All By Play
INDEPENDENT MUSIC MARKETING · INDIA

About
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All By Play is a music marketing company built for artists, labels, and festivals that want more than generic promotion. We help music move with better strategy, sharper storytelling, and campaigns that actually fit the artist.

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Need help with marketing? We've got you covered ⚡ #musicmarketing #allbyplay

Original Audio · allbyplay

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All By Play was founded by Dhaval Kothari, a music entrepreneur, ex-Spotify team member, and Berklee alum.

His background in artist partnerships, campaign thinking, and music business helped shape ABP into a company that approaches music marketing with both taste and structure.

He started the agency because too many good releases were getting lost in weak rollout, poor timing, or campaigns that didn't understand the music properly.

“The campaign should understand the music before it asks people to care.”
DHAVAL KOTHARI · FOUNDER, ALL BY PLAY

What we
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We believe music should be marketed like something people care about, not something people scroll past.

We believe strong campaigns come from knowing the artist, the release, and the audience.

We believe the best work sits somewhere between creative instinct and clear data.

Dhaval Kothari - Founder of All By Play
FOUNDER & DIRECTOR

DHAVAL KOTHARI

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How we
work

We don't force every project into the same shape. Some need release support. Some need social energy. Some need Spotify focus. Some need all of it together.

So we start by understanding the music, the goal, and the context, then build the campaign around that.

Understand
The music, goal, timing, and context.
Shape
The right campaign and creative mix.
Move
Execute, learn, and keep refining.

What we've
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All By Play has grown through work across indie artists, labels, live shows, festivals, and profile-building campaigns. The team has worked on release rollouts, Instagram campaigns, PR, Spotify strategy, ads, and creative direction.

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FOUNDED IN JANUARY
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ARTISTS SERVED
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INDIE, BOLLYWOOD & LABEL CAMPAIGNS
THE ABP JOURNEY

A Story Of Growth

Our journey reflects years of collaboration, creativity, and dedication to helping indie artists and labels build lasting audience communities.

All By Play Founded

Founded in January 2023 by Dhaval Kothari to provide artists and labels with proper strategic resources.