Warner Music India has announced a strategic expansion of its Artist Services & Expanded Rights (ASER) division, strengthening its focus on artist development, management, live touring, A&R and long-term brand partnerships as it looks to build more sustainable careers for artists beyond recorded music.

According to the company, the expanded ASER division is designed to offer an integrated approach to artist management by bringing together multiple aspects of an artist’s career, including music releases, live performances, brand collaborations, sync opportunities and commercial partnerships. The move reflects the growing convergence of music with advertising, sports, live entertainment and creator-driven content.

Warner Music India said the strategy aims to help artists evolve into long-term brands while creating new revenue opportunities across domestic and international markets. In addition to supporting recorded music, the division will focus on developing scalable careers through touring, sponsorships, licensing and strategic collaborations.

One of the recent examples of this approach is “The Sting Within Me,” a collaboration between Sting Energy and Alan Walker, inspired by the excitement of Formula One. The campaign was launched during the Spanish Grand Prix in Barcelona, with the track crossing one million streams on Spotify within a week of its release.

Live entertainment forms another key pillar of the expansion. Warner Music India plans to scale concerts, festivals and touring opportunities for artists in India and overseas while creating music-led intellectual properties that extend across both live events and digital platforms.

The company is also strengthening its collaboration with Warner Chappell Music India to unlock additional sync and licensing opportunities, enabling artists to generate value from both their recordings and publishing rights.

The expanded strategy has already resulted in several high-profile collaborations. The Women’s Premier League has featured integrations with Ayushmann Khurrana, Shruti Haasan, Jonita Gandhi and Hanumankind.

Among its brand partnerships are collaborations involving Jameson with King and Sanjith Hegde, as well as Darshan Raval partnering with Dubai Tourism. Raval has also been signed as the face of Sony India’s premium audio range.

Commenting on the expansion, Jay Mehta said artists today are creating value across multiple touchpoints beyond music alone. He noted that the strengthened ASER division reflects the company’s commitment to building an integrated ecosystem that supports artists in achieving lasting cultural and commercial impact in India and international markets.

Anisha Gaba said the vision behind the division is to provide artists with a complete ecosystem rather than focusing solely on individual releases. She added that the model spans emerging talent, global collaborations, live experiences, brand partnerships and sync opportunities to help artists build long-term careers.

With India’s music industry witnessing increasing collaboration between entertainment, brands and live events, Warner Music India’s expanded ASER division underscores the company’s strategy of positioning artists at the centre of a broader commercial and cultural ecosystem.