People

Aishwarya Natarajan

Aishwarya Natarajan

Position

Owner, Indianuance

Role

YCE Finalist

Aishwarya is the owner of Indianuance, an artist management and concert programming outfit.

Aishwarya Natarajan has been associated with the Indian music industry for over 5 year, having worked with the country’s leading record labels. At Music Today (India Today Group), she was product manager entrusted with all genres including, classical, folk, new age, International and wellness music. Aishwarya was also responsible for resurrecting the South Indian genre, which saw its popularity increase over a short period of 1 year.

Aishwarya worked at Saregama India Limited; one of India’s largest record labels largely responsible for the production of film music, Indian pop, world music and classical music. There, she was in charge of content and marketing for the Spiritual, Wellness genres and part of new initiatives and product development. A number of innovations in concert, product, digital and marketing were undertaken at this stage, including exploration into the underground music scene. During the process of establishing ‘Indianuance’, Aishwarya worked as a consultant with Phat Phish Records, the country’s first unconventional underground music label.

‘Indianuance’ is an artist management and concert programming outfit that is dedicated to Indian classical music and its allied forms. Under the realm of artist management, ‘Indianuance’ act as representatives to musicians for live performances, new media channels, recording contracts and are ever alert to unconventional, new avenues and formats. This includes suggesting and determining how artists might perform, where they might perform and with whom they could perform in certain cases. ‘Indianuance’ also design concert themes and curate concert properties that involve their artists and guide them on how they can position themselves in a manner that is distinct to their musical styles.

Indianuance was born out of the urgent need to bring in professional management to the Indian classical space, in an attempt to make it more contemporary with audiences. It is the first organisation in India to explore this realm of the Indian music industry.

Aishwarya was a finalist of the YCE Music Award 2011.