iWorld
YRF launches Raah Records to back independent artists beyond films
New music label and incubator debuts with Aman’s Jaadugari, expanding YRF’s music play
MUMBAI: Yash Raj Films is changing its tune and this time, the spotlight isn’t just on the silver screen but on the artists behind the microphone. The studio has struck a new chord with the launch of Raah Records, a dedicated music label and artist incubator designed to discover, nurture and build long-term careers for independent musicians beyond the world of film soundtracks.
The move marks a strategic expansion of YRF’s music business, extending a legacy built over more than five decades of creating some of Indian cinema’s most memorable soundtracks into the country’s fast-growing independent music ecosystem.
Unlike a conventional record label focused on single releases, Raah Records has been positioned as a long-term creative partner. The company said it will work with artists from the earliest stages of their careers, supporting songwriting, music production, creative direction, audience development, marketing and strategic partnerships under one platform.
Leading the new venture is Nakul Sharma, Senior General Manager – Music Management at Yash Raj Films, who has helped shape the label’s artist development philosophy and incubator model. The label aims to prioritise sustained career building over short-term commercial campaigns.
The label’s first signing is Aman, whose debut track, Jaadugari, offers the first glimpse of Raah Records’ creative direction. The teaser was unveiled on Monday, while the full song is set to release across major audio streaming platforms from 5 August, following a year of creative collaboration between the artist and the label.
The launch also signals YRF’s intent to tap into the rapid evolution of India’s original music landscape, where streaming platforms and digital audiences are creating new opportunities for artists outside mainstream cinema.
Raah Records plans to expand its roster in the coming months with more artist signings and original releases, positioning itself as a long-term home for emerging talent seeking to build enduring music careers rather than chasing one-hit success.
With India’s independent music scene gathering momentum, YRF is betting that the next blockbuster may not begin on a film set but in a recording studio.
