Yash Raj Films (YRF), the Indian entertainment studio, has launched Raah Records, a new music company and incubator aimed at developing original artists beyond film soundtracks.
The move comes more than 20 years after YRF started YRF Music in 2004 as an in-house label for its movie soundtracks. YRF Music has since become one of India’s top independent labels, helped by blockbusters including last year’s record-breaking Saiyaara. Unlike YRF Music, which releases film soundtracks, Raah Records will sign and develop independent artists.
Artist development focus
Raah Records is positioned as a long-term creative partner rather than a release-driven label. YRF chief executive Akshaye Widhani said: “As India’s independent music ecosystem enters a defining phase of growth, we believe great artists need more than distribution, they need belief, time and long-term creative partnership.”
Widhani added that Raah Records “is built around careers, not campaigns”, contrasting it with several other Indian labels that are “release-driven” and focused on short-term, song-based deals. The label, he said, was conceptualised “as a long-term creative partner for artists”.
Leadership and first release
The label is led by Nakul Sharma, senior general manager for music management at YRF. Sharma previously worked at Epidemic Sound and was one half of the independent electronic duo Burudu. His team will support artists from “the earliest stages of their careers, supporting songwriting, production, creative direction, audience growth and strategic partnerships”.
Raah Records’ inaugural release is Jaadugari by singer-songwriter Aman. The single follows “a year of close creative collaboration that helped shape and refine his artistic voice”, according to the company.
Aman has been releasing music since 2020 and currently has 525,000 monthly listeners on Spotify. His 2020 single Akela Hoon has more than 14 million streams on the DSP (digital service provider).
