Built For Artists
SwaLay started in 2020, out of a frustration we lived ourselves. Independent Indian artists were being squeezed from every direction. Labels held the rights. Middlemen took the margins. Global distribution platforms charged in dollars, paid in months, and treated every Indian creator as a long tail to be processed in bulk and ignored otherwise.
We did not start SwaLay to be one more distributor in that chain. We started it to remove the chain. One platform that gave artists everything they actually needed, in one place, on their own terms. Distribution to every store that mattered. Royalty splits that worked automatically. Payouts that arrived in seconds, not months. Music videos at the cost of a movie ticket. Audio quality that met global label standards. Copyright protection that held up in court. We built it because every independent artist deserves to keep what they earn, control what they create, and answer to no one but their listeners.
Today, SwaLay carries close to 60% of independent Indian artists to the world. We are the home of independent music around the globe. Our work is to make independent artists the first choice of listeners, not the second. To make sure no Indian artist ever has to trade their rights for reach again.
