Interview with Jay Mehta on Warner Music’s M&A Strategy in South Asia

India has become a crucial focus for Warner Music Group, and for good reason. The CEO, Robert Kyncl, recently highlighted India’s potential to become a major player in the global music industry due to its large GDP compared to its relatively small recorded music market. With only 2% of India’s 1.4 billion population subscribing to music streaming services, there is huge room for growth in this sector.

Interestingly, India saw the biggest increase in annual on-demand music streams compared to any other country, pointing to its potential to become the world’s largest music streaming territory by volume in 2024. This growth has not gone unnoticed by Warner Music Group, which officially launched Warner Music India in March 2020, led by Jay Mehta.

Since then, Warner Music India has made significant distribution and M&A deals to strengthen its position in the market. Partnerships with Tips Music, Sky Digital India, and strategic investments in companies like JetSynthesys’ Global Music Junction have been part of the strategy. Acquisitions of companies like E–Positive and Divo further show Warner Music’s commitment to the Indian market.

Mehta, as the Managing Director of Warner Music South Asia, emphasizes the importance of M&A in expanding the company’s presence in India. He aims for Warner Music India to be a top three label in the country, despite entering the market relatively late. Mehta believes that India’s Punjabi music has the potential to become a global phenomenon following in the footsteps of K-pop and Afrobeats.

Artists like Diljit Dosanjh, signed by Warner Music India in 2022, are already making waves internationally. Dosanjh’s success in global performances and appearances on shows like The Tonight Show with Jimmy Fallon demonstrate the growing influence of Punjabi music on the world stage. Other Punjabi stars like Shubh, Karan Aujla, and Hindi-language rapper King are also contributing to this cultural shift.

Warner Music’s joint venture with 91 North in Canada, led by Ikwinder Singh and Ajay Charlie ‘B’ Saxena, is part of the company’s goal to bring South Asian music to a wider audience. The success of artists like Karan Aujla in Canada’s music scene illustrates the potential for crossover success. Mehta is optimistic about the future, hoping to see a frontline South Asian artist win a mainstream award like a Grammy in a major category.

As Warner Music Group continues to invest in India and other key markets, the global music scene can expect to see more exciting developments coming from South Asian artists. The dream of India becoming a global music powerhouse is slowly but surely becoming a reality, thanks to the efforts of industry figures like Jay Mehta and the team at Warner Music.