UNIFIED Music Group Continues Passage to India With Mantra Roots

UNIFIED Music Group continues its expansion into India, the world’s most populous country, through a new alliance with Mantra Roots.

Announced today, March 17th, UNIFIED confirms its ambitions in spiritual and conscious music, led by UNIFIED Artist Management’s senior artist manager, Caleb Williams, who will provide strategic direction on future collaborative projects.

Williams boasts a wealth of experience in guiding artists’ careers with such acts as The Amity Affliction, Bodyjar, and Violent Soho.

In this new role, he will oversee the growth of the label, focusing on artist development, partnerships, and global expansion, while continuing in his artist management duties at Melbourne-based UNIFIED.

“We’re seeing a global surge in demand for conscious and spiritual music – something I feel deeply connected to and passionate about,” comments Williams.

Mantra Roots was founded to remove barriers for spiritually devoted artists, providing support in production, publishing, promotion, and performance.

The music company, explains Williams, “is leading the way in this movement, and we’re thrilled to collaborate with them and Community Music to expand their reach even further.”

The partnership has been shaped by several successful artists collaborations. UNIFIED brought Maithili Thakur to Melbourne for ALWAYS LIVE 2024 and Radhika Das to the East Coast in October 2024 for his debut Australian tour.

In March 2025, the Melbourne independent music company will present Jahnavi Harrison, with support from Keli Woods, in Brisbane, Sydney, Melbourne, and Perth.

Jahnavi Harrison

India has boundless potential. A culturally rich nation, the sub-Continental country is home to Bollywood, a film industry that creates stars whose influence reaches all corners.

Its population of 1.4 billion (India overtook China sometime in 2023) is relatively young, and many are connected – obsessed, even – with its vibrant music and movie scenes. Some 450 million Indians are under the age of 30, and, according to the IFPI, are increasingly captivated with the next generation of Indian music stars that are breaking out of the Bollywood mould.

Kal Key

YouTube and ad-supported streaming brands reign. In its year-end report for 2023, Luminate noted that India was on the verge of becoming the world’s biggest streaming market by volume.

It’s no surprise, then, that music companies are clamouring for an entry point for this fascinating market. UNIFIED has already achieved that. Early campaigns include promoting ISHAN at The Hills Festival in Meghalaya, opening for Bryan Adams in Kolkata, and debuting his track on Big FM (340 million-plus listeners).

As part of the partnership, Community Music – UNIFIED’s artist services ecosystem and platform, unveiled last October – will provide distribution, marketing, release strategy, and promotional services for Mantra Roots, ensuring its artists gain greater visibility in key markets worldwide.

Led by founder and CEO Jaddan Comerford, UNIFIED Music Group has in Melbourne, Sydney, Los Angeles and London.

Keli Woods