Samarya Creation, the country's first company to simultaneously operate a multi-IP content production house, a creator economy platform, and an esports gaming infrastructure, recently announced the launch of Aumora Music, an independent, artist-first music label with Guinness World Record-holding lyricist Sameer Anjaan as its founding partner.
Sharing the reason for starting his own music label, Sameer told Bollywood Hungama exclusively, “The deterioration of music that we are seeing and the transition through which the industry is going and how cinema is changing, there is no scope for the kind of music we want to make. Recently, we saw that in a big film like Dhurandhar, music is used more in the background. Hence, the importance of music appears diminishing. We have been working since decades and we feel that our fans are still demanding the kind of music we like to make.”
He continued, “I felt we needed to create some path for that. There are hardly 4-5 good films in a year. The rest of the films are such where music is used only as ‘fill in the blanks’. Kuchh bhi beech mein daal do, uska koi maqsad nahin hai. The kind of era we have lived only had music (in the films). So, we came up with Aumora Music and Samarya Creations, where we also have three partners – Manoj Agarwal, Sunil Goenka and Narendra Ruia. They expressed the need for this and somewhere this was also going on in my mind. So, I felt we should start.”
Sameer added that there are countless musically talented people in the country but they don’t have a platform to showcase their skills. “No matter where they come from India or abroad, we will give them a platform, we will promote them, we will release their songs and we will try spreading their talent around the world through streaming platforms,” he said.
Sharing the activities under the new venture, Sameer said, “The podcasts and shows will be done under Samarya Creations. And everything related to music will be on Aumora Music. Now, we need to prove ourselves. The mission has started from today itself. Till now, we were celebrating its launch. Now, it all depends on what the audience decides once our music reaches them. I keep telling everyone that if you wish to listen to good music, please support it.”
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