South Indian-language record company Divo Music has launched Loopd, which it has described as its new “independent” music label. We’ve added the quotes to independent, because major label Warner Music India owns a majority stake in Divo.
In this case, though, ‘Independent’ refers to music made outside of India’s film industry. According to Divo, Loopd was created “with a vision to discover, empower, and amplify fresh talent from across the country”.
The new sub-label “aims to be a launchpad for authentic voices and original sounds from India to the world”. The backing of Warner, adds Divo Music founder and director Shahir Muneer, will aid Loopd in its “goal to blur the lines between indie credibility and mainstream success.”
Its inaugural release was the Tamil track ‘Nizhal’ by Adhithya RK, with tunes in Malayalam (‘Parota and Beef’by Tuhin, ‘Hiraaya’ by Samuel Paul) and Telugu (‘Prema’ by Junaid Kumar) to follow.
Notably, artists such as Adhithya RK and Pradeep Kumar, whose song ‘Peraasaye’ is also part of the initial batch of singles, are part of both the Tamil pop and playback industries.
Tamil, which is among the top five most streamed languages on Indian DSPs, has traditionally been dominated by soundtracks. However, over the last few years the success of Tamil pop and hip-hop acts like Arivu, Paal Dabba and Sai Abhyankar has paved the way for listenership for those genres.
On the other hand, Malayalam, the consumption of which has typically been more balanced between music from and outside of movies, is one of the fastest-growing languages on platforms such as Spotify.
The arrival of Loopd follows Divo’s recent partnership with M Entertainments in Sri Lanka, a deal struck “to amplify the reach of each other’s music catalogue”.
‘ The preceding article may include information circulated by third parties ’
‘ Some details of this article were extracted from the following source musically.com ’
