Believe has elevated Akhila Shankar to the role of Director of Artist Services for India and South Asia, with the executive continuing to lead TuneCore in the region alongside the expanded remit.
Based in Mumbai, Shankar will take on the new position immediately while continuing to oversee TuneCore India and South Asia. In her expanded remit, she will focus on artist development, deepening label and artist partnerships, and strengthening local capabilities, with an emphasis on building pathways for regional and international growth.
The appointment follows the departure of Shilpa Sharda, Believe India’s outgoing Director of Artist Services, who is leaving the company after 12 years “to pursue other interests,” the company 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,” said Shankar.
“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.”
“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.”
Akhila Shankar, BELIEVE
Vivek Raina, Managing Director of 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.”
Shankar was named Head of TuneCore, South Asia in January 2024, succeeding Heena Kriplani, who had built the distributor’s South Asia business from its launch in 2020. Before joining TuneCore, Shankar served as Director, International at subscription podcast and audio company Luminary, and previously spent more than seven years at Indian streaming platform JioSaavn, where she held roles including Director and Head of Brand, Comms and Marketing.
“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.”
Vivek Raina, Believe
According to Believe, TuneCore’s independent releases in the region include music from artists such as Ritviz and Talwiinder, as well as projects with Famous Studios for Diljit Dosanjh.
The Believe Artist Services roster in the region, meanwhile, includes artists such as Sanju Rathod, Cheema Y and Gur Sidhu.
Believe has operated in India since 2013 and has expanded its footprint through a series of acquisitions, including its 2019 purchase of Venus Music — rebranded as Ishtar in 2021 — and its 2021 acquisition of a 76% stake in Tamil-language soundtrack label Think Music for €13 million (approximately $14.6 million at the time). In early 2024, Believe also acquired a Punjabi-language catalog from India-based White Hill Music, and in June 2025 the company launched Mahra Tora, an imprint dedicated to Haryanvi music.
In a June 2024 interview with MBW, Believe Founder and CEO Denis Ladegaillerie described the company as “the largest player” in India on local repertoire, and identified India as one of the Top 10 markets where Believe intends to retain a prominent position.Music Business Worldwide
Believe has announced the promotion of Akhila Shankar to the position of Director of Artist Services for India and South Asia. In this new role, Shankar will continue her leadership of TuneCore in the region while expanding her responsibilities to enhance artist development, deepen partnerships with artists and labels, and build local capabilities that support both regional and international growth. Based in Mumbai, she will begin her new position immediately, succeeding Shilpa Sharda, who has left the company after 12 years to pursue other interests.
Reflecting on her time with TuneCore, Shankar stated that her experience has profoundly shaped her understanding of the systems independent artists require for growth and sustainability. She expressed excitement about her new role at Believe, viewing it as a continuation of her efforts to create connected pathways for artists, guiding them from discovery to development while offering comprehensive support as they advance in their careers. Shankar emphasized the importance of collaboration and is eager to see what can be achieved collectively.
Vivek Raina, Managing Director of Believe India, highlighted the evolving music landscape in the region, reiterating the company’s commitment to building a robust ecosystem that supports artists at every stage. He praised Shankar’s deep market understanding and execution track record, positioning her well for this next phase of growth in the Artist Services business.
Shankar initially took on the role of Head of TuneCore for South Asia in January 2024, following Heena Kriplani, who was instrumental in establishing TuneCore’s South Asia operations. Prior to her tenure at TuneCore, Shankar held key positions, including Director of International at Luminary and various roles at JioSaavn, an Indian streaming platform, where she was involved in brand, communications, and marketing strategies.
Under Shankar’s leadership, TuneCore has made significant strides in the region, with independent releases featuring artists like Ritviz and Talwiinder, and collaboration with Famous Studios for projects involving Diljit Dosanjh. The Believe Artist Services roster also includes notable artists such as Sanju Rathod, Cheema Y, and Gur Sidhu.
Believe has been active in India since 2013 and has expanded its presence through strategic acquisitions. Notable acquisitions include Venus Music in 2019, which was rebranded as Ishtar in 2021, and a 76% stake in Think Music, a Tamil-language soundtrack label, for €13 million (approximately $14.6 million at the time). In early 2024, Believe also acquired a Punjabi-language catalog from White Hill Music and launched Mahra Tora, an imprint dedicated to Haryanvi music in June 2025.
In a June 2024 interview, Believe’s Founder and CEO Denis Ladegaillerie emphasized the company’s status as a leading player in India’s local music repertoire. He identified India as one of the top ten markets where Believe aims to maintain a significant presence, reflecting the company’s strategic focus on growth and support for the evolving music ecosystem in the region.
In summary, Akhila Shankar’s new role as Director of Artist Services at Believe signifies a commitment to fostering artist growth and development in India and South Asia. Her leadership at TuneCore and her extensive experience in the music industry position her to effectively navigate the changing landscape and build a supportive framework for independent artists. With ongoing investments and strategic partnerships, Believe is poised to enhance its influence in the region’s music scene.
