2024 was a defining year for Saregama, one of India’s oldest music labels. This is a company that has been around for well over a century. For a long time now, it has been associated with the kind of music your parents and grandparents grew up listening to – the classics, evergreen Bollywood numbers, Ghazals, Carnatic music…you get the drift.  But this year, something changed. Saregama made it clear that it was done banking on old melodies alone. It has been on a mission to make fresh hits. And that mission has largely been successful thanks to Youtube. But there is a flip side to this strategy. In the Youtube-Saregama relationship, the former holds all the power. Tune in. Daybreak is produced from the newsroom of The Ken, India’s first subscriber-only business news platform. Subscribe for more exclusive, deeply-reported, and analytical business stories.

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