Neha Malhotra brings a strong blend of entrepreneurial and industry experience from OneNative Studio and Saregama India Ltd., stepping into a role focused on artist-first storytelling, digital audience growth, and brand collaborations.
Her mandate aligns with the rapidly evolving music ecosystem in India, where streaming platforms, short-form video, and independent artists are reshaping how music is discovered, distributed, and monetised. The focus is shifting from traditional label-led promotion to creator-driven growth, platform-native content, and direct fan engagement.
With experience across content, branding, and artist development, Neha Malhotra is expected to help build scalable digital strategies that prioritise artists while leveraging data, platforms, and partnerships.
The move reflects a broader trend where music companies are investing in digital-first marketing, creator ecosystems, and cross-platform storytelling to stay relevant in a highly fragmented attention economy.Music consumption is increasingly driven by digital platforms and creator-led discovery.
Bottom line: Neha Malhotra’s role signals a shift toward artist-first, digital-led growth strategies in India’s evolving music industry.
