Music2Deal: Shreshth, congratulations on becoming Music2Deal’s representative in India! How did your journey with music begin?
Shreshth: Thank you! I go by the name SSTG, and I started making music back in 2015. Since then, I have gained extensive experience not only creating music but also understanding the global music scene deeply. This journey has allowed me to explore various styles and trends worldwide, shaping my approach as both a musician and an industry professional.
Music2Deal: Music2Deal is a global platform. How does your role connect Indian musicians and the international music business?
Shreshth: Music2Deal is unique: it’s not just a network but also a marketplace where professionals—artists, producers, managers—can discover, connect, and collaborate internationally. My role involves guiding Indian talents to expand their reach, presenting them to global partners, and helping navigate cross-border challenges. We’re making it easier for Indian artists and businesses to showcase their work on a worldwide stage.
Music2Deal: In your view, what’s special about the Indian music scene today?
Shreshth: India’s scene is incredibly diverse and vibrant. There’s a tremendous embrace of experimentation, fusion genres, and indie music, alongside a rich tradition in classical and commercial formats. With digital platforms and international collaborations, more artists can stay authentic and experiment freely—something that resonates with listeners across the globe.
Music2Deal: You’ve worked from music creation to commercials. What advice do you have for artists hoping to succeed on both artistic and commercial fronts?
Shreshth: Stay true to your own voice; authenticity resonates most deeply. Developing strong craft, storytelling, and relationships in the business are crucial. Commercial success often comes from understanding your audience and adapting, but never at the expense of creativity. Also, build a network—connections matter tremendously in both artistry and commerce.
Music2Deal: What’s your vision for Music2Deal India over the next few years?
Shreshth: I want to see Music2Deal India become the leading hub for discovering and developing talent—not just connecting people but amplifying opportunities for creative and commercial growth. We’ll launch more workshops, virtual showcases, and partnership programs to ensure Indian music professionals are well-represented on the world stage.
Music2Deal: For artists and labels seeking entry into the Indian market, what’s your advice on making an effective start?
Shreshth: Understanding the cultural landscape here is key—India isn’t a monolith, but a tapestry of regions and tastes. Take time to collaborate locally, listen to real stories, and offer something genuine. Music2Deal provides a trusted route to build relationships and find partners suited to your style and ambition.
Music2Deal: Any final tips for aspiring musicians and music professionals?
Shreshth: Tell your story—through your music and through your interactions. Don’t shy away from sharing your vision, personality, and unique journey in every opportunity, whether performing, networking, or negotiating deals. The music business thrives on genuine voices and committed professionals, and Music2Deal is here to help nurture both.
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