Saavn is the latest music-streaming service to expand its original content. The Indian firm has launched an initiative called Artist Originals (AO), which will see the company commission, produce and distribute new tracks from artists in south Asia.
The first track to be released is called ‘Azaad Hu Mai’, from Indian hip-hop artist Naezy. “In India, mainstream music is correlated with film music, so most independent artists are releasing their music DIY. With AO, we become a voice for India’s underground artists, supporting and accelerating their growth, while allowing them the freedom to express themselves in their own way — both visually and musically,” said Saavn’s executive chairman Paramdeep Singh in a statement.
For now, the Naezy track is exclusive to Saavn, but the company says it will be made available “on additional platforms” in the coming months too. The launch comes just over a month since Saavn debuted another originals feature called RMX, which will see local artists and DJs remixing big Western tracks.