Saregama Uses GenAI to Produce Music Videos for Vintage Songs

Indian music company Saregama has adopted generative AI (GenAI) to produce new music videos for its back catalog of vintage songs. During the company's Q1 FY27 earnings call, Managing Director Vikram Mehra stated that AI allows for the cost-effective creation of "true-to-life" videos with a contemporary look.

This technological approach addresses a challenge Saregama faces in monetizing its older music assets. Many songs from the 1960s and 1970s were originally part of films, and music video rights were not typically transferred to music labels. GenAI enables the production of new visuals for these tracks using original audio, with the potential to also modernize the sound.

Mehra highlighted that the significant incremental cost of shooting traditional music videos often makes such projects financially unviable for older content. With GenAI, Saregama can create new videos for a younger audience while simultaneously updating existing material without substantial budget increases.

The company also utilizes AI for song success prediction, a tool Mehra credits with improving Saregama's hit-to-flop ratio compared to competitors. Saregama is also advocating for a paid music streaming model, believing Indian consumers are willing to pay for services that offer clear value.