Music Distribution in India: DSPs, ISRC, UPC, Art Tracks and Content ID
How Indian artists and labels get music onto JioSaavn, Spotify, Apple Music and YouTube Music, plus ISRC and UPC codes, Art Tracks and Content ID.
By iSmartMedia TeamUpdated 6 min read
Quick answer
- Can I upload songs to Spotify or JioSaavn myself?
- Generally no. Most streaming platforms take music from labels and distributors, not individual uploads. A distributor delivers your release for you.
- What is an ISRC?
- A unique code for each individual recording. In India, the national ISRC agency is Indian Music Industry (IMI). Distributors can usually assign one for you.
- What is a UPC?
- A barcode number that identifies a release, such as a single, EP or album. Distributors usually provide it.
- What is an Art Track?
- An auto-generated YouTube version of a track, made from the sound recording and album art. It appears on the artist's Topic channel and YouTube Music.
- Can my songs be protected by Content ID?
- Yes, if you hold exclusive rights to the recording. Covers, remixes with uncleared samples, and non-exclusive beats are not eligible.
On this page
India has one of the biggest music audiences in the world. Most of it listens on streaming apps and YouTube. If you are an independent artist, a small label or a devotional or regional music channel, distribution is how your songs get there and how you get paid for them.
This guide covers the platforms, the codes, how YouTube handles music, and the mistakes that cause trouble later.
How distribution works
Streaming platforms, also called DSPs (digital service providers), take music from labels and distributors. Individual artists usually cannot upload directly.
A distributor:
- Takes your audio, artwork and metadata.
- Assigns codes (ISRC and UPC) if you do not have them.
- Delivers your release to each platform in the format it needs.
- Collects the royalties platforms report, and pays you your share.
Distributors also handle YouTube's music systems: Art Tracks, Content ID for sound recordings and Official Artist Channel requests.
The platforms that matter in India
| Platform | Notes |
|---|---|
| YouTube and YouTube Music | The largest music audience in India. Distribution creates Art Tracks; Content ID protects recordings. |
| JioSaavn | A major India-first streaming app with deep Bollywood, regional and devotional catalogs. |
| Spotify | Strong with younger urban listeners and playlist discovery. |
| Apple Music | Smaller in India but important globally. Airtel has offered Apple Music to its customers. |
| Amazon Music | Bundled with Amazon Prime in India. |
| Gaana | A long-running Indian music app. |
| Instagram and Facebook | Distributed music can be added to the Meta music library for Reels and Stories. |
Three platforms that used to be common in Indian distribution lists no longer operate as music streaming services:
- Wynk Music. Airtel announced in August 2024 that it would sunset Wynk Music.
- Resso. ByteDance shut Resso down in India on January 31, 2024.
- Hungama Music. Hungama shut its music streaming service in April 2025.
Store lists change. Ask any distributor for its current list of live stores in India.
The codes: ISRC and UPC
ISRC
An ISRC (International Standard Recording Code) identifies one specific recording. Every track, and every different version of a track, gets its own ISRC. A remix, a live version or a radio edit each need a new one.
Platforms use ISRCs to match plays to recordings and pay royalties. Wrong or duplicate ISRCs cause missing payments.
In India, the national ISRC agency is Indian Music Industry (IMI). Labels can apply to IMI for their own registrant code. Most independent artists use codes assigned by their distributor instead.
Rule of thumb: once a recording has an ISRC, keep it forever. If you switch distributors, reuse the same ISRCs so your play history and royalties stay connected.
UPC
A UPC (Universal Product Code) identifies a release: a single, EP or album. A single with one track has one UPC and one ISRC. An album with ten tracks has one UPC and ten ISRCs.
Distributors usually provide UPCs. As with ISRCs, reuse them if you move a release to a new distributor.
Metadata that avoids problems
Most distribution problems are metadata problems. Get these right on day one:
- Artist name spelled the same way on every release.
- Track title without extra words like "Official Audio" or "Full Song."
- Composer and lyricist credited correctly. This matters for publishing royalties.
- Language of the lyrics, especially for regional music.
- Explicit content flag where it applies.
- Artwork that meets each platform's size rules, with no URLs, social handles or platform logos.
- Rights. Confirm you own or have licensed every part of the recording, including samples.
YouTube: Art Tracks and Topic channels
When a distributor delivers your music to YouTube, YouTube creates an Art Track for each song. An Art Track is an auto-generated YouTube version of a track, made from the sound recording and the album art.
Art Tracks live on an auto-generated Topic channel, titled "Artist Name - Topic." They appear on YouTube Music, in album playlists and in search.
Only label and distributor partners using YouTube's Content Manager and music delivery systems can create Art Tracks. That is one reason you need a distributor even for YouTube.
Official Artist Channel
An Official Artist Channel merges your own channel and your Topic channel into one. To qualify, YouTube requires:
- A channel for a single artist or band, focused on their music.
- At least one official release on YouTube delivered by a music distributor or label.
- A channel that follows YouTube's policies.
Your distributor or label submits the request.
Content ID for sound recordings
If others upload your song, Content ID can find it and claim it. You then choose to monetize, track or block those uploads. See YouTube Content ID explained for the basics.
YouTube lets music partners deliver several asset types: sound recordings, music videos, compositions and Art Tracks, according to Content ID for music partners.
What is not eligible
YouTube's Content ID eligibility rules require exclusive rights. For music, these are not eligible:
- Content licensed non-exclusively from someone else, including most beats bought online.
- Karaoke recordings, remasters, sound-alike recordings and some dubbed content.
- Sound effects, soundbeds and production loops.
- Public domain recordings or compositions.
- Royalty-free production music, without manual review.
- Full albums as a single recording. Each track must be separate.
- Continuous DJ mixes and mashups.
This is where Indian music channels often get into trouble. Devotional songs based on public domain texts, cover versions and remixes can be distributed with the right licenses. But claiming them through Content ID can create false claims on other people's videos. Bad claims put the whole Content Manager account at risk, which is why careful partners review music before registering it.
Allowlist your own channels
Before release, give your distributor the URLs of every channel you own. Ask them to allowlist those channels so Content ID does not claim your own uploads.
How music royalties reach you
Each platform reports streams and revenue to your distributor, usually monthly and often with a delay of a month or more. The distributor adds up income from every platform and pays you under your agreement. For how YouTube revenue in particular flows, see CMS payment timeline.
Ask any distributor:
- Which stores they deliver to in India today.
- What share they take, and whether there are upload or yearly fees.
- How often they pay, in which currency and by which method.
- Whether you keep your ISRCs and UPCs if you leave.
- How they review Content ID registrations and handle disputes.
Where iSmartMedia fits
We distribute music to streaming platforms and run our own YouTube CMS for Content ID. You keep ownership of your music. We quote terms after reviewing your catalog. Content ID only works for recordings you own exclusively, so we will ask about the rights behind each track.
If you have music ready to release, link my channel and tell us about your catalog.
Frequently asked questions
Is Wynk Music still a distribution option?
No. Airtel announced in August 2024 that it would shut down Wynk Music. Resso (2024) and Hungama Music (2025) have also closed in India. If a distributor still lists them as live stores, ask them to explain.
Do I need my own ISRC registrant code?
Not usually. Most distributors assign ISRCs from their own registrant code. Labels with large catalogs often apply to IMI for their own code so the codes stay with them if they switch distributors.
Can I use Content ID for a song built on a licensed beat?
Only if your license is exclusive. YouTube lists content licensed non-exclusively as ineligible for Content ID. Non-exclusive beats and 'type beats' cause false claims on other creators.
Will Content ID claim my own YouTube uploads of my song?
It can, if your channel is not allowlisted by your distributor or partner. Give them your channel URL before release so your own uploads are not claimed.
How do I get an Official Artist Channel?
YouTube requires at least one official release delivered by a distributor or label, and a channel focused on the artist's music. Your distributor submits the request.
How long before my song goes live?
It depends on each platform's review and your release date. Plan delivery well before release day so stores can process it and you can pitch to playlists.
iSmartMedia Team
iSmartMedia runs its own YouTube CMS and works with creators, music labels and production houses on monetization, Content ID and distribution. Our guides explain how things work in practice, including the parts that don't favor partners like us. Spotted an error? Tell us.