Believe Elevates Akhila Shankar to Lead Artist Services in India & South Asia

Mumbai, 17^th April 2026: In a significant development, Believe has elevated Akhila Shankar to the role of Director of Artist Services for India and South Asia, a move that signals the company’s growing focus on independent artists and regional expansion. Based in Mumbai, Shankar will now lead one of the most critical verticals in the modern music business: artist development.

India is currently one of the fastest-growing music markets globally, driven by streaming, independent artists, and digital-first consumption. With this elevation, Believe is doubling down on its mission to become a global artist development platform, with India at the center of that vision.

Talking about this move Akhila Shankar said, “Building TuneCore in India has been a deeply rewarding journey. It’s shaped how I think about the systems independent artists need for their growth and long-term career sustainability. This next chapter with Believe feels like a natural extension of that work. I’m excited to build more connected pathways for artists, from discovery to development and support them more holistically as they grow. There’s a lot to be done, and I’m looking forward to what we can build together”.

Shankar will focus on strengthening artist partnerships, building scalable local capabilities, and creating pathways for artists to grow both regionally and internationally. Before stepping into this expanded role, Akhila Shankar led TuneCore India and South Asia, where she played a key role in scaling the platform’s presence. Under her leadership, TuneCore enabled independent artists to access global distribution while retaining ownership of their music, a shift that has been crucial in empowering India’s indie ecosystem. Her work has supported artists like Ritviz and Talwiinder, while also contributing to projects linked with Diljit Dosanjh through partnerships with Famous Studios.

Vivek Raina, Managing Director, Believe India, added, “As the music landscape in India and South Asia evolves, our focus remains on building a robust ecosystem that supports artists at every stage of their journey. Akhila’s deep understanding of the market, combined with her track record of execution, makes her well positioned to lead this next phase of growth for our Artist Services business.”

This transition also marks the departure of Shilpa Sharda, who exits after a 12-year tenure with the company. Her contribution to building Believe’s presence in India has been instrumental, and the leadership shift represents a new chapter for the organization. The Indian music industry is witnessing a massive shift toward independent artists, with platforms enabling creators to bypass traditional gatekeepers. Companies like Believe and TuneCore are at the forefront of this transformation. With over 800 billion streams generated globally by Believe artists in 2024, the scale of this ecosystem is already massive, and growing.