Shaan, Javed Ali, Jyotica Tangri’s Upcoming Songs are Getting AI-Enhanced Music Videos
Juju Baby Music, a new label launched by music education platform Artium Academy, will gather talents including Divya Kumar, Akhil Sachdeva and Aishwarya Anand for their five-track ‘Future Wave’ album
(From left to right) Vivek Raicha, Gourov Dasgupta and Ashish Joshi have founded Juju Baby Music. Photo: Shreya Mehrotra
The latest record label on the block, Juju Baby Music, is driven by AI-enhanced music videos for new songs by the likes of Shaan, Javed Ali, Jyotica Tangri, Divya Kumar and Akhil Sachdeva with Aishwarya Anand.
Rolling out after their launch on World Music Day on Jun. 21, Juju Baby Music has so far released the ghazal-meets-electro-pop song “Naina Ro Pade” sung by Javed Ali, plus the pop song “Dil Rove” by singers Akhil Sachdeva and Aishwarya Anand. Founded by entrepreneurs Vivek Raicha and Ashish Joshi from music education platform Artium Academy alongside composer-producer Gourov Dasgupta, Juju Baby Music wants to “redefine music IP, nurture emerging talent, and leverage artificial intelligence.”
In the last year alone, we’ve seen AI take over everything from lyrics to song-making to artwork and music videos as well and the visuals for “Naina Ro Pade” and “Dil Rove” offer different perspectives on how it can add a vibrant new dimension to an otherwise straightforwardly-shot video.
With an AI designer and director on board – Shreya Mehrotra from AI CAT – it’s “Naina Ro Pade” with its fictive, dystopic narrative spliced together with visuals of Ali performing which uses AI more engagingly than “Dil Rove.” Up next, singer Jyotica Tangri’s “Undercover” will release on Jun. 30, followed by artist Divya Kumar’s “Dard Ke Siva” on Jul. 5 and star artist Shaan’s “Choti Choti Mulakatein” on Jul. 10.
All five releases comprise Juju Baby Music’s Future Wave album, specifically season one that features music by Dasgupta. The composer adds about the launch of the label in a press release, “We take pride in pioneering cutting-edge soundscapes that showcase India’s top artists, complemented by our innovative AI-driven videos.” He adds, “Our platform challenges the misconception that AI diminishes artistic expression; instead, it empowers artists by integrating groundbreaking technological advancements. These cyberpunk-inspired visuals redefine music videos, diverging from conventional narratives to offer viewers a uniquely immersive experience.”
Artium Academy’s music holding company, Artium Originals’ co-founder and CEO Raicha adds, “Our vision at Artium Originals is to empower the future of music through strategic financing, equitable artists partnerships and new distribution technologies starting with Juju Baby Music.” The goal, according to Raicha is to “usher in a new era in indie music” with this AI-enhanced “unmatched sensory journey.”
The platform’s founder and CEO Ashish Joshi says in his statement, “It [Juju Baby Music] upholds the institution’s commitment to not just offer excellence in music education but also provide a unique pathway from classroom to stage for independent creators, encompassing music creation, rights management, digital monetization, and branding partnerships.”
With the label’s first collection of songs by Jul. 10, there are plans to release “monthly genre-specific albums” with songs every week featuring singers like Manjari Fadnis, Dev Negi and lyricist Kumaar, among others. A press release adds, “Upcoming albums will explore genres like indie cafe and folk music, blending mainstream stars with fresh Artium Academy talent.”
