(L-R) Vivek Raicha, Gourov Dasgupta and Ashish Joshi, founders of Juju Baby Music. Photo: Shreya Mehrotra
Juju Baby Music, a state-of-the-art record label, has produced AI-enhanced music videos for new songs by Shaan, Javed Ali, Jyotica Tangri, Divya Kumar, Akhil Sachdeva with Aishwarya Anand and more.
Juju Baby Music, which was launched on World Music Day on June 21, has so far released “Naina Ro Pade,” a ghazal-electropop fusion song by Javed Ali, and pop song “Dil Rove” by singers Akhil Sachdeva and Aishwarya Anand. Founded by entrepreneurs Vivek Raicha and Ashish Joshi of music education platform Artium Academy, and composer-producer Gourov Dasgupta, Juju Baby Music aims to “redefine music IP, nurture budding talent and harness artificial intelligence.”
In the last year alone, we've seen AI do everything from lyrics to songwriting to artwork and music videos, but the visuals for “Naina Ro Pade” and “Dil Rove” offer a different perspective on how AI can add vibrant new dimensions to simply filmed videos.
“Naina Ro Pade,” which features AI designer and director Shreya Mehrotra of AI CAT, blends a fictional dystopian story with performance footage of Ali, making a more compelling use of AI than “Dil Rove.” Upcoming releases include singer Jyotika Tangri's “Undercover” on June 30, artist Divya Kumar's “Dard Ke Siva” on July 5, and star artist Shaan's “Choti Choti Mulakatein” on July 10.
All five releases are from JuJu Baby Music. Wave of the Future Marking the release of the album, and particularly Season 1, which features Dasgupta's music, Dasgupta said in a press release about the label's launch, “We are proud to pioneer cutting-edge soundscapes showcasing India's top artists, complemented by innovative AI-driven videos,” adding, “Our platform challenges the misconception that AI dilutes artistic expression. Instead, it empowers artists by integrating groundbreaking technological advancements. Our cyberpunk-inspired visuals redefine music video, straying from traditional narratives to provide a uniquely immersive experience for viewers.”
“Artium Originals' vision is to power the future of music through strategic funding, equitable artist partnerships, and new distribution technologies, starting with Juju Baby Music,” added Raicha, co-founder and CEO of Artium Academy's music holding company, Artium Originals. The goal, Raicha said, is to “usher in a new era of independent music” with this “unparalleled sensory journey” powered by AI.
“We are thrilled to be joining the platform,” Ashish Joshi, founder and CEO, said in a statement. [Juju Baby Music] “I support the school's commitment to not only provide excellence in music education, but also to offer independent creators a unique pathway from classroom to stage, encompassing music production, rights management, digital monetization and branding partnerships.”
The label's first collection of songs will be released by July 10, along with a “monthly genre-specific album” with songs every week featuring singers like Manjari Phadnis, Dev Negi and lyricist Kumar. The press release adds, “The upcoming albums will explore genres such as indie café and folk music, fusing mainstream stars with emerging talent from Artium Academy.”
