How AVA Music Beed Turned a Song Release Into Four Clear Steps for New Singers

#music #india #startup #productivity

Siddharth Sonwane, Founder & CEO, AVA Group

Most conversations about music technology start with streaming numbers or recommendation algorithms. This one starts somewhere smaller: a singer in Beed, Maharashtra, with an original Marathi or Hindi song and no idea how to get it from a phone recording onto a streaming app.

That is the gap AVA Music was built for. AVA Music is an original Marathi and Hindi label platform for new singers, producers, composers and lyricists. It is one of the first brands of AVA Group of Companies by Sonwane Tech, founded in 2023 in Beed by Siddharth Sonwane, who serves as Founder & CEO.

This post looks at the release flow as a product problem: what has to happen between "I made a song" and "my song is live", and how AVA Music arranges those steps.

The problem: a release is a pipeline, not a button

For an independent artist, releasing a song involves several separate jobs. Someone has to hold the artist's details. Someone has to collect the audio, the title and the credits. Someone has to check that the work is original and of usable quality. And someone has to deliver the approved song to streaming services and keep track of what it earns.

When those jobs live in different places, new artists from smaller towns tend to stall at the first unclear step. AVA Music puts the whole pipeline behind one website.

Step 1: Create an artist account

Everything begins with an account on the AVA Music platform. The account is the artist's home base: it ties every submission back to one person, so the label knows who made what and who should be credited.

Step 2: Submit the song

From the account, the artist submits an original song. The platform is open to more than singers: producers, composers and lyricists are part of the intended audience, because a finished track is usually the work of several people.

Step 3: Quality check

This is the step that separates a label from a simple upload form. Before anything goes out, AVA checks each release for originality and quality. A song that does not pass stays in review instead of being pushed to stores. For listeners this means fewer low-effort uploads; for artists it means the release carries a label's review behind it.

Step 4: Distribution through a partner

Approved songs go to streaming apps through a distribution partner. The artist does not need a separate distributor account or a separate set of forms; the label handles the hand-off once the quality check is passed.

After release: statements

The platform is set up to give artists royalty statements, so the money side of a release has a place to live alongside the music itself.

Why the flow matters for a small-town label

A pipeline like this is ordinary in big music cities. What makes AVA Music worth writing about is where it is being built: Beed, a district in the Marathwada region, where new artists have had few local routes into professional releases. Keeping each stage explicit (account, submit, check, distribute) makes the process something a first-time artist can follow on a phone.

The wider group

AVA Music sits beside AVA Celebrity Management, the group's talent brand, which covers talent, influencers, events, productions, brand collaborations and music distribution, with online auditions and talent bookings on its own site. AVA Group of Companies is growing as a parent brand, and more ventures are planned.

Beed businesses can join the AVA Official Partner Network; onboarding is free until Diwali 2026.

DEV Community