Cover Image for Interview: Music strategy for emerging markets, with Srishti Das (Founder, Hivewire)

Interview: Music strategy for emerging markets, with Srishti Das (Founder, Hivewire)

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Music artists and brands outside the US and Europe are increasingly dominating the charts and driving industry-leading innovations in music-tech products, fan experiences, and business models. Importantly, though, understanding the opportunity in these markets is not just about checking off marketing checkboxes on consumption numbers, dollars, or shiny features. It's about appreciating the unique cultural, social, and economic nuances that shape local tastes, consumption patterns, and creative innovations over time.

Our next Water Cooler with Srishti Das, founder of Hivewire, will dive into how to approach music strategy for emerging markets more thoughtfully and holistically. We'll cover points including:

  • The rise of the "glocalization" buzzword and what it really means for artist strategy

  • Nuances in social media behaviors for music fans across different markets

  • Key differences in marketing strategy for niche subcultures vs. big brands in an international context

We'll leave 15 minutes of open Q&A at the end so you can help directly shape our discussion.

About Srishti Das

Srishti Das is a music-industry professional at the intersection of music, sports, and emerging markets. With a Master's Degree in Global Entertainment and Music Business from Berklee College of Music, she brings a wealth of knowledge and expertise to her work. Her diverse experience includes roles in influential companies such as MIDiA Research and JioSaavn. Srishti has led projects with renowned companies in the music industry on topics such as emerging markets, cross-entertainment fandom and gender-based inequalities in the music industry.

Through her new venture, Hivewire, Srishti focuses on emerging markets, music scenes, cultures and collaboration in the coming years. The platform celebrates the intersection between music scenes and cultures from emerging markets, focusing on four primary areas — culture, collaboration, community, and creation. Hivewire provides in-depth analysis of industry trends, interviews, and spotlights on emerging cultures by championing authenticity and diversity across emerging music scenes and enabling new music cultures to find their place in the global music industry.

About Water Cooler

​Water Cooler is Water & Music's biweekly, members-only interview series, giving an inside look at cutting-edge music-industry innovation through conversations with founders, creators, and business leaders. Our goal is to equip our members with the vocabulary and business acumen to navigate the fast-moving music-tech landscape more thoughtfully and intelligently.

​Speakers are hand-curated by Water & Music's research team, with conversations featuring both deep-dives into music-tech products and commentary on wider macro industry trends.

​About Water & Music

Water & Music is a research network for music and tech, on a mission to make the music industry more innovative, cooperative, and transparent. From in-depth, data-driven analyses on emerging market trends, to hands-on educational workshops and a regular slate of virtual and IRL event programming, W&M aims to equip music-industry leaders, entrepreneurs, and creators with the tools and mindsets to navigate tech innovation successfully.

​You can learn more about our research and our unique industry perspective on our website.