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AI Sparks New Era for Indian Music Industry
Artificial Intelligence is rapidly transforming the Indian music landscape, empowering labels to revive their extensive back catalogs and discover fresh revenue streams. Companies like Saregama India Ltd and Times Music are increasingly adopting AI technologies to enhance their existing song collections and create new content, notably by adding moving visuals to timeless audio tracks that previously lacked video components.
Reviving Classics with AI
The primary focus is on re-monetizing older songs, especially within genres like devotional music, which often had audio releases but no accompanying videos. AI makes video creation faster, more streamlined, and considerably cheaper, allowing labels to present these songs to a new generation of listeners. Saregama India Ltd aims to produce approximately 1,000 videos in the coming three to four months, projecting cost reductions of up to 70% and an 80% improvement in turnaround times.
Expanding Reach and Monetization
"The idea is to maximize reach across YouTube, Meta, and all major platforms," stated Kartik Kalla, senior vice-president (music) at Saregama India Ltd. "With an evergreen catalogue that speaks to every generation, our priority is to make our content present, accessible, and relevant in every form." This strategy allows music labels to leverage their existing audio rights to create video content, expanding commercial reach without needing separate video rights. AI-generated visuals, often abstract or nature-based, are used to optimize budgets and monetize music on platforms like YouTube while adhering to copyright laws.
AI Beyond Visuals
AI's application extends beyond creating video assets. Stem-separation tools are being used to isolate vocals and instruments from old master recordings. This enables the creation of new versions, such as Dolby Atmos mixes, remixes, and collaborations, without the need for re-recording original performances. Companies are also using AI for music recommendation, metadata tagging, audience analytics, and catalogue discovery to identify consumption trends and optimize playlist placement.
Emphasis on Human Artistry
Despite the advancements, industry leaders emphasize that AI is a tool to enhance human creativity, not replace it. "The future of music lies in artiste-led creation supported by intelligent tools, not AI-led production replacing human artistry," commented Shahir Muneer, founder and chief executive of Divo. Major labels maintain a clear stance that human-led creativity is non-negotiable, viewing AI as a means to boost production efficiency rather than a substitute for the creative process.
Impact
This integration of AI is expected to significantly boost revenue generation for music labels by unlocking value in their legacy catalogues. It promises increased market reach, reduced operational costs, and enhanced investor appeal for companies actively embracing these technologies. The trend could lead to a revitalization of the Indian music industry's digital presence and profitability.
Impact Rating: 8/10
Difficult Terms Explained
- Artificial Intelligence (AI): Computer systems designed to perform tasks that normally require human intelligence, such as learning, problem-solving, and decision-making.
- Monetization: The process of converting an asset or business activity into monetary value or revenue.
- Catalogue: A collection of songs or audio recordings owned by a music label or artist.
- Stem Separation: Using AI to isolate individual components (like vocals, drums, bass, guitar) from a mixed audio track.
- Dolby Atmos: An advanced audio technology that creates a three-dimensional sound experience.
- Metadata Tagging: Adding descriptive information (like genre, artist, mood) to digital audio files to make them easier to search and categorize.