What Represent does

Represent (legally Represent Entertainment Pvt Ltd) is an India-based talent management and entertainment company founded in 2019 by Aayushman Sinha and headquartered in Mumbai. The company provides 360-degree management services for an exclusive roster of 18+ music artists and content creators, spanning career development, brand partnerships, music releases, touring, and live performances. Its represented roster includes Anuv Jain, AP Dhillon, KSHMR, Jay Sean, Jonita Gandhi, Lost Stories, Zaeden, and Ananya Birla, among others, with collective outputs exceeding 200 music releases and 1000 live shows.

The company operates four primary revenue streams: artist management commissions, brand consulting (delivered for enterprise clients including Coca-Cola, Snapchat, Meta, Triller, and H&M), live entertainment bookings through its RE:PLAY division (India's first exclusive artist booking agency), and equity participation in artist-led consumer brands such as SOL fragrance, Comet sneakers, and the House of X creator D2C platform. Pricing is quote-based and not publicly disclosed.

The business has no proprietary technology platform — it is a services organization that monetizes via management commissions, professional services fees for brand strategy and campaign execution, transaction fees on live bookings, and equity upside from artist-led ventures. Represent serves two primary customer segments: global and Indian consumer brands seeking music-led cultural marketing, and independent music artists seeking comprehensive career management. Since 2019, the company has established relationships with 300+ brands and claims recognition as one of the top Indian music startups by Entrepreneur Magazine.

Name

Represent

Legal name

Represent Entertainment Pvt Ltd

Website

https://representmgmt.in

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Represent is a Mumbai-based talent management and entertainment company managing 18+ Indian music artists and delivering brand consulting, live entertainment bookings (RE:PLAY), and artist-led D2C brand investments for global brands including Coca-Cola, Meta, and Snapchat.

Ownership category

akta.pro rank

Product category

Talent Management and Entertainment Services

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Full-Service Artist Management (MPAIAGAA)

akta.pro secondary industries

Artist Booking, Talent Buying & Agency Services (MPAGAAAF), Brand Partnerships & Music Placement Services (Non-Exclusive Brand Deals) (MPAIALAM), Tour & Artist Management Services (HSACAHAN)

Keywords

• Talent management
• Artist representation
• Live music booking
• Brand consulting
• Music strategy

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Artist Management & Commissions: 360-degree artist management services including career development, brand partnerships, touring, and music releases. Revenue generated through commission-based arrangements with represented artists.
2. Brand Consulting & Strategy: End-to-end music strategy consulting for brands including talent management, campaign planning, and music production. Delivered major campaigns for Coca-Cola, Snapchat, Meta, and Triller India.
3. Live Entertainment Bookings: Through RE:PLAY division, handles exclusive artist bookings for festivals, concerts, and events in India and internationally. Bookings include touring, venue negotiations, and event coordination.
4. Artist-Led Business Investments: Equity investments in artist-led ventures including SOL fragrance brand (with Zaeden), Comet sneaker company, and House of X creator-led D2C brands platform.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Represent provides 360-degree artist management services for musicians, DJs, and content creators, encompassing career development, brand partnerships, music releases, and touring. Beyond traditional management, the company delivers music strategy consulting to global brands, operates an exclusive live entertainment booking agency (RE:PLAY), and holds equity investments in artist-led D2C brands including SOL fragrances, Comet sneakers, and the House of X creator platform.

Product overview

Represent is a talent management and entertainment company offering a comprehensive suite of services centered around artist and creator management. The core offering is artist management for musicians, DJs, and content creators. Beyond traditional management, the company operates specialized divisions including RE:PLAY (live music booking and touring), and has invested in multiple businesses including SOL (D2C fragrance brand), Comet (sneaker company), and House of X (creator-led brand builder). The portfolio also includes consulting services for brands seeking music strategy and campaign planning, and creator management for digital influencers.

Differentiator

Problem solved

Functional benefit

Brands

• RE:PLAY: India's first exclusive agenting business in the live music entertainment space, focused on booking, touring, and bringing global artists to India.
• SOL
• Comet
• House of X

Products and services

• Artist Management 360-degree talent management services for musicians, DJs, content creators, and performers, including career development, brand partnerships, touring coordination, music releases, and global representation. Roster of 18+ artists including Anuv Jain, AP Dhillon, KSHMR, Jay Sean, Jonita Gandhi, Zaeden, and Lost Stories.
• RE:PLAY Live Entertainment Bookings India's first exclusive artist booking and touring agency within the Represent ecosystem, handling live show bookings for festivals, concerts, brand events, and international tours. Exclusive roster includes Anuv Jain, Zaeden, Lost Stories, Kayan, Jay Sean, and Nina Shah.
• Brand Music Strategy Consulting End-to-end music strategy consulting for brands including campaign planning, talent onboarding as ambassadors, music production, and creative direction. Delivered campaigns for Coca-Cola, Snapchat, Meta, H&M, Triller, Bacardi Breezer, Crocs, Adidas, and Zepto.
• Creator Management Management services for digital content creators including brand integrations, platform strategy, and content monetization support.
• SOL Fragrance Brand D2C fragrance brand launched by Represent, pop icon Zaeden, and Aesir Perfumes LLP, targeting Gen-Z and Millennial fragrance enthusiasts. India-based lifestyle company fusing pop culture with crafted fragrances.
• Comet Sneaker Brand Homegrown sneaker company backed by Represent, focused on making sneakers affordable yet aspirational for Indian consumers under the brand ethos 'Never Shy. Never Sorry'.
• House of X Creator Brand Platform India's first creator-led house of brands providing end-to-end tools and infrastructure to launch, build, and scale creator-led D2C businesses.

Quantifiable outcome

• 300+ global brands served including Bumble, Meta, Dell, Johnnie Walker, Maruti Suzuki Nexa
• +4 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered minor, core and flagship.

• RedditminorGTM or Marketing PartnerIndustry-first partnership with Reddit to organize 'Ask Me Anything' series giving fans direct access to artists. Unique initiative in the Indian music industry for direct artist-fan engagement.
• RE:PLAYcoreOthersInternal division of Represent - India's first exclusive agenting business in live music entertainment space. Focused on booking, touring, and bringing global artists to India. Handles exclusive roster including Anuv Jain, Zaeden, Lost Stories, Kayan, Jay Sean, Nina Shah.
• SOL (with Zaeden & Aesir Perfumes)coreStrategic or Co-development PartnerArtist-led D2C fragrance brand launched by Represent, pop icon Zaeden, and Aesir Perfumes LLP. Independent and disruptive lifestyle company fusing pop culture with crafted fragrances. Launched with Mystic Voice and Sweet Sea fragrances.
• Coca-Cola CompanyflagshipImplementation/ SI/ Consulting PartnerFull music strategy mandate including talent management, campaign planning, and consulting. Onboarded Allu Arjun and Armaan Malik as brand ambassadors. Produced 'Memu Aagamu' anthem featuring Lost Stories. Mix of Hindi, Telugu, Korean, and English cultures.
• SnapchatflagshipImplementation/ SI/ Consulting PartnerSnapchat Spotlight campaign to onboard 2000+ creators for short-form video platform. Delivered 10,340 videos in 18 months. Included creators like Raj Shamani, Zinie Sanghavi, Aditya Kumar.
• Meta/InstagramcoreImplementation/ SI/ Consulting PartnerVirtual music festival 'Live In Your Living Room' during 2020 lockdown featuring 5 Represent artists (Armaan Malik, Zaeden, Lost Stories, Anuv Jain, DJ Chetas). Curated by Instagram and Represent.
• TrillerflagshipImplementation/ SI/ Consulting PartnerTech consulting for Triller India launch. Built strong creator network with Bhuvan Bam, Awez Darbar, DIVINE, Badshah, Dimitri Vegas & Like Mike, KSHMR. Helped grow MAU from 200K to 40M. Facilitated JioSaavn partnership.
• Lost Stories AcademyminorOthersLost Stories runs an academy with 3000+ students offering courses in music production and DJing. Part of the broader Represent ecosystem of artist development.

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Only Much Louder (OML): India's largest artist management and live entertainment company, representing top Indian artists and operating festivals such as NH7 Weekender and Lollapalooza India. Directly comparable to Represent across artist management, brand partnerships, and live bookings, but with longer operating history and broader scale.
• Percept Live: Indian live entertainment division of the Percept Group that produces large-scale music festivals and concerts (VH1 Supersonic, Sunburn). Comparable to RE:PLAY for festival bookings, touring logistics, and live event IP, and competes for the same artist talent pool.

Broad incumbents

• United Talent Agency (UTA): Global talent and entertainment company representing artists, athletes, and public figures with growing music division. Comparable to Represent's artist representation and brand partnership services, and increasingly active in South Asian talent markets.
• Sony Music India: India arm of one of the world's largest record labels, signing and developing Indian artists. Comparable to Represent's artist management and label-adjacent services, but with global distribution, capital, and A&R infrastructure that represents both a competitor and a potential partner.
• AEG Presents: Global live entertainment promoter and venue operator producing concerts, festivals, and tours. Comparable to RE:PLAY for live bookings and artist touring, and overlaps with Represent's festival-side relationships across India and international markets.
• William Morris Endeavor (WME): Global talent agency representing artists, brands, and live entertainment clients worldwide. Comparable to Represent's artist management and brand consulting arms but operates at vastly greater scale with established relationships across Hollywood, music, and global brands.
• Creative Artists Agency (CAA): One of the world's largest entertainment and sports agencies, providing talent representation, brand strategy, and live event services. Comparable to Represent's 360-degree offering for artists and brands, with expanding India presence that creates direct competitive overlap.
• Live Nation: World's largest live entertainment company operating concert promotion, venue management, and artist services. Comparable to Represent's RE:PLAY division on booking, touring, and live event monetization, but at global scale with deep promoter and venue infrastructure.

Emerging players

• Mass Appeal India: India-focused music and culture platform managing and promoting independent artists including hip-hop and pop acts. Comparable to Represent's emerging artist development and brand partnership work, with partial overlap on roster style and brand-side positioning in the Indian indie scene.
• Azadi Records: Indian independent record label and artist development company focused on indie and hip-hop artists. Adjacent to Represent's artist management thesis, working with overlapping talent pools and often partnering with management companies for brand deals and bookings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/representmgmtin
• LinkedInlinkedin.com/company/representmgmtin

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Represent