Global artist development company Believe India recently launched its fourth music imprint, BL/UR, in Mumbai. The imprint focuses strictly on independent Indian pop, specifically targeting artists who merge regional styles with contemporary production. The label functions as an exploration space for musicians and positions itself as a direct alternative to commercial Bollywood film soundtracks.
A Roster Built on Regional and Modern Sounds
The initial BL/UR roster brings together artists from varied musical backgrounds. The lineup features Marathi pop singer Sanju Rathod, composer and producer Anurag Saikia, hip hop act Farhan Khan, rappers Bali and Khullar G, and the electronic duo Rusha and Blizza. The imprint marked its official launch by releasing “Badeela,” a new track by Anurag Saikia. The song incorporates Rajasthani folk elements into a modern pop structure and serves as the lead single for his six track EP, Pardesi.
Akhila Shankar, Director of Believe Artist Services for India and South Asia, noted that the current generation of Indian artists views identity without strict local or global divisions. Their musical influences move across cultures, and the label exists to support that specific creative fluidity. Vivek Raina, the Managing Director for Believe India and South Asia, stated that the growth of Indian pop requires breaking down the traditional boundaries between established genres.
Expanding Regional Music Networks
Believe India spent recent years building a talent incubation network designed to find and elevate independent regional artists. Before announcing BL/UR, the company established three other genre specific regional imprints. These include Neue, which handles Punjabi releases, Mahra Tora, focusing on Haryanvi tracks, and Think Indie, dedicated to independent Tamil music. Adding a dedicated pop label completes a structured approach to covering the primary growth areas in the domestic music market.
What This Means for Independent Creators
For musical artists, the launch of BL/UR offers a clear view of where major music companies are placing their resources. Corporate entities are actively tracking musicians who reject strict genre definitions. Whether you distribute your tracks through global platforms like TuneCore and DistroKid, or regional distributors such as Madverse, and Ziddi, you do not need to keep your sound inside a single traditional box. Blending regional vocal styles with electronic production or modern hip hop beats is no longer an experimental risk. It is the exact type of sound that labels and development companies want to license and promote.
Building an independent career requires recognizing these industry shifts. You can use your regional roots as a foundation while updating your production to meet global streaming standards. The domestic market actively rewards artists who create a distinct identity rather than following older commercial formulas.
