(From left to proper) Vivek Raicha, Gourov Dasgupta and Ashish Joshi have based Juju Baby Music. Photo: Shreya Mehrotra
The newest file label on the block, Juju Baby Music, is pushed by AI-enhanced music movies for brand spanking new songs by the likes of Shaan, Javed Ali, Jyotica Tangri, Divya Kumar and Akhil Sachdeva with Aishwarya Anand.
Rolling out after their launch on World Music Day on Jun. 21, Juju Baby Music has thus far launched the ghazal-meets-electro-pop tune “Naina Ro Pade” sung by Javed Ali, plus the pop tune “Dil Rove” by singers Akhil Sachdeva and Aishwarya Anand. Founded by entrepreneurs Vivek Raicha and Ashish Joshi from music schooling platform Artium Academy alongside composer-producer Gourov Dasgupta, Juju Baby Music desires to “redefine music IP, nurture emerging talent, and leverage artificial intelligence.”
In the final 12 months alone, we’ve seen AI take over every part from lyrics to song-making to paintings and music movies as effectively and the visuals for “Naina Ro Pade” and “Dil Rove” provide completely different views on the way it can add a vibrant new dimension to an in any other case straightforwardly-shot video.
With an AI designer and director on board – Shreya Mehrotra from AI CAT – it’s “Naina Ro Pade” with its fictive, dystopic narrative spliced along with visuals of Ali performing which makes use of AI extra engagingly than “Dil Rove.” Up subsequent, singer Jyotica Tangri’s “Undercover” will launch on Jun. 30, adopted by artist Divya Kumar’s “Dard Ke Siva” on Jul. 5 and star artist Shaan’s “Choti Choti Mulakatein” on Jul. 10.
All 5 releases comprise Juju Baby Music’s Future Wave album, particularly season one which options music by Dasgupta. The composer provides in regards to the launch of the label in a press launch, “We take pride in pioneering cutting-edge soundscapes that showcase India’s top artists, complemented by our innovative AI-driven videos.” He provides, “Our platform challenges the misconception that AI diminishes artistic expression; instead, it empowers artists by integrating groundbreaking technological advancements. These cyberpunk-inspired visuals redefine music videos, diverging from conventional narratives to offer viewers a uniquely immersive experience.”
Artium Academy’s music holding firm, Artium Originals’ co-founder and CEO Raicha provides, “Our vision at Artium Originals is to empower the future of music through strategic financing, equitable artists partnerships and new distribution technologies starting with Juju Baby Music.” The purpose, in response to Raicha is to “usher in a new era in indie music” with this AI-enhanced “unmatched sensory journey.”
The platform’s founder and CEO Ashish Joshi says in his assertion, “It [Juju Baby Music] upholds the institution’s commitment to not just offer excellence in music education but also provide a unique pathway from classroom to stage for independent creators, encompassing music creation, rights management, digital monetization, and branding partnerships.”
With the label’s first assortment of songs by Jul. 10, there are plans to launch “monthly genre-specific albums” with songs each week that includes singers like Manjari Fadnis, Dev Negi and lyricist Kumaar, amongst others. A press launch provides, “Upcoming albums will explore genres like indie cafe and folk music, blending mainstream stars with fresh Artium Academy talent.”