Human-AI Indian Music Label Raagverse Launches With ‘Janaa Hai Toh Jao’ (EXCLUSIVE)

Raagverse, a new Indian music label that pairs human songwriting with AI production tools, will release its first album, “Janaa Hai Toh Jao,” on Oct. 20. The label is the latest venture from Amita Madhvani, CEO of Equinox Virtual, which she co-founded with Ram Madhvani. Equinox Virtual is the arm of Equinox Films and Ram Madhvani Films that develops projects using artificial intelligence and immersive technology. The debut album has three songs: the title track, “Koi Keh De Usse” and “Tere Liye.” Mamta Javkar wrote the lyrics for all of them. “Janaa Hai Toh Jao” leads the release, which will be available on YouTube Music, Apple Music, Spotify and other major streaming services. Popular on Variety Raagverse is built on a creative process that keeps people in charge by design. Each song starts with Javkar’s words and the feeling or idea behind them. AI then comes in as one of several tools used to shape that material into a finished recording. People make the calls on lyrics, creative direction and the mood each track should carry. Madhvani said her first experiments with AI as part of a wider creative process came on “Mohini – Khud Se Pyaar,” a musical microdrama Equinox Virtual made with the technology. “What stayed with me from that experience was that technology could give us new ways to execute an idea, but the idea itself still needed to come from somewhere deeply human. With Raagverse, I wanted to take that thought into music,” she said. “For me, that is where this gets exciting. It is not human creativity versus AI. It is about seeing what becomes possible when human imagination leads and technology helps us take it somewhere new.” Raagverse is registered as an intellectual property. Equinox Virtual plans to keep using it as a home for original music made the same way, with software expanding what the team can do while the songwriting stays in human hands. The label joins a slate at Equinox Virtual that also includes a virtual reality experience built with AI and drawing on Indian text “Bhagavad Gita.” The company’s aim is to use new technology to create fresh story formats and original Indian content for a global audience.