Warner Music India has announced a strategic expansion of its Artist Services & Expanded Rights division, known as ASER, deepening its focus on artist development, management, A&R, live touring and brand partnerships. The move positions the Warner Music Group company beyond traditional recorded music campaigns, aiming to build a "360-degree ecosystem" that helps artists develop careers across live performance, brand deals and sync opportunities in India and internationally. It reflects the growing commercial importance of India, one of the world's fastest-growing music markets, where major labels are increasingly competing for a share.

The company cited examples such as the Sting Energy and Alan Walker collaboration "The Sting Within Me", a Formula 1-inspired track that launched at the Barcelona Grand Prix and passed one million Spotify streams within seven days, alongside campaigns involving the Women's Premier League and artists including Darshan Raval. The expansion builds on deals since Warner Music India launched in 2020, including majority stakes in Divo and E-Positive, a minority stake in ticketing platform SkillBox, and the April launch of Warner Chappell Music India. India is the world's 15th-largest recorded music market by revenue, though only around 2% of its 1.4 billion people subscribe to streaming services; rivals HYBE and Universal Music Group are also expanding aggressively there.