Music and Youth
“We focus on digital to promote non-film music” – Vinit Thakkar
EMI Records India recently launched its own unique platform VYRL Originals which completed six months on 12 July. Every month, a single was released with the latest being Aaya Na Tu by Arjun Kanungo and Momina Mustehsan.
EMI Records India was launched in May 2015 by Universal Music Group in collaboration with film director Mohit Suri. This venture marked the return of the iconic EMI label to India, which developed a new platform to promote non-film music.
Indiantelevision.com spoke to Vinit Thakkar, the senior vice president, Universal Music Group India & South Asia about the idea behind launching VYRL Originals, challenges they faced and their marketing and promotional strategies.
What is the main idea behind launching VYRL Originals?
The idea behind launching VYRL Originals was to create a unique platform to promote non-film music. Through this unique platform we have been releasing one brand new song every month which launches simultaneously across all platforms- digital, TV and radio. The property launched on 12 January 2018.
What kind of mentorship or support does VYRL Originals provide to the debut artists?
I believe that our partner, Mohit Suri is one of our biggest strengths. Up until May, most of the artists we’ve worked with have been newcomers. He’s been a great mentor to all the artists who have created content for VYRL Originals. Right from the composers, lyricists to the singers, each of them have been carefully worked on and handpicked by the director himself. Also, all the technical infrastructure and support that is required for an artist to create world-class content is provided by EMI records India.
What are the challenges you faced in the music industry and how did you overcome it?
We started EMI Records India almost three years ago when there wasn’t as much non-film music being released. Very few non-film songs actually made it to the mainstream commercial charts across platforms. Traditional mediums like television and radio were also giving preferential treatment to Bollywood music. So one of the biggest challenges we have faced so far is to reach a larger set of audience in India.
But thankfully with a lot of support from audio streaming platforms and our exclusive partner Fever FM for VYRL Originals, we have been able to reach out to a wide audience. Effective use of social media platforms has also helped us a lot.
What are EMI’s promotional and marketing strategies to stand out of the crowd?
Every song has a different story to be told. We do a complete integrated marketing campaign. Our main focus is digital as we believe that our target audience is active on digital platforms and it’s really important to reach out to today’s youth who use these platforms to discover new content. This is followed by television and radio promotions. We also engage with a lot of influencers who help us create a buzz around the song and the artist.
What is the cost of releasing one single?
It is difficult to put a number to it as there are many elements involved in putting together a single. There are several costs attached, right from the audio to the visuals to the marketing and promotional spends.
How do you keep a track of the song being played overseas?
We are a global company with a global footprint. All our content is deployed through a global supply chain and that helps us with all the information that is needed with regards to the content.
MUMBAI: Mumbai is about to witness something it has never seen before. The Global Youth Festival arrives on 6-7 December at Jio World Garden with 15,000 attendees and 60-plus experiences sprawled across six sprawling arenas. On its sixth edition, this is no ordinary jamboree—it is a carefully orchestrated collision of wellness, adventure, arts, music, yoga and social change.
Chief Minister of Maharashtra Devendra Fadnavis will throw open the proceedings with a landmark ceremony, signalling the state’s backing for a movement that has already mobilised youth across 20-plus countries and 170-plus cities. The sheer scale is staggering: 500-plus volunteers powering the machine, 600,000-plus volunteer hours logged across previous editions, and millions of lives touched annually.
The speaker roster is formidable. Diipa Büller-Khosla and Dipali Goenka, chief executive of Welspun India, will share the stage with Malaika Arora in conversations spanning leadership, creativity and culture. Union Minister for Sports and Youth Affairs Mansukhbhai Mandaviya will also attend, reinforcing GYF’s reach into the corridors of power.
But this is not mere talk. The Solaris Mainstage promises concerts from renowned Indian artists. Innerverse delivers a 360-degree LED spectacle of art, technology and sound. The Love and Care Arena houses hands-on projects spanning women’s empowerment, child education, rural upliftment and animal welfare. India’s largest outdoor sound-healing experience awaits. An inflatable obstacle course, neon drifter karts and open-sky bouldering cater to thrill-seekers.
Some have branded GYF the “Coachella of Consciousness.” Others call it “India’s Largest Sober Festival.” Spiritual visionary Pujya Gurudevshri Rakeshji, who inspired the festival, will deliver the Wisdom Masterclass. Every rupee goes to charity.
After Mumbai comes Kolkata on 14 December. New York looms next year. For one weekend in December, Mumbai becomes the epicentre of youth-driven change—and nothing will be quite the same after.
Tickets available on BookMyShow. Visit youthfestival.srmd.org or follow @globalyouthfestival on Instagram.
