In an attempt to discover and develop original Indian music talent beyond film soundtracks, Aditya Chopra’s Yash Raj Films (YRF) has started a new initiative. As part of their continuous legacy of shaping Indian music through some of most memorable soundtracks, YRF has launched Raah Records. The new label and artist incubator operates as a long-term creative partner for independent musicians. Jaadugari by singer-songwriter Aman, will be its first release. The track will be available across major audio streaming platforms from August 5.
Transform India’s independent music landscape
Raah Records aspires to transform India’s independent music landscape by actively finding and nurturing fresh, authentic, and emerging voices from around. And they feel excited to make a breakthrough in the ever-evolving music industry.
Yash Raj Films’ official statement called Raah Records a significant strategic development for the music division of their company. They laid emphasis on YRF’s five decade commitment to recognizing outstanding talent and developing platforms where creativity can flourish. The think tank at YRF believes that during a time where India’s independent music ecosystem is entering into a defining phase of growth, great artists need belief, time and long-term creative partnership to excel. Raah Records will bring together world-class Artist and Repertoire (A&R), artist development, marketing and distribution to help original artists build careers.
Strategic creative partner for artists
Raah Raah Records has been established as a strategic creative partner for the artists. It had started working to collaborate with emerging musicians from the earliest stages of their careers. The initiative helps support songwriting, production, creative direction, audience growth.
Raah Records was formed with a belief that artists need time, trust and space to grow. As part of this new initiative YRF personnel will scout original, long-term talent to ensure that their journey has longevity while retaining uniqueness. The company believes Jaadugari is a fitting tribute to begin the label’s journey.
Also Read: Yash Raj Films is stepping into horror for the first time, with Abhay Pannu set to helm the project.
