How to Get Your Music Discovered in South Asia: Lessons from Kobalt’s Partnership With Madverse

Struggling to get heard beyond your city? How Kobalt’s Madverse tie-up opens a path to global discovery

Independent artists across South Asia face a familiar set of roadblocks: fragmented royalty systems, metadata chaos, weak international collection, and limited access to sync opportunities. The January 2026 partnership between global publishing administrator Kobalt and India’s Madverse created a practical route for regional creators to begin solving those exact problems. This article turns that industry news into a step-by-step playbook you can use right now — covering publishing deals, metadata tips, sync licensing, and international admin so your music can be discovered in India and around the world.

"Kobalt has formed a worldwide partnership with Madverse Music Group, giving Madverse’s community access to Kobalt’s publishing administration network." — Naman Ramachandran, Variety, Jan 2026

The upside for South Asian indie artists — in plain terms

Think of publishing administration as the plumbing that carries money from plays and placements to your bank account. Under the Madverse–Kobalt arrangement, independent songwriters and producers in India now have a clearer route to global royalty collection, sync introductions, and administrative support that most DIY artists cannot access alone. That doesn't mean signing away rights — many artists will prefer publishing administration deals where they keep ownership but outsource collection and licensing expertise.

Why publishing administration matters in 2026

Streaming and sync markets evolved fast between 2023–2026. Platforms now localize aggressively, short-form video and gaming became major sync outlets, and international demand for South Asian sounds surged. But the growth exposed the painful truth: plays in multiple territories only convert to income if administration is tight. Here are the top trends affecting discovery and revenue in 2026:

• Global sync demand: Ads, OTT shows, and games seek diverse sonic palettes. South Asian artists are increasingly on casting lists.
• More territories, more complexity: Collection across dozens of territories needs robust admin or money will be left on the table.
• Data-driven placements: Platforms and music supervisors use data signals — clean metadata increases playlist and sync discoverability.
• AI and automation: AI tools help but also amplify incorrect metadata at scale if your inputs are messy. See device and edge AI performance trends in benchmarking work like hardware and on-device model benchmarks.

Publishing deals: choose the right path

Not all publishing deals are the same. For South Asian indie artists, the most relevant models in 2026 are:

• Publishing administration (you keep copyright; admin collects and registers): Best for artists who want global collection and retain control.
• Co-publishing (shared ownership and revenue split): Good for writers who want publisher investment or A&R support but are willing to share ownership.
• Full publishing (publisher owns rights): Usually only for established writers needing advance funds or major sync campaigns.

Actionable tip: If you’re building an international presence, start with publishing administration. The Madverse–Kobalt model is designed to let you keep ownership while plugging into Kobalt’s global royalty collection and licensing network.

Prepare your catalog: the technical steps that make discovery possible

Before you pitch playlists or supervisors, fix the data. Clean catalog data increases the odds of getting paid and being found. Follow this checklist.

Essential metadata checklist

• Songwriter splits — Confirm exact percentage splits for every writer, producer, and co-publisher. Enter these in your distributor and PRO registration before release.
• ISRCs and UPCs — Ensure every track has an ISRC (recording identifier) and every release has a UPC. Distributors issue these, but manage them consistently.
• ISWC — The composition ID generated by your PRO after registration. Register compositions immediately to get ISWCs for synchronization and global tracking.
• Correct artist names — Standardize spellings and capitalization across platforms (use one canonical form, e.g., "Riya Kr." not "Riya Krishna" on some services).
• Featured vs. primary metadata — Distinguish main artists from features in the metadata fields.
• Language and territories — Add primary language and tags for any regional dialects (Tamil, Bengali, Bhojpuri, etc.).
• Genre/mood tags — Use both broad genre and fine-grain mood descriptors; they matter for editorial playlists and sync searches.
• Publisher and songwriter credits — List exactly as registered with your PRO or publisher.

How to register and where

• Register compositions with your local PRO first (in India: IPRS for authors/composers; PPL India for neighboring rights), then ensure your publisher/admin (e.g., Kobalt via Madverse) registers them in international databases.
• Register recordings with content ID platforms: YouTube Content ID (often handled by distributors or admin partners) and SoundExchange for U.S. digital performance royalties if applicable.
• Use DDEX-compliant metadata standards when submitting to distributors or admin partners — this reduces errors downstream.

Metadata tips that directly increase discovery and royalties

Metadata is not just bureaucracy — it’s your discovery engine. Here are practical metadata tips you can implement today.

1. Use full legal names for writers and publishers: nicknames break PRO matching.
2. Pre-assign ISRCs when final masters are delivered to your distributor so early uploads to platforms match later metadata updates.
3. Make a metadata master spreadsheet — columns for ISRC, ISWC, UPC, release date, writers, splits, publisher, ISRC issuer, mood tags. Update it before every release.
4. Confirm splits on all platforms — distributor split settings, PRO registration, and publisher records must match 100%.
5. Keep publisher names consistent — if Madverse/Kobalt administers, list the publisher exactly as provided by them.
6. Submit stems and instrumental versions labeled clearly to help sync licensing (options increase when supervisors can access stems and field kits).

Sync licensing: how South Asian artists win placements in 2026

Syncs require two licenses: the master (recording) and the sync (composition). With global demand rising, supervisors look for readiness and speed. Here’s how to make your catalog sync-ready.

Practical sync steps

• Create a sync kit — include high-quality WAV, instrumental, stems, a short bio, and rights availability statement (who owns master and publishing). See examples of compact production setups in field reviews like compact audio + camera kits.
• Make companion cues — 30–60 second edits, loops, and stems tailored for ad/game use.
• Pitch strategically — target local music supervisors, regional ad agencies, and global libraries that now actively scout South Asian music.
• License clarity — educate supervisors on whether you control the master and publishing or if Madverse/Kobalt handles licensing.
• Use metadata to help supervisors — include scene keywords, tempo, bpm, and language to match briefs quickly.

Actionable tactic: Submit to specialized music libraries and discovery platforms that focus on South Asian or world sounds and register your tracks with Kobalt’s global admin once you have a publishing relationship — they can push you to supervisors they already work with.

International royalties and admin: the mechanics you need to know

Revenue streams to track:

• Performance royalties (broadcast, streaming): collected by PROs and foreign partners.
• Mechanical royalties (reproductions, downloads, interactive streams): require mechanical collection in many territories.
• Neighboring rights (public performance of recordings in some countries): collected by PPL-type societies or neighboring-rights agencies.
• Sync fees (one-off licenses): negotiated per placement.

Independent artists can miss out when a local PRO is not connected to foreign counterparts. This is where a global admin partner like Kobalt adds value: they register, track, and collect across territories and then remit to local partners (or directly to you via Madverse). That means plays on Japanese streaming services, European radio, or U.S. TV have a stronger chance of being collected and paid.

Streaming strategies — convert plays into fans and royalties

Streaming remains the primary discovery channel in 2026, but the tactics have shifted:

• Editorial playlists still matter — but so do algorithmic placements and user-generated short-form clips.
• Local language curation is growing: platforms in 2025–26 launched more regional editorial teams, meaning Tamil, Bengali, Punjabi, and Nepali playlists have higher editorial attention.
• Short-form video sync (TikTok-like) often leads to streaming spikes — ensure your metadata and publisher details are ready before a track goes viral. For changes in live and short-form platforms, see coverage like livestreaming and social live tools.

Practical streaming playbook

1. Use Spotify for Artists and Apple Music for Artists to claim profile, update bios, and pitch to editorial playlists early (4–6 weeks before release).
2. Localize metadata — add translated titles or alternate language tags where relevant to help regional editors.
3. Encourage creator use — release stems and short loops for creators to use in short-form platforms (clear usage terms in your profile). If you need affordable kit recommendations for creator-ready audio, check budget streaming kits.
4. Leverage data — look at listener geographies and pitch region-specific playlists or local promoters for shows. Metadata standards and edge indexing guides like collaborative tagging & edge indexing help here.

A realistic 90-day plan for music discovery in South Asia and beyond

This is a tactical timeline you can follow after signing an admin relationship (like Madverse + Kobalt) or working independently.

Days 1–30: Catalog & admin setup

• Compile metadata master spreadsheet for all tracks.
• Register compositions with IPRS (India) and your local PRO; ensure splits are entered correctly.
• Assign or confirm ISRCs and UPCs; upload to distributor with clean metadata.
• Talk to your publisher/admin about international registration — provide the spreadsheet and any existing ISWCs.

Days 31–60: Sync kit + pitching

• Create sync kits and edit 30/60-second cuts.
• Submit to 5–10 music libraries and 3 regional supervisors; follow-up with a one-page rights summary.
• Submit tracks for editorial playlists via platform pitching tools.

Days 61–90: Promotion & monitoring

• Run a micro-campaign targeting two key territories (e.g., UAE and UK for diasporic audiences). For micro-event and local listing ideas see Dubai micro-events.
• Use Content ID to claim UGC performance; work with admin to monitor foreign plays and collections.
• Refine metadata based on analytics: update mood tags and territories to optimize playlist matches.

Mini case study: How a hypothetical Chennai composer used admin + metadata to land a placement

Riya, a Tamil film-score-adjacent composer, partnered with Madverse for distribution and opted into Kobalt’s publishing admin via the 2026 agreement. She did three things right:

1. She standardized writer credits and registered splits with IPRS, then shared the exact spreadsheet with Kobalt.
2. She built a sync kit with stems and short edits tailored for ad briefs and pitched to ad agencies in Southeast Asia that regularly source Indian music.
3. She enabled Content ID and had Madverse/Kobalt register her works across multiple territories — when a Singapore-based streaming drama used one of her cues, Kobalt’s admin picked up the sync revenue and routed it back via Madverse within months.

The lesson: the combination of clean metadata, sync-ready assets, and global admin turned local talent into an international earning stream.

Advanced strategies & predictions for artists in 2026

Looking ahead, consider these advanced moves:

• Data-first pitching: Use streaming and social metrics to build territory-specific pitches for supervisors and promoters.
• AI-assisted metadata hygiene: Tools can spot mismatches in credits and flag missing ISRCs, but you must validate outputs.
• Direct licensing for games & apps: Smaller, independent games often seek culturally unique music. Offer clear, limited-term sync deals — see game storefront and discovery strategies for where music gets discovered in games.
• Collaborate across diasporas: Co-writes with UK/US-based South Asian creators increase playlist and sync appeal abroad. Micro-event plays and pop-ups (covered in event guides like local micro-events) can be high-signal showcases.

Common pitfalls and how to avoid them

• Mismatched splits: If splits don’t match across distributor, PRO and publisher, you risk lost or delayed royalties. Fix this first.
• Wrong publisher listings: If a publisher name is entered inconsistently, foreign societies may not pay correctly.
• No stems or instrumentals: Supervisors prefer ready-to-use assets — producing stems is cheap compared to a lost sync fee. Field kit reviews and compact setups are a good reference: compact audio + camera kits.
• Waiting to register: Registering after a placement invites delays or disputes. Register before pitching.

Key takeaways — what to do this week

• Make your metadata master spreadsheet and confirm splits.
• Register compositions with IPRS or your local PRO and request ISWCs.
• Create a basic sync kit with stems and short edits.
• Contact Madverse or similar publishers/admins about international collection if you want to scale beyond India. If you need ideas for merch or micro-drops to monetise fans post-release, check micro-drops & merch strategies.

Final word — turn industry moves into your advantage

The Madverse–Kobalt partnership is not a magic button — it’s a strategic tool for artists who prepare. With the right metadata, clear rights ownership, and sync-ready assets, independent South Asian artists can convert growing global demand into placements, streams, and legitimate royalties. In 2026, discovery favors the prepared and the data-literate. Put the technical work in once, and the income and opportunities will follow.

Ready to scale?

If you want a quick start: export your release metadata right now, confirm writer splits, and reach out to Madverse or a publishing administrator to discuss international registration. Join community groups that share sync leads, and sign up for a metadata audit — it’s often the single highest ROI move an independent artist can make.

Call to action: Export your metadata spreadsheet today and send it to your admin or reach out to Madverse to learn how Kobalt’s global admin can work for your catalog. Want a free template? Subscribe to our newsletter for a metadata master sheet and a 90-day checklist tailored for South Asian artists.

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