Simantinee Roy Joins Forces with Music Label Saregama to Promote South Asian Artists in North America

Indo-American singer Simantinee Roy recently teamed up with Indian music label Saregama to help with promoting South Asian artists in North America. In this interview with Rolling Stone India, Roy talks to us about how this project came to be, what it offers, future plans, and more.

How did this collaboration with Saregama come about?

Openstage was a relatively new vertical under Saregama when I first came across this initiative. From the start, it looked very encouraging, especially for those who have the talent but don’t know where to start. After an initial info session with the Saregama team at their Mumbai office in December, I was confident about launching this in North America and providing this opportunity to our South Asian talents here. I thank the Saregama leadership team for joining me in launching this initiative here in collaboration with my company Spotlife Studio.

The tagline “Kickstart your music career with Saregama Open Stage” resonated with me. North America is filled with supremely talented South Asians from all walks of life. I come across a variety of talents, whether they are South Asian children or adults. Their primary profession may not be music; they could be medical practitioners, software developers, executives in companies, or lawyers. But they pursue music intensely and passionately even after their hectic schedule, which is quite commendable.

This collaboration will offer a platform for aspiring artists to showcase their talent and gain much-needed exposure on such a significant platform to kickstart their musical careers. This collaboration with Saregama aims to provide opportunities to budding talents who wish to kickstart their music careers and turn their dreams into reality through Saregama Open Stage. The creators’ shortlisted cover versions of any Saregama songs will have a chance to be featured on the Saregama Open Stage YouTube channel.

Who are the kind of artists you are targeting to work with?

We are open to all types of talent, whether you are an aspiring emerging talent or an established musician. This initiative for North America residents is also open to anyone aged 13 and above. I have been approached by many parents about this initiative, and it would be a big platform for kids who are already pursuing music. Having their work published under the Saregama brand would be significant. I am sure they would be thrilled to showcase it in their essays.

Through this initiative, we are not limited to vocalists; we are also inviting instrumentalists and DJs who can recreate any Saregama song of their choice, regardless of the language. Residents of the United States and Canada are fortunate to have easy access to world music, legendary artists, and musicians, encompassing various genres. Through these submissions, we will likely get to hear new soundscapes, perhaps even for a Saregama song that is 40-plus years old, which may not have been imagined before. It’s fascinating how you can play with those musical notes and weave a beautiful musical journey into our lives. I am eagerly looking forward to the different types of cover versions we might receive as Openstage submissions. We are encouraging talents to submit their musical work, drawing inspiration from different musical genres and subgenres.

What are the benefits or opportunities you are hoping to give to artists through this initiative?

The music industry and the musical landscape, in general, has undergone significant changes due to the rise of digital technology and the internet. The main opportunity for our aspiring and emerging talents is to have their audio and video published on Saregama’s platform. Saregama is one of the oldest and largest record labels in India, with a history of nearly 120 years and an international presence. If I were a newbie with no idea how to get my song published or even where to start, I would be excited to be a part of this. Additionally, selected audio will be distributed by Saregama for digital distribution. We are also looking at various promotional campaign initiatives via Spotlife Studio as well. This initiative aims to curate a holistic artist experience from helping them through the creative process, providing valuable guidance and feedback to these talents during their studio sessions.

Has work with any artist begun already, if so could you share with who and how it is progressing?

Oh yes! We have just announced and already started working with so many talents, including a 14-year-old. We have talents from various locations, such as NJ/NY, Bay Area, Calgary, Toronto, Minneapolis, and other cities, who are in the process, or they have already submitted their musical work. The Spotlife Studio team receives several inquiries every day. I already have few submissions, they should be launched soon.

Part of the process also includes educating and mentoring talents who might be new to this but have aspirations to become singers or recording artists. As a live performer and recording artist myself, I understand the nuances of both worlds. It is very different when you are up in front of 12,000 people compared to when you are recording in a studio setting. For example, over the last few days, a particular talent has been sending me voice samples and practice sessions as she prepares to dub her vocals in the studio soon. I appreciate her sincerity and thoroughness in her preparation. It’s not just her; whoever has submitted their work so far or is preparing to do so, I sense their commitment to music through their work. I also enjoy the opportunity to guide and mentor them if and when needed. This may not have been possible otherwise.

What are the future plans for the project?

I have a vision for this musical project, and I hope everything works out the way my team and I have imagined. However, I cannot do this alone. I need the support and time for South Asian talents to come forward and be part of this initiative. I ask for your help in spreading awareness so that we can take it to a larger scale. Look forward to seeing how their rendition weaves itself tightly into their identity and musical style.