global distribution partnership with Mumbai-based independent music company first.wav, as major music companies continue deepening their involvement in India’s fast-growing independent music sector.
Under the agreement, Universal Music India will globally distribute music from first.wav’s roster of artists, giving the company and its artists access to UMG’s international distribution network, market expertise and platform relationships.
Founded by singer-songwriter and A&R executive Raghav Meattle, first.wav operates across artist management, music distribution and digital marketing, with a growing ecosystem built around independent artists. The company also runs a playlist network with more than 400,000 followers alongside social media platforms with a combined audience of over 300,000.
The partnership reflects increasing interest from global music companies in India’s independent artist economy, particularly businesses that already combine artist development, audience building and digital infrastructure under one umbrella.
first.wav currently works with artists including gini, Divyam Sodhi, Bharath, Khwaab, Samad Khan and Kunal Kemmu, with the company positioning itself as a long-term support system for independent musicians across multiple stages of their careers.
“Independent music in India is at a tipping point,” said Meattle. “Our goal is to build the environment that allows artists to focus on what they do best: create. Whether it’s through management, marketing, or distribution, we’re creating an ecosystem that supports artists at every stage of their journey.”
Sanujeet Bhujabal added, “We want to make sure that artists from across the spectrum of Indian music have access to the tools and expertise they need to succeed. Partnering with an artist-forward music company like first.wav is a natural fit.”
Alongside the distribution partnership, first.wav is also investing in physical infrastructure through the development of a dedicated music and video production studio in Mumbai designed to support collaboration, content creation and artist development.
For Universal Music India, the agreement further strengthens its positioning within India’s independent music market, where artist services, creator infrastructure and fan-facing digital ecosystems are becoming increasingly important parts of label strategy.
