Amplify Music Incubator is expanding its artist development programme with the launch of AMI South, its first regional edition dedicated to independent musicians from Tamil Nadu and Kerala. Bringing together emerging artists for workshops, mentorship, a songwriting residency and a live showcase, the initiative aims to strengthen South India's growing independent music ecosystem by helping artists develop both their creative practice and the industry skills needed to build sustainable careers.
India's first artist development program Amplify Music Incubator (AMI) is expanding its footprint with the launch of AMI South, a new programme created specifically for independent artists from Tamil Nadu and Kerala. The initiative marks the incubator's first regional edition and comes at a time when music from South India is reaching wider audiences across the country and abroad. Designed to support emerging artists beyond the studio, the three-week programme focuses on helping participants strengthen their creative practice while building the skills needed to navigate India's independent music industry.
Unlike an open application process, the first AMI South cohort was selected through scouting. The programme has brought together 10 artists making music in Tamil and Malayalam or building audiences in these regions. The lineup includes Ashwin Syam, Arjun Dev, Sahana Naresh, Goutham Vasu Venkatesan, Shakti Sivamani, Saras Menon, STIC, Vaasi, Simmo, Venom Miss and Vaisakh Somanath. The programme begins with two weeks of online sessions before moving into a 10-day residency in Goa, where artists will take part in a three-day songwriting camp and conclude with a public showcase on August 7.
Since launching in 2021, AMI has worked with artists including T.ill Apes, Easy Wanderlings, RANJ + Clifr, Anoushka Maskey, sudan, Abdon Mech and Sheherazaad, while delivering more than 850 hours of professional development through mentors from India, Canada, the UK and France. According to founder Tanish Thakker, Tamil and Malayalam music scenes have seen rapid growth over the past few years, driven by streaming platforms, expanding global audiences and the growing popularity of regional genres such as Malayalam hip-hop. He believes many artists have a strong creative vision but often lack access to industry networks, performance opportunities and guidance on building sustainable careers, making AMI South an important bridge between the southern independent scene and the wider Indian music ecosystem.
The curriculum combines artistic development with practical industry knowledge. Participants will attend workshops covering creative collaboration, PR and promotions, copyrights, royalties and streaming platforms. AMI South also introduces two new additions to the incubator: a songwriting camp where artists collaborate in small groups under the guidance of mentors, and a performance enhancement workshop focused on stage psychology, audience engagement and live performance skills. The programme is supported by Believe through its Shaping Music for Good CSR initiative, alongside TuneCore and Think Music, reflecting a wider effort to create stronger support systems for independent musicians across India. Since its launch, AMI has completed seven cohorts, supported more than 90 live acts and helped create over 100 performance opportunities for emerging artists.
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