Now Reading: Believe India launches pop label BL/UR with Anurag Saikia’s single
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Believe India launches pop label BL/UR with Anurag Saikia’s single
Music company Believe India has launched a new pop label imprint called BL/UR, its fourth regional imprint, at a Mumbai event marking the company's 20th global anniversary. The first release under the…
Music company Believe India has launched a new pop label imprint called BL/UR, its fourth regional imprint, at a Mumbai event marking the company's 20th global anniversary. The first release under the label is composer-producer Anurag Saikia's Rajasthani folk-inspired love song "Bandeela" from his upcoming six-track EP 'Pardesi'.
BL/UR will feature genre-blending artists including Sanju Rathod, Anurag Saikia, Farhan Khan, rappers Bali and Khullar G, and electronic duo Rusha & Blizza. The label is positioned as an alternative to commercial Bollywood music and an exploration studio for artists, according to a press release. It follows Believe's other regional imprints: Neue for Punjabi music, Mahra Tora for Haryanvi songs, and Think Indie for Tamil tunes.
Believe Artist Services director Akhila Shankar said the label was created to develop artists who move seamlessly across genres and cultures, shaping a new chapter for Indian pop. Believe India & South Asia managing director Vivek Raina added that BL/UR represents where Indian music is heading, a sound that is contemporary, distinctly Indian, and built for a global audience.
Indian Opinion Analysis
Believe India's launch of BL/UR signals a bet that Indian pop can exist outside Bollywood's shadow. The label joins a crowded field: T-Series, Sony Music, and independent collectives like Azadi Records have all tried to build non-film pop rosters. BL/UR's focus on genre-fluid, digitally-native artists mirrors a shift where streaming data, not radio play, drives hits. The real test will be whether BL/UR can turn niche buzz into mainstream streaming numbers, given that Indian pop playlists on platforms like Spotify still skew heavily toward film music. Watch for the EP's first-month streaming figures to gauge early traction.
Source: rollingstoneindia.com
This story was synthesised by AI from the source linked above.
