Warner Music India has expanded its artist services and expanded rights division, which will now “deepen its focus across artist development, management, A&R, live touring, and long-term brand partnerships”.
Also known as ASER, the division will serve as a bridge between the record label and sectors as brands, sports, live entertainment and creator culture.
Live music is described as a “critical growth pillar” within ASER. Though the major has just announced the division’s expansion, it has been active for some time now.
In March 2025, it was behind the performances staged by actor-singers Ayushmann Khurrana and Shruti Haasan, playback and pop vocalist Jonita Gandhi, and rapper Hanumankind during the country-wide Indian Women’s Premier League T20 cricket tournament.
Among the brand alliances it has forged are a collaborative Hindi and Telugu track by rapper King and singer Sanjith Hegde for Jameson ginger ale, which was released in September last year; and pop vocalist Darshan Raval’s ambassadorship deal with Sony India for its premium audio products, which was announced earlier this month.
