Music labels like Saregama and Times Music are increasingly leveraging AI to create new content and enhance their vast song collections, while also adding videos to revive the appeal of older catalogs that lacked videos, especially in the faith category. These updated tracks are uploaded to YouTube and other social media platforms for new monetization and reach.
“The idea is to maximize our reach across YouTube, Meta and all major platforms. With an evergreen catalog that speaks to every generation, our priority is to make content present, accessible and relevant in all formats,” said Kartik Kalla, Senior Vice President (Music), Saregama India Ltd.
Kara added that the company maintains a large collection of audio tracks that did not have the original video. Thanks to recent advances in AI, video creation has become faster, more streamlined, and significantly cheaper. Recent re-releases of old melodies like Itna Na Mujhse Pyaar Badha, Na Tum Jaano Na Hum, Chura Liya Hai and Aa Chal Ke Tujhe highlight how the label is reimagining classics and marketing them to a new generation of listeners.
“We aim to create nearly 1,000 videos over the next three to four months, reducing costs by up to 70% and improving turnaround times by 80%. Even as we deploy AI at scale, we remain steadfastly committed to protecting the integrity of original art. We will not use AI to reproduce or exploit the creative contributions of singers, musicians, lyricists, and composers. AI All content generated by is input and output created through secure and legally compliant tools,” Kara added.
Meghna Mittal, co-founder and chief revenue officer of music licensing platform Hooper, said music labels are increasingly leveraging AI to create video content for songs for which they only hold audio rights. “This allows them to expand the commercial scope of their catalog without having to separately acquire video and footage rights. Using AI-generated visuals (usually abstract or nature-based images) allows music to be monetized on platforms like YouTube while optimizing budgets and avoiding piracy. In India, many music labels are experimenting with AI-powered lyrical videos and short visual formats as a way to revive interest in older songs,” Mittal added.
The broader goal of using AI is to increase the visibility of the catalog across YouTube, social media, and short-form video platforms while remaining within audio-only rights. It is estimated that around 87% of branded content in India uses unlicensed music, costing the industry. INR800-1000 billion annually.
By combining licensed audio with AI-generated visuals, music labels can repackage catalog tracks for legitimate use, ensuring visibility and engagement without infringing on anyone’s video rights. Additionally, AI is being used in a variety of ways to revitalize and monetize legacy music catalogs. The AI stem separation tool is not limited to just visual or creative effects. Companies use them to separate vocals and instruments from old master recordings, allowing them to create new Dolby Atmos versions, remixes, and collaborations without having to re-record.
“AI is becoming responsibly integrated into music recommendations, metadata tagging, audience analysis, and catalog discovery. For example, AI can help identify new consumption trends, create lyric-based video assets, and optimize playlist placement. But these are data and discovery use cases; The future of music is about artist-driven creation, supported by intelligent tools, rather than AI-driven production that replaces human artistry.The industry’s focus must remain on the use of technology to enhance creativity, not automation. Shahir Munir, founder and CEO of media and music company Divo;
“For many, there is a temptation to use AI to create fast, scalable content to boost their YouTube and social media presence. However, major labels maintain a clear position that human-driven creativity is non-negotiable. AI should be seen as a tool to improve productivity and efficiency, not as a replacement for the creative process,” added Muneer.
