Warner Music India has announced a strategic partnership with Rthyms.Life, described as a “creator-first music ecosystem” that’s headquartered in India and Dubai.
Rthyms.Life says on its website that its aim, in tandem with partner Warner Music, is “to export the pulse of Indian music to global charts”.
The entertainment company says that it offers “a full-stack ecosystem in which creators retain control over every aspect of their careers – from cross collaborations and studio sessions, through to bookings and career management”.
Through the partnership, Warner Music India will provide distribution across global platforms, and according to the announcement, will “leverage its extensive network to help propel artists to the top of the international and domestic charts”.
The Rthyms.Life roster includes the likes of Guru Randhawa, Savi Kahlon, Sardar Khehra, Aastha Gill, Zehr Vibe, Guri, Youngveer, Aaryan Bidada, Bob.B Randhawa, and Siroyi.
Launched in 2020, Warner Music India’s roster features prominent domestic artists such as Darshan Raval, Diljit Dosanjh, Karma, King, and Sanjith Hegde, alongside global stars including Benson Boone, Bruno Mars, Coldplay, Dua Lipa, and Ed Sheeran, which it represents locally.
The company has strengthened its presence in the market in recent years through strategic moves such as buying a majority stake in Southern India’s Divo, and the acquisition of artist management company E-Positive.
Warner Music India has also acquired a minority stake in live entertainment platform SkillBox and struck key partnerships, including a deal with Tips Music, as well as regional collaborations with Sky Digital (Punjabi music) and Global Music Junction (Haryanvi and Bhojpuri).
Elsewhere, Warner Music India launched MAATI, a folk imprint featuring artists like Vishal Dadlani, Mohit Chauhan, Rani KohEnur, Mikey McCleary, and Varun Grover. It also teamed with Warner Music Canada to create 91 NORTH RECORDS, debuting with Punjabi stars Karan Aujla and Jonita Gandhi to champion South Asian talent globally.
“This collaboration will help the Rthyms team and their artists reach their full global potential.”
Jay Mehta
Jay Mehta, Managing Director, Warner Music India & SAARC, said: “We’re excited to partner with Rthyms.Life to support its unique creator-first music ecosystem. This also aligns with Warner Music India’s ethos of creating a 360 ecosystem for artists.
“This collaboration will help the Rthyms team and their artists reach their full global potential.”
“Together with Warner Music India, we’re turning authenticity into global anthems, giving every creator charts, fans, and respect worldwide.”
Gurjot Singh, Rthyms.Life
Gurjot Singh, Co-Founder of Rthyms.Life, added: “Rthyms.Life is where artists own their journey. Together with Warner Music India, we’re turning authenticity into global anthems, giving every creator charts, fans, and respect worldwide.”
“Rthyms.Life was built on a simple belief – that artists deserve a platform where creativity isn’t restricted, but amplified.”
Akshit Lahoria, Rthyms.Life
Akshit Lahoria, Co-Founder of Rthyms.Life, finished: “Rthyms.Life was built on a simple belief – that artists deserve a platform where creativity isn’t restricted, but amplified.
“This partnership with Warner Music India marks a new chapter in that mission. Together, we’re enabling creators to turn their stories into global sounds, ensuring their art travels farther, louder, and with the respect it truly deserves.”Music Business Worldwide