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Tag: Artiste First

  • Badal returns with new single ‘Headline’

    Badal returns with new single ‘Headline’

    Mumbai: Badal is back with his electrifying new single, ‘Headline,’ from his latest album NOT YOUR TYPE with Artiste First. This track is a vibrant celebration of fame and self-confidence, capturing Badal’s fearless rise and his ability to handle the spotlight with pride.

    With its high-energy beats and bold lyrics, the song reflects on fame and the ability to thrive under the public’s intense gaze. It’s all about handling the pressures of fame with style and pride.

    Known as ‘Safidon Ka Chhora,’ Badal has journeyed from writing songs in his classroom to making waves on MTV Hustle. His story is a powerful reminder that with passion, talent, and hard work, anyone can achieve their dreams.

    Badal shared, “Headline is another one of my Haryanvi new age R&B influenced hip hop experiments. Quirky lyrics paired up with unique vocal range gives a powerful anthem for the audience.”

    Artiste First curator Rohit Sobti added, “’Headline’ truly captures the essence of Badal’s journey , his roots and the vibe of his album NOT YOUR TYPE.  Badal is bringing new surprises with every track of this album and getting it to wider and new audiences.”

    With ‘Headline,’ Badal continues to make his mark on the music scene, proving that being true to yourself is the ultimate form of success.

  • “Imagination is infinite in an independent album:” Sohail Sen

    “Imagination is infinite in an independent album:” Sohail Sen

    Mumbai: After setting Bollywood charts ablaze with his blockbuster hits, renowned music composer and singer Sohail Sen has ventured into new territory with his debut independent album, ‘SÆN V’, which he recently launched in collaboration with Artiste First.

    This album marks a significant milestone in Sen’s career, offering a deeply personal and diverse musical experience. ‘SÆN V’ features seven unique tracks that reflect various facets of Sen’s artistic evolution, from the soulful ‘Saiyaan’ to the introspective ‘Bullehshah’. The album also features ‘Allah Tera Khel,’ ‘Galli Galli,’ ‘Kinara,’ ‘Emotional Fool,’ and a piano version of ‘Saiyaan,’ each showcasing his versatility and deep-rooted connection to his musical heritage.

    His most recent “Haan Ke Haan” from Maharaj has added another feather to his cap. He is a fourth-generation musician from the illustrious Sen family, whose legacy spans over 500 years.

    Indiantelevision.com’s Arth Chakraborty caught up with Sohail Sen to talk more about his debut independent album ‘SÆN V’, upcoming projects and more…

    Edited Excerpts:

    On the inspiration behind the title ‘SÆN V’ for your debut independent album

    My title is Sen and I was looking for a unique word, thanks to Rohit Sobit ji’s son for coming up with the name, so basically SÆN 5 is a combination of personal significance, artistic vision, and conceptual storytelling. My family has contributed to music for four to five generations and therefore the title justifies all this.

    On the difference between creating and releasing your independent album ‘SÆN V’ and composing music for Bollywood, both in terms of musical style and the overall experience

    That is an excellent question. Bollywood songs focus more on the storyline and scene. So a boundary is set within which I have to compose whereas in my independent album creativity is unlimited. Therefore I made songs from deep within my heart that pleased my soul. Imagination is infinite in an independent album.

    On the track closest to your heart and a personal story behind a song from the album

    O Saiyaan is the closest to my heart as I believe in spreading love everywhere.

    O Saiyaan is a song that was made with a heart full of love. There are so many people in the world who keep love at their epitome but are scared of commitments, so it’s a reality check for everyone who can’t commit to a relationship, and through O Saiyaan we want them to be fearless in love

    On the challenges you faced while creating music independently for the first time

    To be honest, there were none. I was fortunate enough to have a company like Artiste First to give me all the right tools to overcome all challenges.

    On your musical upbringing influencing the sound and themes of ‘SÆN V’

    SAEN V has many flavors romance, crush, spirituality, etc. All I have learned from my teachers, family, and Bollywood has been embedded into it. I think like a common man while making music and want a common man to understand and hum along with it.

    On the message that you hope listeners take away from ‘SÆN V’

    Follow your passion. Dream big and realise them. Be undefeatable and conquer all challenges. As they say “Where there is a will there is a way”, the will to succeed has to be so enormous that automatically after a while things fall in place. Success may be delayed but not denied provided there is persistence and smart work.

    On upcoming projects

    I have just released my first independent album SÆN 5 and have already started brainstorming for my next album. For films, there are three projects lined up to release by the end of this year.

    On balancing commercial success with artistic freedom

    By almighty’s grace, I am blessed and do not need to struggle for little things. I am thankful for all this. Since I love music, I aim to give my best and leave the rest. Anything that is beautiful attracts everyone. Commercial success follows artistic freedom. Therefore I aim to make the best composition which I can as per my ability or capability. I don’t think anything more than that.

    On the evolving independent music scene in India

    Due to social media literacy spreading all over India be it rural or urban independent music is also getting a lot of impetus. Everyone is familiar with the internet and the various platforms available be it Facebook, Instagram, YouTube, Spotify, and Twitter to name a few. The success lies in Staying Authentic, understanding & binding with the audience, blending innovative & familiar elements, selective compromise, releasing multiple types of content, Maintaining a clear artistic vision, and engaging in strategic Marketing. Everything that comes from one heart touches the other heart. feelings are what everyone understands and hold onto. So I see independent music rise and touch the sky in the course of time.

  • Artiste First launches Sohail Sen’s debut album ‘SÆN V’

    Artiste First launches Sohail Sen’s debut album ‘SÆN V’

    Mumbai: Artiste First, a label dedicated to championing independent music and supporting established artists, has announced a new collaboration with composer Sohail Sen for the release of his debut independent album, ‘SÆN V’.

    Sohail Sen, a household name in the Indian music industry, is celebrated for his blockbuster hits like “Tune Maari Entriyaan,” “Shaitan Ka Saala,” “Banjaara” from Ek Tha Tiger, “Isq Risk”, and his most recent “Haan Ke Haan” from Maharaj has added feather to his cap. He is a fourth-generation musician from the illustrious Sen family. With ‘SÆN V’, he embarks on a deeply personal journey, showcasing his evolution as an artist.

    SÆN V is a heartfelt journey that reflects Sean’s exploration of his musical identity, bringing together a diverse mix of emotions and stories. The album kicks off with “Saiyaan,” capturing the relatable confusion of undefined love, while “Bullehshah” invites listeners to reflect on the deep yet often overlooked wisdom of Sufi teachings. “Kinara” is a tender ode to those special moments with a loved one, and “Allah Tera Khel” speaks to the raw feelings of loneliness we all experience at times. “Galli Galli” vividly portrays the excitement and agony of love at first sight, and “Emotional Fool” offers a playful, self-aware look at the ups and downs of overthinking. Each song adds a unique color to the vibrant and personal tapestry of SÆN V.

    The album features seven tracks, each offering a unique sound while exploring universal themes of life and love. Speaking about the project, Sohail describes ‘SÆN V’ as ‘soul food’—music that comforts and resonates deeply with listeners. “It has been an opportunity to explore my own potential and grow as an artist,” he shared. “The concept and the individual themes of each song are diverse, yet they blend together beautifully as an album.”

    Artiste First’s curator Rohit Sobti shared his excitement about this collaboration. Sobti said, “Sohail embodies a legacy, a fresh vibe, and a sense of sanity in music. As a fourth-generation musician, he’s paving the way for the fifth, which is reflected in the name SÆN V. Each of his songs brings a new vibe—his versatility is unmatched. That’s why we’re launching the album with seven music videos on the day of the release. This kind of launch is unprecedented in India and speaks to our confidence in Sohail and his music. At Artiste First, we’re thrilled to be part of his independent journey, and we can’t wait to see how listeners connect with these beautiful songs and videos.”

    Tracklist: Saiyaan, Allah Tera Khel, Bulleshah, Gali Gali, Kinara, Emotional Fool, Saiyaan (Piano Version).

    ‘SÆN V’ is designed to connect with listeners from all walks of life, offering everything from soulful ballads and Sufi melodies to lively, energetic tracks. This album is poised to make a meaningful impact in the independent music scene. Now available on all major streaming platforms, ‘SÆN V’ invites everyone to join Sohail on a musical journey that’s as personal as it is universal.

  • Artiste First releases “Khwaab” music video

    Artiste First releases “Khwaab” music video

    Mumbai: Artiste First has announced a monumental milestone in their musical journey: “Ishq” has surpassed 100 million streams, 150 million YouTube views, 500 million plus streams on Tik Tok and one billion Instagram audio plays. To mark this special occasion, Artiste First are excited to release the music video for “Khwaab,” a standout track from their acclaimed album, Lost; Found by Faheem Abdullah. This release coincides with the album’s two-month anniversary, which has captivated audiences with its 14 personal and evocative tracks.

    “Khwaab” sung by Faheem and Pho beautifully captures the feeling of unrequited love, taking listeners on a heartfelt journey of dealing with emotions that are not returned. This nostalgic rock song, featuring the soulful voices of Faheem Abdullah and Pho, invites listeners to reflect on the bittersweet nature of love.

    Faheem Abdullah shared, “Reaching two billion streams for ‘Ishq’ is more than just a number; it shows the strong connection we have with our listeners. ‘Khwaab’ reflects emotions we all feel, and I’m excited for everyone to watch the video.”

    Pho added, “I am so happy for the love for ‘Ishq’ and can’t wait for fans to see the story in ‘Khwaab.’ This song is for anyone who has ever loved deeply and felt that love not returned.”

    Artiste First curator Rohit Sobti expressed, “Lost: Found is our first curated album from scratch release as label with Faheem and very happy with the love of audience for Ishq & Lost; Found and giving few robust artiste to Industry with Faheem Abdullah, Amir Ameer and Rauhaan Mallick and presenting other rockstars. Khwaab is one the most favorite tracks of the team and audience and we wonder what better way to celebrate by releasing its beautiful music video.  It is shot by a young Oun Mehdi and Imbesaat and we are excited to present to you.”

    The Lost; Found album represents a journey from feeling “Lost” to being “Found,” symbolised by the semicolon—a pause for self-reflection and discovery. This album features various artists and styles, with each song telling a unique story and offering listeners a chance to heal through music.

  • Badal drops song “140” with GD47 and Yeah Proof

    Badal drops song “140” with GD47 and Yeah Proof

    Mumbai: Coming in hot after his last successful releases, Badal continues to amaze his audience with his latest hip-hop release “140,”  from Not Your Type album that features GD47, a rapper whose journey is as gripping as his verses from HUSTLE. The song captures the thrill of speed and the reckless embrace of a live-fast-die-young philosophy.

    “140” video bursts with a vibrant energy and is shot in a pretty casual yet catchy way by Inflict. The video captures the frenetic energy of life on the edge with cars racing down the freeway in which Badal and GD47 bring the lyrics to life with their raw and captivating intensity. They move with a swaggering confidence, their every gesture is infused with energy, the spirit of rebellion and freedom that the song embodies.

    Music by Yeah Proof is just as dynamic as the video. The track explodes with an infectious, hard-hitting energy from the first beat and has kept the meter high during the whole track.

    It’s a glimpse into a world where the only thing that matters is pushing the limits, a world where Badal and GD47 lead the charge by embracing speed and the thrill of the unknown.

    Badal, known for his distinctive style shared his excitement about the track, “Creating ‘140’ was exhilarating. It’s about pushing boundaries and living life to the fullest. I believe it will resonate with anyone who lives life on the edge and embraces bold ambition.” ‘140’ is just a taste, a glimpse into the heart of my upcoming album, ‘Not Your Type’ which i have made with all my heart keeping my roots and my expression in mind.

    GD47, whose collaboration on “140” adds a unique dimension to the track, commented, “Working with Badal and Yeah Proof on this project was incredible. ‘140’ captures raw energy that I surely believe will connect with fans of hip-hop everywhere.” It’s very important for me to stay true to my kind of music and that’s what I have made sure to do in 140 as well. In my rap section you will see the raw, unfiltered expression of my artistic voice.

    Artiste First’s curator Rohit Sobti expressed his enthusiasm, saying, “We are thrilled to present ‘140’ as the first glimpse into Badal’s upcoming album, Not Your Type. This track captures the essence of modern hip-hop and Swag of our artiste.”

    “140” promises to be a standout addition to the hip-hop scene.

  • Varun Jain & Hansika Pareek collaborate on Ho Jaane Do

    Varun Jain & Hansika Pareek collaborate on Ho Jaane Do

    Mumbai: We have an ultimate bridal entry song for you. When your love stands in front of you at every turn of life, at different ages, in different emotions, life says let such love happen…when your destination becomes their destination too, when your path becomes their journey too, as many steps as you take, someone else is also ready to walk with you… let such love happen… every moment spent in a beautiful relationship ‘Ho Jaane Do’, the latest song from the incredible trio – Hansika Pareek, Varun Jain, and JUNO in collaboration with Artiste First, is like a warm hug for your heart, a reminder of love’s everlasting magic.

    The heartfelt video featuring Princy Khatiwada & Puneet Bhatia shows the walk down memory lane and all the emotions a bride goes to when her love stands in front of her and all the memories and emotions spent with that one person flashes back in that moment. In a world where hearts ache for love’s embrace, this is a song that will whisper straight to the soul.

    Set against the backdrop of heartfelt emotions and warm melodies, “Ho Jaane Do” tells the timeless tale of love surpassing all boundaries. Each melody invites listeners into a world where love serves as a steadfast companion, navigating through the highs and lows of life. It’s a journey where age, time, and emotions dissolve in the face of enduring affection. With every note, the song paints a vivid picture of a bond where love shines brightest, illuminating even the darkest of paths.

    Varun Jain, the mastermind behind the composition, shared, “Creating the music for ‘Ho Jaane Do’ was a deeply enriching experience. We wanted the melody to reflect the timeless nature of love, and I believe we’ve achieved that. Each chord, each arrangement, is crafted to evoke emotions that linger long after the song has ended. It’s a melody that transcends boundaries, echoing the universal language of love.”

    Hansika Pareek added, “When I first heard the lyrics of ‘Ho Jaane Do,’ I was immediately captivated by its portrayal of love. It’s a song that speaks to the heart and resonates with anyone who has ever experienced the magic of true love. Through every verse, it felt like unravelling the pages of a timeless love story. Each line resonated with me deeply, evoking memories of cherished moments and emotions that linger in the soul.”

    Juno added, “As a lyricist, my aim is always to weave emotions into words. ‘Ho Jaane Do’ allowed me to delve into the depths of love and portray its various shades. It’s a song that celebrates the beauty of companionship and the joy of finding love in unexpected places. Each line is a reflection of the intricate emotions that accompany love’s journey.”

    Artiste First co-founder Rohit Sobti shared,”At Artiste First, we firmly believe that the collaboration between Hansika, Varun, and Juno in ‘Ho Jaane Do’ is a testament to the transformative power of music. It’s a narrative that speaks to the depths of the human soul. This synergy of talent showcases the remarkable ability of music to evoke raw emotions and forge intimate connections with audiences.”

  • Artiste First unveils Tum Jaao Mat…Raho featuring child prodigy Shubhankar Kulkarni

    Artiste First unveils Tum Jaao Mat…Raho featuring child prodigy Shubhankar Kulkarni

    Mumbai: Remember the good old days when life seemed simpler and relationships felt genuine? A heartfelt poem crafted by the wordsmith Swanand Kirkire, now brought to life by Artiste First, offers a nostalgic journey back to a simpler time. With Saleel Kulkarni’s soothing music and Shubhankar Kulkarni’s heartfelt vocals, ‘Tum Jaao Mat…Raho’ is like a gentle breeze of nostalgia, a conversation between two hearts, embodying the pure love of stolen glances and heartfelt conversations.

    ‘Tum Jaao Mat…Raho unfolds as a heartwarming conversation between a couple. The song arrives as a breath of fresh air with touching lyrics like ‘Ek baat kahu…tum jaao mat yaar’. The song captures the magic of classical romance rooted in stolen glances, meaningful exchanges, and a yearning to just be near one another.

    Composed by Saleel Kulkarni, penned by Swanand Kirkire and sung by Shubhankar Kulkarni, ‘Tum Jaao Mat…Raho’ is a breezy tune that listeners of all generations will embrace. Another unique aspect of the song is the presence of singer Sharayu Date who lends her mesmerizing voice for a very special word in the song.

    Saleel Kulkarni, a composer-singer celebrated for his enchanting melodies in Marathi cinema, recently won the 69th National Award for his film ‘Ekda Kay Zala’. His son, Shubhankar Kulkarni, lends his unforgettable voice to ‘Tum Jaao Mat…Raho’. With the lyrical talents of writing maestro Swanand Kirkire, this song is the perfect tune to travel back in time and get lost in the essence of old-school feelings.

    ‘Tum Jaao Mat…Raho’ boasts of a serene music video that acts as the soul of the song. Every frame in the video reflects what the song is trying to convey. A celebration of stolen glances, unspoken words and simple love, the music video has a unique charm.

    Talking about the song, Saleel Kulkarni said, “Tum Jaao Mat…Raho is a song that will reach our ears and hearts at the same time. I’ve always wanted to create a romantic tune that the older generation can relate to, and the younger generation can fall in love with, and that’s what we’ve tried to achieve. Shubhankar has really felt each word of the song while crooning it, and I am very excited to see how the world reacts to this melody”.

    Sharing his thoughts on the track, Artiste First founder Rohit Sobti said, “

    We proudly present the Child Prodigy Shubhankar Kulkarni. You will be amazed with his singing talent at the age of 18. Artiste First has always been a platform that puts the artiste and their talent in front and centre. Saleel ji is a very respected figure in the music industry, and working with him along with his talented son and Swanandji is any music label’s dream come true moment. Tum Jaao Mat…Raho is beautiful because of its simplicity, and I think this tune will appeal to all kinds of listeners”.

    Talking about penning lyrics for the melody, Swanand Kirkire said, “It’s always creatively satisfying to go back to the past and bring back some of its magic in a tune. What started as a poem in my mind is now a song for everyone to enjoy! Tum Jaao Mat…Raho will take every listener down memory lane and help them relive the era of uncluttered romance”.

    Sharing his thoughts on the song, Shubhankar Kulkarni said,  “Tum Jaao Mat…Raho is a tune that is very close to my heart. The opportunity to work with my father and Swanand Ji on the same project is one any artist will feel humbled by. I also feel the simplicity and freshness of this song will win over the younger generation who generally aren’t used to such tracks”.

    This April, if you are in the mood for something old school, if you are in the mood for simpler times…tune into ‘Tum Jaao Mat, Raho’ and enjoy the musical journey!

    Tum Jaao Mat…Raho is available on all leading music platforms. The official music video is now live on YouTube. 

  • ‘Ishq’ strikes a global chord uniting fans in love with its video film

    ‘Ishq’ strikes a global chord uniting fans in love with its video film

    Mumbai: Music lovers worldwide are falling head over heels for “Ishq” by Faheem Abdullah, Rauhaan Malik and Amir Ameer, the sensational track from the album “Lost;Found”. This heartfelt song touches the soul with its message of love and longing, resonating deeply with listeners everywhere. “Ishq” is dominating streaming platforms, captivating audiences with its enchanting melody and heartfelt lyrics. From Spotify to Apple Music, fans are hitting replay, helping the song climb to the top of the charts worldwide. ‘Ishq’ isn’t merely a song; it’s a global sensation, radiating love and positivity far and wide. From Asia to Europe, from Africa to the America, listeners are uniting through its uplifting message of love and hope.

    Faheem Abdullah and Rauhaan Malik’s collaboration resonates deeply with listeners from diverse backgrounds, receiving acclaim for its universal appeal and emotional resonance. Whether it’s the captivating melody or the soul-stirring vocals, ‘Ishq’ has quickly become a beloved choice among music enthusiasts worldwide.

    And now, the wait is over – the official music video for “Ishq” is finally here! After stealing hearts with its audio, the visuals promise to take the experience to new heights, offering a stunning portrayal of the song’s themes of love and connection.

    ISHQ’s music film presents the lover and the beloved story in a never seen before way, all the way from the Valley of Kashmir. This love is pure, innocent, pious and the only of its kind. Starring Samreen Kaur and Tafazul Mir.

    Sharing his thoughts Faheem shared, “Ishq is a story of pure and innocent love. Ishq is a superlative form of love. A song like Ishq needed a video like Ishq and that is where all of it comes together. People who have forgotten about how beautiful old school love was, they will be nostalgic after watching the music film.”

    Samreen Kaur, while discussing her shooting experience, expressed, “Shooting ‘Ishq’ in the mesmerizing landscapes of Kashmir was nothing short of a dream. As an actor, immersing myself in such breathtaking scenery heightened the emotions we were trying to convey. Faheem’s vision for the song allowed us to delve deep into the essence of love, portraying it as an uncharted journey through the valleys of Kashmir, where every frame spoke volumes about the purity and intensity of emotions. I always believed love is nothing but fleeting moments and that’s beautiful and melancholic at the same time – that’s exactly how being a part of ‘Ishq’ felt to me.”

    Tafazul Mir, added, “Bringing ‘Ishq’ to life amidst the majestic beauty of Kashmir was an experience that left an indelible mark on me. Faheem’s rendition of love in this song is truly unique – it’s not just a portrayal of affection, but a celebration of the divine connection between two souls. Our time in Kashmir felt like we were crafting a love story straight from the heart of the valley. If someone asks me if I have ever fallen in love, I would say no. I’ve felt something way more powerful and gravitating. We call it ‘ISHQ.”

    Artiste First co-founder Rohit Sobti shared, “Faheem is a storyteller. He has co-composed and co-sung the song with Rauhaan, lyrics by Amir Ameer. With ISHQ music film he has presented the story through visuals. It is our first production as a music label where we have produced the Music film in 10 days as wanted to release on EID.. The chemistry of Samreen Kaur and Mir Tafazul is magic in the setting of Kashmir”. We are really happy with the global response of the song (currently at number 80). If fans continue to be in Ishq, it would be topping the charts(fingers crossed)

  • “Indian music scene to mirror the US where independent music/artiste are mainstream”: Artiste First’s Rohit Sobti

    “Indian music scene to mirror the US where independent music/artiste are mainstream”: Artiste First’s Rohit Sobti

    Mumbai: Imagine, if there was no existence of music, the world would have lost half of its color and beauty. In a celebration of this artistic essence, the world recently celebrated Independent Artist Day on 3 April, honoring talented individuals who dare to dream, create, and express themselves independently.

    Among them stands Artiste First, a dynamic label dedicated to promoting independent music and empowering artists. Led by co-founder Rohit Sobti, a multifaceted leader with over 25 years of experience in finance, music, and technology, Artiste First puts artists first, providing a platform for diverse voices and supporting their creative visions.

    Delving deeper into the world of independent music and artists, Indiantelevision.com in conversation with Artiste First’s co-founder Rohit Sobti discussed about the uniqueness of their label, the role of independent labels evolving in the future, common challenges Indie artists face in the competitive music industry and much more…

    Edited Excerpts:

    On the inspiration behind starting Artiste First, and its differance from traditional music labels

    It was started by Tarsame Mittal during Covid. He always wanted to do this for a long time and during covid he found time. His objective was to bring new artists to the industry in an honest, transparent, and passionate way and support them with industry insights and his knowledge. We had collaborated in November 2022 together to co-create it. It is an artist’s first platform. We seek a balance between their indulgence as an artiste and audience, we co-create music(audio/video with them) in a beautiful, open, collaborative environment where we trust each other’s instincts and professionalism.

    On the role of independent labels evolving in the future, with the rise of streaming platforms

    According to me today it is about music. It doesn’t matter to the audience whether the song is of film or an independent artist/label. Independent labels are here acting as a catalyst for the consumer and educating them about how music can be discovered from other platforms and not only from films in India. A song doesn’t need to be on a film to be known and trending.

    Independent labels are becoming the discovery platforms for newer artists, and genres. Like we have explored the Kashmir artiste (where no other independent/mainstream label has worked consistently).

    We have seven very talented artists from Kashmir who have the potential to reach a global audience and the first artiste Faheem Abdullah’s songs are trending in Pakistan, UAE, Saudi Arabia, and other countries apart from India.

    Independent labels are also bringing new-age ways of marketing the song and using art and science (tech) to do so.

    On some common challenges Indie artists face in the competitive music industry, and key tips that you would give them to sustain and thrive

    The most common challenges are –

    a. finding their sound

    b. finding their right audience

    c. finding a platform (record label etc ) to release their music

    d. finding other collaborators to co-create the song. if you are a singer – you need a composer/lyrics/music producer/mix/master engineer etc

    We are building an artiste-first community on Instagram and Discord where we conduct regular sessions with the artiste community to help with the above-mentioned challenges. In our discord community, they have started interacting within themselves.

    On the strategies that you find most effective in reaching diverse audiences, in promoting genre-neutral music

    We need to find the core of the song and a corresponding audience on the digital medium that can act as a community for the music and interim help to spread to larger audiences. We have understood that Instagram is the new platform for discovery and people from all audiences are discovering music from platforms like Instagram, YT Shorts, and in India apps like Josh and Mauj. We try to break the marketing templates with every song release. Our marketing team led by Garishma (supported by Laksh & Deepank) are deep into it.

    On technology shaping the landscape for independent musicians, and what opportunities does it present for them

    Tech is helping in many ways with audio, video, promotions, and fan data. Collaborations have become easy. We can understand the global trends/sounds that are working; and reach out to musicians. Inter-dependence on creative people in order to create an album art or a visualiser. AI helps in everything. Platforms like Musixmatch are helping artists to create visualisers with lyric videos to help them promote their music.

    ⁠In your opinion, do you believe that having a foundation in Indian classical music can benefit artists, regardless of their genre or style? If so, what aspects of Indian classical music do you think are particularly valuable for indie artists seeking to innovate and diversify their sound?

    Right now in 2024, we see artists with learnings from their childhood with a foundation in music and we also see artists who have literally turned their hobby into a profession and the third type we see are music producers coming up with no background in music and learning everything from Youtube as the internet provides you with all sort of learnings.

    It really helps in the long run if you are trained with a good learning foundation of music. Some artists call it “AAMAD” – God’s gift to them then the education doesn’t matter – they are a vessel and music flows through them.

    We work with both these kinds of artists and enjoy working with both.

    On the future of independent music, and Artiste First contributing to its growth and evolution

    We think the Indian music scene will become like the US where independent music/artiste are mainstream. Currently, it is 50:50 approx (mainstream: independent). It is going to tilt towards 75:25 in the next two -three years. You will see a lot of independent artists dominating the mainstream as well because they will have a huge fan base. New streaming/digital platforms are all artist-centric and give them a lot of tools to develop their fanbase and understand deeply to quickly find their orbit of music.

    Artiste First is putting the artiste at the forefront with an honest, passionate, transparent platform to grow their audiences in India and the world and create an open community to help every talented artiste to go to the next level. 

  • Singer Ali Saffudin’s ‘Theher’ is all about celebrating the journey

    Singer Ali Saffudin’s ‘Theher’ is all about celebrating the journey

    Mumbai: In the rat race of life, we often forget to pause, hold back and enjoy being alive. Singer Ali Saffudin has joined hands with Artiste First to deliver a pertinent musical message on this subject. Artiste First’s latest song, ‘Theher’, is all about taking a break to listen to your heart and Celebrate the journey rather than being worried about the destination.

    An eclectic tune that combines elements of Post Rock, Soul and Trip Hop to create a unique indie feel, ‘Theher’ is a one-of-its-kind track. The core message of the song is to never let the pressures of life take a toll on your dreams, desires and joys. A melodic combo of multiple genres, the song crafts a distinct identity through its theme.

    ‘Theher’ boasts of Urdu lyrics that offer a soothing reminder to not keep running without living. Written, composed and performed by Ali Saffudin, who also strums the guitar for the song, the track also inherits a musical palette that delivers a distinctly original listening experience.

    A rising musical star who is witnessing his own ‘Theher’ moment, Ali Saffudin, was a former Production manager at a renowned radio station in Kashmir. The creative soul bid farewell to his secure job to pursue musical dreams. Not wanting to be confined to one form of music, Ali excels at Post Rock, Soul, Trip Hop and any other genre that challenges his creative spirit. The multi-talented artist has also conceptualised and directed the official music video of the song.

    Theher’s music video recreates the unique vibe of the song. Featuring Ali himself, the video begins with a surreal yet striking frame of Ali tirelessly working on his office laptop, surrounded by a barren field. The visuals slowly transition into soothing shots as Ali pauses to live life. Just like the singer has taken a break to rediscover the magic of little things, the video captures the spirit of breaking shackles to breathe free and easy.

    Talking about realising his dreams and creating his latest song, Ali Saffudin said, “Theher is almost autobiographical in a way since it parallels my own journey of quitting the corporate world to embrace musical passions during the making of Audio and Video of the song in the last one month. The idea behind this song was to encourage many others to let go of that mechanical stress and try to live happier and lighter. I am really excited to take my labour of love in front of audiences”.

    Sharing his thoughts on their latest release, Artiste First, co-founder Rohit Sobt said, “Artiste First always keeps the freedom and talent of the artiste first, and that is exactly what we have done with Theher. Ali is an association we are very proud of, he has really been honest and put himself out there with this song. Theher’s message is one that holds a lot of relevance in today’s times. To celebrate the journey. Ali Bhai has demonstrated himself the importance of Theher by taking a break from his regular corporate job. His Theher moment comes while riding the bike– we all need to find ours :)”.

    Artiste First has consistently unearthed the most gifted of talents from across the nation. Ali Saffudin seems to be one such name who has all the makings to carve a niche of his own. If ‘Theher’ is anything to go by, the sky’s the limit to Ali’s potential.

    The song ‘Theher’ is now available on all leading music platforms. The official music video is live on YouTube.