MUMBAI: SOCIAL and Universal Music India (UMI) have officially launched FanSOCIAL, a co-owned IP that will bring recurring music-led experiences to SOCIAL’s cultural calendar. The partnership creates a stage for emerging talent, fan-first experiences, listening parties, trivia nights, and A&R showcases, while also acting as an offline launchpad for new music from UMI’s global and domestic roster.
Over the last decade, SOCIAL has played a defining role in changing how music is experienced in India, giving artists a platform to perform in intimate, community-driven spaces and creating avenues for fans to discover fresh sounds up close. From underground acts to mainstream voices in India and internationally, SOCIAL has consistently blurred the lines between stage and audience, turning its cafés into cultural playgrounds for music lovers.
On the other side, Universal Music India has evolved into a powerhouse that not only represents some of the biggest artists in the world but also invests deeply in new voices, formats, and fan-first experiences. Together, the two brands are now shaping a long-term property that captures the pulse of how music is experienced today – immersive, social, and community-led.
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The IP was unveiled on 12th September at Khar SOCIAL with an invite-only launch party attended by 170+ guests, including artists, industry leaders, and brand partners. The evening opened with keynote addresses by Devraj Sanyal, Chairman & CEO, Universal Music Group India & South Asia, and Riyaaz Amlani, MD & Founder, Impresario Entertainment & Hospitality Pvt Ltd, followed by performances from four emerging singer-songwriters. With a curated F&B experience, custom giveaways, and a community-first vibe, the launch set the tone for what FanSOCIAL promises to deliver.
Riyaaz Amlani, MD & Founder, Impresario Entertainment & Hospitality Pvt Ltd said, “SOCIAL has always been about creating belongingness through culture. With FanSOCIAL, we’re extending that ethos into music by co-building a property with Universal Music India that celebrates fans and artists alike. The launch at Khar SOCIAL was a glimpse of the energy we want to create – authentic, exciting, and rooted in discovery.”
Devraj Sanyal, Chairman & CEO- India & South Asia, SVP Strategy- Africa, Middle East and Asia, Universal Music Group said, “At Universal Music India, our artist-first philosophy drives everything we do. Many of our biggest hits came from artists who began with us as unknowns before rising to stardom. That’s why developing new and undiscovered talent remains one of our highest priorities. Our collaboration with Social to launch #FanSocial is a concerted effort to build something that sits at the intersection of music culture and fandom. It’s a platform for fans to engage and discover, and for artists to showcase and belong. We want this to grow beyond us, into a stage for the entire industry.”
FanSOCIAL will follow a quarterly calendar of events, with SOCIAL and UMI jointly driving brand partnerships to fuel its growth. Designed to be a long-term cultural property, the series aims to shape India’s live music landscape by giving fans, artists, and brands a shared stage within the SOCIAL universe.
