RAYA and ONE MANAGEMENT

Client Presentation - August 2026

Raya's next five years will be intentional.

A singer-songwriter from Shillong. A vision from Delhi. This is the blueprint that turns twelve months of relentless creative output into a commanding, unmistakable Hindi indie-pop identity - owned, independent, and built to last.

Explore the roadmap

01 - Starting Point

The foundation is real. Now we build with focus.

Raya already has original music, a distinct voice, and a geographic story. The next phase is about velocity, coherence, and converting curiosity into a loyal audience.

Identity

Shillong-born, Delhi-based singer-songwriter. Indian-classical vocal training. Doctor by education, artist by calling.

Catalog

Fark, Gulaab, Baawra, Mauka Miley, Raahatein + collaborations. Baawra at ~79.8K streams.

Audience

~2.3K Spotify monthly listeners, ~1.57K Instagram followers. Early-stage but credible.

Goal

Turn Raya into a recognised Hindi indie-pop voice with a repeatable release engine, a strong content identity, and direct fan relationships.

First decision

Move the devotional release out of the lead brand story.

Keep existing catalog available. Do not delete it impulsively.
Replace Spotify Artist Pick and Linktree top links with non-devotional originals.
Rebuild Instagram around current original music and real vocal performance.
Do not build a devotional release or faith-based audience pipeline going forward.

02 - Market Position

Raya is a Shillong-born, Delhi-based singer-songwriter whose Indian-classical vocal foundation meets intimate contemporary Hindi indie-pop.

Audience

18 to 34-year-old Hindi/Hinglish listeners - students, young professionals, indie-pop fans. Start with Delhi NCR, Shillong, and Guwahati.

Sound

Emotionally direct, melody-first songs with warm acoustic, piano, and restrained cinematic production. One campus-ready uptempo per cycle.

Visual World

Warm intimacy: golden light, rehearsal rooms, night drives, handwritten lyrics, editorial styling. Aspirational but real.

Brand rule: Raya is an artist first. Medical experience may appear as a human detail, but should never become the main identity or a source of health claims, patient stories, or workplace content.

Raya - In the Studio

03 - The Five-Year Roadmap

Year 1 is pure release velocity. Live comes after proof.

Click through each year. This plan creates compounding momentum - starting with twelve monthly releases, layering in shows only when the audience is ready.

Year 1: Twelve releases. Pure momentum.

Build a consistent release engine. No ticketed shows. No live pressure. Only private wedding events if well-paid and brand-appropriate.

12monthly releases

0public shows

15+assets/release

Release one original single every single month. Same playbook, same discipline, compounding results.
No public ticketed shows, no campus events, no live pressure. Year 1 is purely about building a catalog and audience.
Private wedding / corporate shows are allowed - priced properly, contracted properly. They fund the music.
Write 20 to 30 songs across the year. Record 14 to 16. Release only the strongest 12.
Rebuild all platforms: consistent bio, Linktree, Spotify Artist Pick, name-disambiguation everywhere.
Build an email and consent-based WhatsApp list from day one. Every release drives to owned fan contact.

Year 2: Release engine + live introduction.

Continue monthly momentum while adding small, strategic live performances.

8-10new releases

6-10live dates

500+fan contacts

Continue a strong release cadence - 8 to 10 originals, roughly monthly with room for featured collaborations.
Introduce small, intimate live shows: private listening rooms, acoustic showcases, one carefully planned hometown show.
Private wedding and corporate events continue - now with better footage and a stronger catalog to sell from.
Package best Year 1 and Year 2 songs into a 5 to 7-track EP only if thematic coherence is real.
Run a 2 to 3-city micro-tour only where streaming, ticket pre-sales, or collaboration data confirm demand.

Year 3: Regional expansion.

Turn a strong release catalog into a recognised live identity across demand-backed cities.

7-8song project

14-20appearances

4-6cities

Release a 7 to 8-song flagship project - this is the year a body of work defines the artist.
Tour Delhi, Shillong/Guwahati, and only cities where real ticket, streaming, or collaborator demand exists.
Create one high-quality live session film - the calling card for promoters, brands, and media.
Design the 45 to 70-minute live show around Raya's strongest vocal moments and most recognisable songs.
Begin selective sync, brand, and editorial outreach without turning the artist identity into advertising.

Year 4: National scale with leverage.

Use evidence, not excitement, to choose partners and route live work.

20-30live dates

2+repeat clients

1partner (if needed)

Use consolidated streaming, ticketing, and audience data to negotiate from strength.
Apply for high-fit festivals, support slots, and cultural showcases with proven live footage.
Run an India-wide campaign around a new flagship project rather than scattered singles.
Test one diaspora market through a festival invitation - never speculative international touring.
Protect master ownership, approval rights, audit rights, and realistic exit terms in every agreement.

Year 5: A durable, artist-owned company.

Make choices from a position of catalog, audience, and live-market strength.

20+originals

25-35annual dates

5+revenue sources

Release a major project, deluxe live project, or next-era collection with a recognisable catalog story.
Operate a repeatable India tour circuit alongside small, data-backed diaspora tests.
Generate income across shows, catalog, private events, sync, merchandise, and selected partnerships.
Keep a small permanent core team. Avoid dependence on one sponsor, platform, or promoter.
Decide the next creative chapter from strength - not pressure to follow trends.

04 - Year 1 Release Architecture

Twelve months. Twelve songs. One playbook.

Every monthly release follows the same structure: 2 weeks of teasers, release week, 2 weeks of post-release content.

Month 1The Introduction

Reintroduce Raya. The entry-point song for the new visual world and voice.

Month 2The Vocal Moment

Lyric-first song for one-take acoustic content and intimate storytelling.

Month 3The Story Song

Narrative-driven original with a strong visual concept people want to share.

Month 4The Collaboration

Adjacent artist collab with a shared-content plan - a genuine audience exchange.

Month 5The Mood Piece

Atmospheric original building range. Perfect for discovery playlists.

Month 6The Energy Shift

Brighter track. The closest thing to campus-friendly before Year 2 shows.

Month 7The Lyrical Centrepiece

Where the writing shines brightest - attracting lyric-driven listeners and press.

Month 8The Genre Blend

Hindi indie-pop meets one unexpected element - folk, electronic, or regional.

Month 9The Conversation Starter

A song with a point of view people will discuss and request at shows.

Month 10The Romantic Core

A timeless love song couples will use, share, and return to.

Month 11The Second Collaboration

Another exchange. 10 months of releases backing the ask.

Month 12The Year-End Statement

Closes Year 1 with ambition. Sets the tone for Year 2.

05 - Content Strategy

Show the music being made. The work is the content.

Click any franchise. One monthly shoot produces 15-20 usable assets.

One Line, Three Ways +One lyric, three emotional vocal treatments. Fans vote.

Foregrounds vocal identity. Each version becomes new content for different platforms.

After the Song +30-second story behind one lyric with boundaries.

Turns a track personal without oversharing. One song = 3-5 clips.

Raya in the Room +Raw one-take vocal, guitar, piano. Core asset.

Proves the voice repeatedly. Every session = 3+ of these.

Shillong to Delhi Sessions +Authentic place, culture, music, collaboration.

Rooted visual POV. Must be real - never token.

Unfinished at 11 PM +Chosen demo moments and notebook fragments.

Builds anticipation before release. Followers feel like insiders.

Lyric Decoded +One line, one minute - meaning and origin.

Deepens attachment. Converts passive to active fans.

The Producer's Cut +Break down one production choice per song.

Attracts music heads and establishes creative credibility.

Cover to Original Bridge +Cover a relevant song, transition to original.

Discovery finds covers. Bridge converts to originals.

06 - Live & Private Shows

Shows fund music. Music builds equity.

Private events fund production. Ticketed rooms (Year 2+) build artist equity.

Format 01

Raya Solo Stories

Listening rooms, media, intimate private events, discovery showcases.

25-40 min
Voice + piano/guitar
Low production risk
High capture value

Format 02

Raya Live

Ticketed clubs, campuses, festivals, headline - starting Year 2.

45-70 min
Raya + 2-4 musicians
Original-forward
Artist equity path

Format 03

Raya Private

Premium private, corporate, weddings. Revenue engine.

60-90 min
Tailored repertoire
Contract + advance
Not the public identity

Year 1 Private Strategy

Wedding & corporate only. 4-8 paid events. Fund the release engine.

Year 2+ Campus Path

Approach Delhi NCR, Shillong, Chandigarh, Jaipur, Dehradun. 5-8 months ahead.

At Every Show

Capture clean audio/video. QR for music + email. Note cities. Testimonial.

The Strategy

Build Raya into an artist people choose to return to.

Twelve months of consistent releases. A world-class content engine. A live business that scales with demand. Making the right work recognisable, repeatable, and sustainable.

Client presentation. Data: August 2026.