UNIFIED Music Group Enters Strategic Partnership With Mantra Roots

UNIFIED Music Group has entered a strategic partnership with Mantra Roots, with UNIFIED Artist Management’s Senior Artist Manager, Caleb Williams, leading the collaboration.

Mantra Roots provides support in production, publishing, promotion, and performance for spiritually devoted artists, working to remove barriers for said artists.

By partnering with Mantra Roots, UNIFIED continues its expansion into India. The independent music group has already promoted ISHAN at The Hills Festival in Meghalaya and opened for Bryan Adams in Kolkata.

In partnership with Mantra Roots, UNIFIED has also secured Maithili Thakur for Melbourne’s live music extravaganza, ALWAYS LIVE, and Radhika Das for his debut Australian tour in October 2024. This month, the companies will present Jahnavi Harrison (with support from Keli Woods) in Brisbane, Sydney, Melbourne, and Perth.

UNIFIED’s artist services program, Community Music, will provide distribution, marketing, release strategy, and promotional services for Mantra Roots.

“We’re seeing a global surge in demand for conscious and spiritual music – something I feel deeply connected to and passionate about,” Williams commented in a statement. “Mantra Roots is leading the way in this movement, and we’re thrilled to collaborate with them and Community Music to expand their reach even further.”

Williams has more than a decade of experience in shaping artist careers and navigating the global music industry with artists such as The Amity Affliction, Bodyjar, and Violent Soho. While continuing to oversee matters at UNIFIED, Williams will focus on the growth of Mantra Roots by working on artist development, partnerships, and global expansion.

As a press release notes, India’s music industry is booming.

The country’s music ecosystem is estimated to grow from AUD $440 million in 2023 to AUD $680 million by 2026, with India accounting for 14% of global streams, marking an 81% year-on-year increase. India is reportedly set to become the second-largest streaming market after the US.

India’s growth is due to both domestic demand and export opportunities, including in Australia, where the South Asian community is shaping music trends. If this growth continues, India is expected to enter the Top 10 global music markets.