Cornerstone has launched Cornerstone Music, its new artist and music talent management vertical, with Raja Kumari signing on as the first artist and Punjabi hip-hop rapper Quake joining as part of the initial roster.
Cornerstone today announced the launch of Cornerstone Music, a new vertical marking the agency’s entry into artist and music talent management. The first name signed to the roster is Raja Kumari, the rapper, singer and songwriter whose genre-blending sound has made her one of the most distinctive voices in contemporary Indian music. The vertical will also welcome Quake, a Punjabi hip-hop rapper based in Bengaluru known for his high-energy and dynamic style, blending classic hip-hop roots with modern commercial production to fuse Punjabi identity with global hip-hop, as part of its initial artist roster, with more signing announcements expected to follow.
At its core, Cornerstone Music is built around discovering and developing talent, not just representing it once success has already arrived. That extends to artists, songwriters, composers and producers alike, and includes a focused push into acquiring and developing new music, original songs and music-related intellectual property. The vertical’s stated ambition is to identify promising talent early and build careers over the long term, while also opening new avenues for artists who are already established names.
That approach carries through to a 360-degree model for the talent it represents, spanning music, content, brand partnerships, live entertainment, film, digital and the wider culture space. As part of this, Cornerstone Music will also explore how AI-assisted tools can lower the cost of music creation for emerging artists, giving them access to affordable tools for writing, composing and producing so they can develop and showcase their work without needing a large budget behind them.
Speaking on the launch, Bunty Sajdeh, CEO, Cornerstone, said, “Music has always been the missing piece for us. We’ve spent years building careers in sport and entertainment by backing people before the world catches on, and that’s exactly the instinct we’re bringing to Cornerstone Music. Signing Raja Kumari as our first artists isn’t a coincidence, it is exactly the kind of talent this vertical was built for.”
Raja Kumari said, “I’ve always believed in the power of India to the World. Joining forces with Cornerstone Music feels like the right fit as I celebrate 10 years in the music industry. I’ve always wanted to work with an agency that truly understands how to push the envelope and stay true to the vision. Cant wait to work together and take my brand to the next level! New Album, new direction…this is just the beginning!”
Leave a Reply