Universal Music India has signed a global distribution deal with first.wav, a Mumbai-based music company focused on independent Indian artists.
Under the exclusive agreement, announced on Tuesday (May 12), Universal Music India will distribute music from first.wav‘s roster globally.
The partnership is designed to expand the international reach of first.wav‘s artists through access to UMG‘s global platforms and infrastructure.
first.wav was founded by singer-songwriter and A&R Raghav Meattle, who previously headed up Big Bang Music (Records) India.
The company describes itself as “run by artists for the benefit of artists,” with operations spanning artist management, music distribution, and marketing.
According to the press release, first.wav‘s digital ecosystem includes a playlist network reaching over 400,000 followers and social media platforms with a combined following of more than 300,000.
Its roster includes artists such as gini, Divyam Sodhi, Bharath, Khwaab, Samad Khan, and actor-musician Kunal Kemmu.
“Independent music in India is at a tipping point.”
Raghav Meattle, first.wav
“Independent music in India is at a tipping point,” said Raghav Meattle, Founder of first.wav.
“Our goal is to build the environment that allows artists to focus on what they do best – create.
“Whether it’s through management, marketing, or distribution, we’re creating an ecosystem that supports artists at every stage of their journey.
“This partnership is just the next step towards shaping the future of Indian indie music.”
Sanujeet Bhujabal, MD, Universal Music India and South Asia, said: “Artistry is central to the culture of Universal Music India, where we discover, nurture, enable and celebrate the craft of artists across India.
“We want to make sure that artists from across the spectrum of Indian music have access to the tools and expertise they need to succeed.
“Partnering with an artist-forward music company like first.wav – with its rich ecosystem that supports artists from across the indie community – is a natural fit.”
“Partnering with an artist-forward music company like first.wav – with its rich ecosystem that supports artists from across the indie community – is a natural fit.”
Sanujeet Bhujabal, Universal Music
first.wav is also investing in physical infrastructure, with the development of a dedicated music and video studio in Mumbai.
The deal is the latest in a series of strategic moves by Universal Music India to expand its footprint across the Indian music landscape.
In March, UMI formed an exclusive partnership with Albuquerque Records, a new independent label from Indian singer-composer Anirudh Ravichander.
In January, Universal Music India acquired a 30% stake in Bollywood production house Excel Entertainment in a deal that valued the company at approximately $267 million.
In August 2025, UMI entered into a strategic partnership with Maddock Films and its new music label Mad For Mussic.
In 2023, Universal struck a strategic partnership with India-based talent agency REPRESENT to help introduce Indian music culture to global audiences.
Bhujabal was appointed Managing Director of Universal Music India and South Asia in June 2024.Music Business Worldwide
