In 2019, Kanav Singh Mehra (COO, CCO & CQO at Beat22.com) and Ashish Sudhera (CEO at Beat22.com) met online through Facebook. Kanav shared his vision of creating a platform to sell beats online a concept still new to India at the time. Ashish took the idea seriously and began researching the Indian market, setting up an experimental beat store to test its potential.

That year, they launched illpeoplemusic.com with 20 handpicked producers from across India. As the platform began gaining traction, they started onboarding more producers based on their skills and originality. Encouraged by the early success, they eventually opened the platform to all talented producers across the country laying the foundation for what would become a movement for independent musicians in India.

Fast forward to 2025, that name has now evolved. Say hello to Beat22.

Why the Change?

While illpeoplemusic stood for creativity and raw underground energy, the time had come to reflect the platform’s evolution and global ambition. The new name, Beat22, signals a bold, fresh identity designed to connect musicians worldwide, while still staying true to its roots.

“22” holds deep meaning. Born in Punjab, the company proudly embraces its cultural roots. In Punjabi, “22” is pronounced as “bai”, meaning brother, a nod to unity, brotherhood, and connection. Beat22 was created to bring every bai across the world together through music.

Meet the Founders

Ashish Sudhera, CEO & Founder, is a business strategist with a background in investment banking and sales. His sharp business insight and leadership have helped scale Beat22 from a niche startup to a leading marketplace for beat licensing.

Kanav Singh Mehra, CCO & Founder, is an engineer-turned-musician who brings the heart of the platform to life. His deep understanding of music culture and creator needs ensures that Beat22 stays authentic, musician-first, and ahead of the curve.

Together, they have built a home for beat makers and music artists across borders.

Built to Bridge Producers and Artists

Beat22 is not just a marketplace, it’s a movement. A place where:

  • Producers get the recognition and earnings they deserve
  • Artists discover the perfect beat to bring their next hit to life
  • Buyers and sellers negotiate and collaborate transparently

With smart licensing, negotiation tools, exclusive features, and instant file delivery, Beat22 is the most advanced beat platform in Asia.

Beat22 is your platform.

This rebrand is more than just a name change. It’s a renewed commitment to help creators grow, get paid, and get heard.

Let’s build the future of music together.

Explore the new era at beat22.com where every beat finds its artist, and every artist finds their voice.